All the experts are forecasting a strong travel season for Summer 2014. And much of that growth is being driven by Generation X, with some help from the millennials and younger baby boomers who lie on either side of this often forgotten demographic.
In the leisure market, Gen X travelers, those born between 1965-1980, will take the most trips. They account for one out of every three leisure travelers and will average between three and four trips this year, according to online home rental agent HomeAway’s forecast of this year’s summer travel trends.
It makes sense, since many members of Generation X are parents. Family travelers take the most leisure trips of all – between four and five a year.
Young boomers, or those born between 1955 and 1964, will make up 21% of leisure travelers, while millennials, born after 1980, will account for 12% of leisure travelers.
The business travel market shows similar trends. As boomers travel less for business, Generation X is hitting its prime, with one in six planning one business trip last fall compared with one in 10 for millennials, according to an August 2013 travel intentions report by D.K. Shifflet & Associates, a tourism and travel research firm.
And like in leisure travel, value matters like it does to young boomers along with some of the personalization that millennials want and expect to see.
“It is the GenX generation not the Millennials who are at the peak age for business travel. Increased revenue will come to travel marketers who can attract GenX business travelers to their destinations, hotels and attractions with the best offering,” says Chris Klauda, vice president at D.K. Shifflet & Associates.
How Do They Book It and What Do They Want When They Get There?
Generation X, which is most likely to book travel online or on a mobile device, will comparison shop to find the best deal, whether that means the best price or the best “extras.” According to experts, three out of four travelers will plan some form of trip online.
One out of five travelers used a mobile device to book hotel reservations, according to a July 2013 report by D.K. Shifflet and Associates. For both Generation X and millennials, that number was even higher – one out of four for Generation X and one out of three for millennials.
Once they reach their destination, these younger travelers are often looking for style, convenience and a more personal experience than those who came before them. Here’s a quick look at some of the important trends:
- Want to be invited to someone’s house in Spain for Tapas on your trip to Madrid? Tech savvy travelers are increasingly looking to book things like meals or one of a kind experience on platforms like Feastly or EatWith, the next frontier after booking a room on AirBnB or HomeAway.
- Independent lounges not affiliated with any airline are popping up at airports across the U.S. and around the world, with craft cocktails and menus by top tier chefs and entrance fees as low as $50.
- Want to use your smart phone as your room key, or tweet your order to the sushi place near your gate from the back of a long security line? You might want to check out Starwood’s Aloft brand of hotels and Heathrow’s new terminal 2 this summer.
- Hotels are offering to help with your personal life or cater to you, even if you’re not currently a guest. Need some help picking out wine? You might just be able to call that helpful sommelier after all. Want a “micro-stay,” or a room for just a few hours? Maybe just some work space? You might be able to negotiate that.
The biggest sign that tech obsessed Generation X and millennial travelers now control the travel market and the number one item on their list of extras – free Wi-Fi, free Wi-Fi and more free Wi-Fi, say travel industry experts. They want to stay connected on the road in order to plan their experiences and personalize their travel, meaning marketers can often reach them in real-time since they book meals and even reserve things like rooms and rental cars on the go.