Op-Ed: Gen Z Talks About Dream Trips. But Gen X and Boomers Are the Ones Taking Them.

Brands have always fixated on youth. You’ve seen the TikTok-first decks. “Wanderlust” content filled with influencers and emojis. Campaigns engineered to go viral, but not necessarily to convert. 

But here’s the thing. Those aren’t the travelers actually filling planes, booking luxury cruises, or planning multi-generational getaways. Those folks are 53. Or 67. Or 61 with a calendar wide open and a big, fat wallet to match. 

And it makes sense when you see the data: Americans 50+ control about 70% of the country’s wealth. Gen X is hitting peak earning years. Boomers are spending on experiences they’ve waited a lifetime to take. These are the travelers driving real revenue. So, again, why are so few campaigns speaking directly to them? 

Blame the 1960s.  

That’s when the ad industry fell in love with youth and never really got over it. Being young equated with being cool, cutting-edge, and worth chasing. And sure, younger audiences shape culture. You almost forget while you’re scrolling Instagram at 11 p.m. that those selfies in Bali by Gen Zers traveling the world are actually from people paid to do that.  

50+ marketers are being shown the door at agencies and brands, so it’s only natural younger marketers are creating work that resonates with audiences they understand best. But Gen Z influence only goes so far. It’s time to widen that lens.  

Here’s what older travelers want: comfort (well, of course, comfort), but also adventure, meaning, and the premium service they couldn’t afford when they were younger. Older travelers even expect the upsell. And if you do it right, they’ll gobble it up. 

If you want to be in front of most travel brands that are still pointing their stories at people who are dreaming, there is no bigger marketing opportunity right now than to authentically speak to the people who are fulfilling their dreams. Whether it’s the Gen X couple planning their empty-nester adventure, the Boomer grandparent organizing a family trip to Tuscany, or the seasoned traveler booking a year-long world cruise, their business is ripe for the taking.  

You can still engage Gen Z, but it shouldn’t come at the cost of ignoring your most profitable audience. The best marketers don’t choose youth or age. They choose growth. And growth right now is over 50. 

Want to future-proof your brand? Start thinking beyond the algorithm. Build loyalty with the travelers who are here, ready, and waiting to be seen. 

Because the future of travel isn’t the cheapest flight and hotel package. It’s a $15,000 river cruise or a luxury rail journey booked by people who’ve earned it. 

About Brent Rivard 
Brent is CEO and Co-Founder of Geezer Creative, an independent agency helping brands tap into the power of experience, both in who they hire and who they market to. Geezer turns the often-overlooked 50+ audience into some of a brand’s biggest fans. With more than 25 years at agencies like BBDO, Saatchi & Saatchi, and Anomaly, Brent has also worked on the brand side as CMO of one of the world’s largest travel services companies.