While Millennials and Gen Z often dominate conversations about travel trends, Generation X (those born between the mid-1960s and early 1980s) quietly holds its own influence.

Known for their curiosity, independence, and practical approach, Gen X travellers seek more than just sightseeing or luxury escapes. They value journeys that are meaningful, immersive, and memorable, where authentic connections and cultural experiences take centre stage. For this generation, travel is about slowing down, exploring with intention, and collecting stories that stay long after the trip ends.

Quick Summary

• Gen X travellers spend 20–30% more annually on travel compared to Millennials.

• On average, they spend about $4,200 per international trip, while Millennials spend around $3,300.

• Nearly 45% of Gen X travellers plan family-oriented vacations each year, often including children or elderly relatives.

• They prioritise safety, comfort, and educational experiences that allow family members to bond and learn together.

• About 58% of Gen X travellers prefer mid-range to upscale hotels, seeking a balance of comfort and authenticity.

• According to Expedia, 60% of Gen X travellers plan at least one international trip every year.

• Many now prefer small-group and interest-based travel, such as culinary trails, heritage walks, and cultural workshops.

• They rely heavily on online reviews, blogs, and forums, with TripAdvisor remaining one of their most trusted planning tools.

• Gen X travellers are less influenced by Instagram and social media trends, focusing instead on credible, first-hand information.

• Around 38% are willing to pay more for eco-friendly options, not for image, but because they value comfort that doesn’t harm the environment.

• While Gen Z coined “work from anywhere,” Gen X has embraced “flexcations”, which offer extended stays that combine work and leisure.

• 52% of Gen X travellers say that mental well-being is a key motivation for travel in 2025, with a preference for experiences that offer peace, balance, and personal renewal.

Who Are Gen X and How Are They Impacting Travel?

Born between 1965 and 1980, Generation X sits between the Baby Boomers and Millennials — often described as the “bridge generation.” Today, Gen Xers are in their mid-40s to late-50s, representing a demographic that’s financially stable, tech-savvy, and values experiences that blend comfort with authenticity. Despite being smaller in size than Millennials or Boomers, Generation X has strong purchasing power, making them an influential group in shaping modern travel trends.

According to a Skyscanner Travel Trends Report, Gen X accounts for over 25% of global leisure travellers, with many in this group prioritising meaningful experiences and family-oriented trips over trend-driven adventures.

Here’s what defines their travel style:

1. The “In-Between” Generation

Gen Xers grew up before the digital age but adapted seamlessly to it. This gives them a unique perspective, as they appreciate both traditional forms of travel (guidebooks, word-of-mouth recommendations) and modern conveniences like apps and online reviews. They value balance: not entirely analogue, not fully digital.

2. Financially Confident and Value-Oriented

• Many Gen Xers are at the peak of their careers, often holding senior roles or running businesses.

• According to Expedia’s Traveller Value Index, this group spends 20–30% more annually on travel than Millennials.

• They tend to look for quality over quantity, choosing a comfortable boutique stay over multiple short getaways.

• Yet, they remain price-conscious, using comparison tools and loyalty programs to get the best value.

3. Family-Focused Explorers

• Gen X often travels with children or ageing parents, making multi-generational travel one of their defining trends.

• Around 45% of Gen X travellers plan family-oriented vacations each year.

• They prioritise safety, comfort, and educational experiences that allow family members to bond and learn together.

4. Experience Over Extravagance

For Gen X, travel is less about checking boxes or collecting passport stamps and more about the depth of experience.

• They seek immersive, cultural journeys like learning to cook local dishes, joining community tours, or exploring heritage sites.

• They prefer slower travel that allows time for reflection and connection.

• Wellness and rejuvenation rank high, with spa retreats, nature lodges, and yoga breaks being popular choices.

5. Tech-Savvy but Grounded

• Gen Xers are comfortable using apps for booking, digital check-ins, and navigation, but they’re not ruled by social media trends.

• According to Travelport Digital, 72% use mobile check-ins, yet most still value human touchpoints, such as speaking with a travel agent or concierge.

• They read travel blogs, online reviews, and destination newsletters, but are less influenced by influencers compared to younger generations.

6. Their Growing Influence on the Industry

Gen X travellers’ choices are quietly transforming the travel landscape:

• The rise of mid-luxury boutique hotels and culturally immersive itineraries caters directly to their preferences.

• Their loyalty to brands that deliver consistent quality has driven airlines and hospitality groups to revamp loyalty programs and prioritise customer experience.

• They’re a major driver of off-season travel, preferring less crowded destinations that align with their flexible schedules and mature outlook.

Spending Power and Economic Impact of Gen X Travellers

When it comes to financial confidence and spending ability, Generation X stands out as one of the most powerful consumer groups in the travel industry. Positioned in their mid-career to pre-retirement years, most Gen Xers have reached a point of financial stability, steady income, and established lifestyles. Unlike younger generations still building wealth or older ones scaling back, Gen X actively uses their earnings to invest in experiences that hold personal and emotional value, and travel sits high on that list.

1. Strong Financial Position

Gen Xers are typically in their peak earning years, often holding senior leadership roles or managing their own businesses. They belong to a demographic that values financial prudence, yet doesn’t shy away from spending when it comes to creating meaningful experiences.

• According to Bloomberg, Gen X holds nearly 31% of the world’s total wealth, second only to Baby Boomers.

