The Silver Generation’s Outsized Influence on Family Travel
Most destination marketing campaigns follow a similar pattern. A quintessential young couple in their 30’s with 2.4 kids by their side, enjoying family time together on vacation. Though this creates a nice visual, it’s missing one key ingredient. In today’s economy, grandparents, typically Baby Boomers age 61-80, are playing a vital role in selecting, and most importantly, paying for family vacations.
Whether as part of a multi-generational trip, or skip-gen vacation, the financial power of Baby Boomers is immense. This generation:
- Hold over $83 trillion in wealth
- Control over 51% of all household assets in the U.S.
- Over 70% have taken a multi-generational vacation in the past 3 years
- 37% have paid for the entire trip themselves
This whitepaper from Premier Travel Media uncovers the structural trend of grandparent-influenced momentum in family vacation planning. Readers will learn about the data behind grandparent travel behavior, how marketers tend to miss the silver generation in their advertising campaigns, and 5 strategic implications for travel brands.
Download the free report today!
