Generation X, born between baby boomers and Generation Y, [24-and-under], are intensely independent adults, born between 1965 and 1980. According to recent research by MindBranch, GenXers [55 million of them] “are vigorously taking up the mantle of financial and familial responsibility, yet they continue to question authority, prize individuality, and believe that “nobody will take care of me but me.” Single or married, administrator or entrepreneur, those in this cohort tend to value leisure and family activities over a fat paycheck; they’ll tend to quit a job rather than suffer boredom or, worse, too few vacation days.” The report also states that Gen Xers are: increasingly seeking “experience-oriented travel”, seeking a variety of new and authentic experiences where Internet bookings are key to the Gen X travel market.
A report last year by D.K. Shifflet & Associates Ltd. [reported by USA Today titled "Travel world tries catering to Gen X splurgers"] shows that Gen X travelers are spending more on travel per capita than their Baby Boomer generation counterparts:
“Vacation spending by Xers has soared 66% per trip in the past five years, vs. 25% among boomers, ages 41 to 59. “These younger people are enjoying life,” says Jim Caldwell of Shifflet. The generational change has significant implications for the travel industry. Compared with the 78 million boomers, Gen Xers are less brand loyal, less likely to call a travel agent and less likely to plan far in advance.”
Generation X offer marketers in the tourism industry a great opportunity to increase online sales by delivering consistent, compelling, and simple messages that resonate with Gen Xers. Research indicates that Gen X consumers are more cynical about advertising, often using the Internet to carefully evaluate their travel choices. To attract more Gen X sales online, focus on usability and ease of booking.
