Τρίτη 10 Νοεμβρίου 2026

Three generations, three very different travelers

“Older travelers” and “younger travelers” are no longer useful categories. Skift Research’s latest generational studies show that boomers, Gen X and Gen Z each respond to pressure in their own way, and brands that treat them as one market will misread all three.

REPORT · GENERATIONS

The Tensions Shaping Baby Boomer Travel

60%

would take fewer leisure trips when finance tightens

Baby boomers hold more accessible wealth than any other generation, and they're more willing than most to spend it on travel… but don’t tell them that.

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REPORT · GENERATIONS

Gen X in the Middle

65%

say caring for an aging relative affects their ability to travel

Gen X travels less than any other generation, squeezed between kids, aging parents and peak careers. For them, luxury means effort saved, and with only 15% retired, their share of retiree travel spending is set to climb.

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REPORT · GENERATIONS

Gen Z Business Travelers: Why Brands Are Missing the Mark

25%

of Gen Z travelers want full or shared control over AI-assisted booking

Gen Z business travelers take trips at near-equal rates to older cohorts and that volume is expected to grow, but they don’t look or act like the stereotype of a road warrior.

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