Generation X –
Targeting the Baby Boomers (1)

Although millennials are projected to officially become the “largest living adult generation” in 2019, it is the baby boomer generation that is considered to be the ones with the spending power, and they are having quite an impact on the travel industry.

According to global wellness travel company Health & Fitness Travel, the Baby Boomers are making all the difference. Paul Joseph, Director of Health and Fitness Travel, has recently said; “The years ahead could be the golden age of 50+ travellers as retirees seek to prolong their vitality. More holiday resorts are incorporating active and wellness programmes for healthy ageing, which provide physical and emotional benefits, long after the tan has faded.”

Older generations are more resistant to traditional advertising than younger people, so travel companies need an effective, authentic way to reach this fast-growing and lucrative group.

Increasingly this generation are online and active on social media. In fact boomers spend an average of 27 hours per week online, which is two hours more per week than those between 16 and 34.

There are three golden points to consider when marketing to this generation:

  • Know which platforms work best to target this market.
  • Collaborate with relevant and relatable influencers.
  • Ensure that content is tailored appropriately.

We have an established network of influencers and are experts at deciding which influencer is right for a campaign. We assess who the client’s target market is, what the brand values are, and how that matches up with the influencer’s image and their followers. If you’re looking for the right influencer to target the affluent Baby Boomer market, please get in touch.

Notes – Who make up the “Baby Boomers”? This term defines those who were born between the early to mid 1940s to 1960-64. The nickname was created following ‘baby boom’ after World War II. The age ranges tend to span between approximately 54 and 73.

For more information on Influencer Marketing please visit or contact our experts: +44 (0)20 8614 7509 /

Destination PR | Property PR | Luxury Travel PRHotel PRDestination Marketing | Property Marketing | Travel Marketing | Public Relations | Event ManagementSocial Media and Digital Marketing | Graphic Design