‘Snapshot of Travel in 2017 and Beyond’ report: Multi-generational Travel

2 min read

Overtourism, chatbots and the rise of social media influencers were among the main travel trends that emerged within the travel industry in 2017. This is according to a trends report compiled by specialist Cape Town-based travel content and marketing agency, Big Ambitions.

Breaking down the report we look at the trends influencing the travel patterns of the different generations.

While 2016 and 2017 saw a plateau with very little evolution of the preferred travel styles by each generation, come 2018, things are beginning to look a bit different. Not only are industry experts predicting somewhat of a role reversal between boomers and millennials, but there is also the rise of the almost forgotten middle child (Gen X) and of course the undeniable entry of Gen Z, which promises to be one of the biggest disruptors across all industries.

• Baby Boomers (born 1943-1964) are becoming the new nomad generation. A 2017 study by the World Economic forum found that by 2025, ‘globetrotting seniors’ will account for 11% of the world’s population. Travelling on average 27 days per year, they are less likely to be tied to a budget than other generations.
• Sandwiched between the Baby Boomers and Millennials (Gen Y), Generation X (born 1965-1979) is often the ‘forgotten’ generation. However, as this generation are now on average established in their careers and they are paying off home loans and other debt, they are finding themselves in a more comfortable position to travel. The focus for this generation is very much on family travel while the top travel motivation is unwinding, and beach vacations are top priority for this generation.
• Millennials (born 1980-2000) is arguably the best travelled and connected generation. One differentiating factor now is that this generation are the new cruisers. With cruise lines now ‘re-inventing’ themselves with festival cruises and niche river cruise expeditions, Millennials are taking to the seas.
• Gen Z (2001-2013) is a multi-tasking and a multiple screen generation (TV, iPhone, laptop, desktop, iPad etc) with a short attention span of eight seconds and more than sharing things, they will be the creators of things. For this generation, travel will not be what is available, but rather what they will be able to create. By 2020, this generation will account for 40% of all consumers with disposable income to travel.

To view the full trend report, click here or email Danica@bigambitions.co.za for more information.