In the realm of global travel and tourism, Generation X often finds itself overshadowed by both baby boomers and younger cohorts. However, this demographic is one that travel professionals should focus on this year.

According to the World Economic Forum, people born between 1965 and 1980 account for $15.2 trillion in global consumer spending, and predictions show that by the end of 2024, the travel market for Generation X will hit $1.32 trillion, with each traveler spending an average of $2,333 per trip.

Insights on Generation X’s Travel Preferences

As the first generation to truly embrace experiential travel, Gen X seeks unique experiences, with 71% of them favoring unconventional activities. This presents a significant opportunity for travel firms to cater to this market with authentic local experiences.

Moreover, this generation tends to prioritize high-quality experiences, being well-informed and experienced in travel, often conducting thorough research before making plans. The trend toward wellness and respite travel options has also gained popularity within this demographic, with many opting for spa retreats or digital detoxes.

Key Influences for Gen X Travel

Recent trends indicate that this generation is increasingly embracing technology for travel planning, including the use of generative AI to fine-tune itineraries. As such, travel professionals should present meaningful experiences that deliver value and quality, encouraging Gen X to continue exploring the world.