It's about Attitude not Age

Monday 22 May 2017

It’s common practice among travel providers and agents to think about their clients in terms of age – boomers, Gen Y, millennials or families. But it could be time to stop thinking about generations and look instead at life stages.


A life stage can occur at almost any age and as population demographics shift, it’s becoming clear that the old one size fits all approach isn’t going to work.


As children live at home longer, often well into their 20s, ‘family travel’ needs to be understood through a new lens. It doesn’t only mean parents and small children – it can instead apply to multi-generational groups that are spread across many demographics and with diverse interests.


Though many major economies are seeing a move towards an aging population, that doesn’t equate to reduced capacity. For example, a US study found that over 70s were the fastest growing age group when it came to taking up recreational cycling. This doesn’t necessarily sit with traditional ideas of people slowing down as they age.


Have you heard of the ageless millennials? While the label ‘millennial’ technically applies only to people born from around 1980-1995, their attitudes have come to transcend these boundaries. Many older travellers share their same ideals and look for the same things in travel, such as tech-driven processes, the share economy or social media influencers. Think of them as ‘perennials’ instead.


We think Gina Pell from The What says it best: “being a millennial doesn’t have to mean living in your parents’ basement, growing an artisanal beard, and drinking craft beer. Midlife doesn’t have to be a crisis. And you don’t have to be a number anymore. You’re relevant. You’re ever blooming. You’re perennial.”

Posted in 'Lux Trends ' on Monday 22 May 2017