About

Summary 

The Gen X consumer group is often regarded as the ‘forgotten generation’ in favour of lucrative baby boomers and discerning Gen Y, but tourism planners ignore them at their peril. Gen X are keen travellers and many have families, thus prioritise family travel, one of the large tourism segments. Many children of Gen X are beginning to leave home giving their Gen X parents more time for travel, often out of season. 

Acorn Tourism was commissioned by the CBI to undertake thorough research to help SMEs in developing countries to understand and target this valuable market. 

Our Approach 

Acorn Tourism’s extensive primary and secondary research into the Gen X consumer market uncovered the characteristics of this important consumer group, and segmented them by life stage, such as families with young children or older children, singles and couples, and early retirees. The study also analysed the European market of Gen X, identifying the top source markets and the travel motivations of each. Sustainability was also found to be important to Gen X, along with multi-generational travel and wellness. 

The study offered tips and ideas to SMEs looking to attract Gen X – value for money, family-friendly and authentic experiences, along with uncomplicated planning and booking processes were important factors to time-strapped Gen X. OTAs, tour operators and direct bookings were the main sales channels used by Gen X, who like to visit a wide range of destinations including Egypt, Costa Rica, Kenya, Namibia and Turkey.  

This study is one of many detailed business guides aimed at SMEs in developing countries commissioned by the CBI, the Netherlands Enterprise Centre, one of Acorn Tourism’s long-term clients.

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world target European Gen X provided a wide range of tips and practical advice.