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Sell the right destinations for every generation
As laid out in our newest ebook, no two generations travel the same. This means travel advisors need to understand the characteristics and trends that define a generation and how that influences their vacation planning.
It’s essential to understand the way each generation travels – get actionable insights and tips in our ebook – but also where they want to travel too. Italy, for example, appeals to some generations more than others, and cities like London, Miami and New York aren’t always for everyone.
Read our guide to the best destinations for each traveler, then check out our ebook for actionable insights and tips.
Which destinations should travel advisors sell to Gen Z?
It’s not surprising that this constantly-connected generation wants reliable, free wi-fi everywhere they go – Gen Z are the first true digital native generation, after all. And so it probably isn’t surprising that the destinations they’re likely to choose are also well connected. One of the top countries for Gen Z travelers is the USA, where the wi-fi flows fast and free in much of the country, and there are reliable cellular networks for on-the-go connectivity.
"As young travelers, you might assume Gen Z want to visit more budget-friendly destinations, but this generation aren’t just traveling on their own dime."
More often than not, they’re visiting places with their parents, who are likely to be Gen X. This is possibly how Italy topped a ranking of the best destinations for Gen Z in 2018. As a destination that appeals to many for its beautiful beaches and ancient cities, Italy is also a hit with the under 25s, who are seeking stunning views for great selfies and authentic experiences.
Which destinations should travel advisors sell to Millennials?
A generation with increasing spending power, Millennials are a key demographic for travel advisors to entice – and so it pays to understand where they’re searching for when looking for inspiration.
"According to a 2019 study, idyllic islands are gaining in popularity among the generation, with the likes of Bora Bora in French Polynesia and Saint Martin in the Caribbean garnering lots of interest."
In the States, Hawaii is tempting lots of Millennials, as well as Aspen, Colorado, for its snow-based activities. For more tips on marketing and selling to Millennials, download our ebook.
Which destinations should travel advisors sell to Gen X?
Generation X are between 44 and 55 years old, meaning they’ve likely got older kids who have left home (probably Gen Z), or they are looking forward to retirement. As discussed in our ebook, this generation really likes to splash their cash on quality hotels, so wherever you’re recommending, ensure the properties you can provide are at the top of their game.
According to research, Gen X is one of the more likely generations to enjoy a staycation, or at least travel closer to home. In the States, Gen Xers might prefer to stick within the Sun Belt (think Florida, California, Mexico and the Caribbean), and Australians might like to explore neighboring New Zealand. In Europe, family-friendly beach destinations – such as Spain, Portugal and Italy – will likely hit the spot with Gen X.
Which destinations should travel advisors sell to Baby Boomers?
Luxury is the key with Baby Boomers. The most affluent of the generations traveling in 2020, they tend to spend higher more on travel than other age groups. Research shows that England is an incredibly popular destination among Baby Boomers, with luxury experiences available in London and across the country’s historic castles and country estate hotels. Italy and France also lead the way, possibly thanks to their exceptional wine regions offering indulgent experiences.
The Caribbean has also proved a popular region for Baby Boomers, who might want to explore the area on a cruise, or stay in one of the many luxury beachfront hotels on its dreamy islands.
Which destinations should travel advisors sell to Mature/Traditionalists?
As discussed in our ebook, Mature / Traditionalist travelers are more likely to want to stay closer to home. Mobility and health issues tend to dictate their preferences, and so consider which destinations your clients are going to feel most comfortable in.
Places with well-established tourism industries, like western Europe, the USA, Australia and New Zealand, are likely to be most attractive, or destinations, where quality escorted tours or cruises, are available.
For more actionable insights and tips, download our ebook now.