• They are responsible for a quarter of global travel spending, according to Phocuswright Research, making them a crucial audience for tourism boards and brands alike.

• A study has revealed that Gen X travellers spend an average of $4,200 per international trip, compared to Millennials’ $3,300.

2. Smart, Value-Driven Spending

While they can afford luxury, Gen Xers are known for being savvy and selective spenders. They look for the right balance between quality, price, and comfort, often doing their research before booking.

• Expedia’s Traveller Value Index reports that Gen Xers spend 20–30% more on travel annually than Millennials, but tend to seek greater value in what they purchase.

• They use comparison tools, loyalty programs, and travel deals to stretch their budgets without compromising experience.

• Their choices are less about status and more about substance — they are more likely to book a boutique heritage property than a five-star chain, if it offers authenticity and connection.

3. Family-Centric Travel Priorities

A defining feature of Gen X travel spending is their focus on family and multi-generational experiences. With many balancing teenage children and ageing parents, they see travel as a way to bond and create shared memories.

• As per American Express Travel Insights, nearly 45% of Gen X travellers plan vacations that include children or elderly relatives.

• Family-friendly destinations like Spain, Thailand, and Italy continue to rank high among their preferences.

• They tend to favour all-inclusive resorts, villa rentals, and guided family tours, where convenience and comfort meet cultural enrichment.

• This family-first approach often leads to larger travel budgets, as expenses are shared across age groups and include diverse interests, from beach relaxation to heritage excursions.

4. Preference for Comfort and Quality

Gen X travellers prefer a level of comfort that ensures ease, safety, and relaxation, without veering into extravagance. They enjoy the finer things in life but value practicality and purpose.

• A Skift Consumer Travel Survey found that 58% of Gen X travellers prefer mid-range to upscale hotels that offer a balance of comfort and authenticity.

• Many are loyal to hotel chains with consistent service quality, yet increasingly open to boutique stays and experiential lodgings that feel personal.

• Their booking habits show a preference for direct bookings or trusted travel advisors, especially for long-haul or complex itineraries.

5. International and Frequent Travellers

Gen Xers travel regularly and confidently, often venturing beyond domestic boundaries.

• Over 60% of Gen X travellers plan at least one international trip every year, according to Expedia’s data.

• They are also seasonally flexible, travelling during shoulder seasons to avoid crowds and inflated prices — a pattern that benefits destinations seeking year-round tourism.

• Popular choices include Europe, Southeast Asia, and Australia, regions that combine cultural depth with relaxation.

6. Driving Change in the Travel Industry

The economic influence of Gen X extends beyond their personal spending habits — it shapes how travel products are designed and marketed. Their spending power and preferences have encouraged travel companies to evolve in the following ways:

• Customised itineraries: Tour operators now focus on small-group and interest-based travel, from culinary trails to heritage walks.

• Premium economy options: Airlines have expanded offerings between economy and business class to meet Gen X’s demand for comfort without luxury pricing.

• Curated family experiences: Resorts and destination management companies create packages that cater to all age groups, blending adventure with relaxation.

• Loyalty-driven marketing: Since Gen Xers value consistency, many brands now invest in long-term customer relationships over one-time campaigns.

In essence, Gen X travellers represent the balance between luxury and practicality, discovery and comfort, independence and reliability. Their spending habits are reshaping global travel — not through viral trends, but through sustained, thoughtful consumption that prioritises value, authenticity, and connection.

Popular Destinations Among Gen X Travellers

Generation X travellers are a discerning group. They look for destinations that balance authenticity, comfort, and culture, with a strong emphasis on safety, convenience, and meaningful experiences. Their preferences are often shaped by family needs, nostalgia, and a desire for deeper exploration rather than fast-paced travel.

According to a 2024 Expedia Group report, Gen X makes up nearly 25% of global leisure travellers, and their top destination choices reveal a blend of adventure, relaxation, and cultural immersion.

1. Europe: The Heart of Cultural Exploration

Europe remains a favourite among Gen X travellers, particularly for its mix of history, food, and scenic diversity.

• Italy, France, and Spain are consistently ranked among the top three destinations for Gen X, according to Virtuoso’s 2023 Luxe Report.

• Around 48% of Gen X travellers cite Europe’s art, architecture, and culinary heritage as their primary motivation for visiting.

• Cities like Paris, Rome, and Barcelona appeal for their mix of iconic landmarks and walkable neighbourhoods.

• Many also prefer slower-paced, countryside escapes such as Tuscany, Provence, and Andalusia, which align with their preference for relaxation and authenticity.

Family-friendly European destinations are also on the rise. Portugal and Greece have become popular for multi-generational travel because of their affordability, safety, and family-oriented experiences.

2. North America: Comfort and Nostalgia

For Gen Xers based in the U.S. and Canada, travel within North America remains a top choice.

• A 2023 AARP Travel Trends Study revealed that 64% of Gen X Americans plan at least one domestic trip per year.

• Popular destinations include New York City, Florida, California’s wine regions, and national parks such as Yellowstone and Yosemite.

• Road trips are particularly popular among Gen X, with nearly 55% saying they prefer travelling by car to maintain flexibility and control.

• In Canada, Banff, Vancouver, and Prince Edward Island attract Gen X travellers looking for scenic beauty combined with comfort.

Their domestic travel patterns reflect a desire for familiarity with exploration, often combining outdoor activities with culinary or cultural experiences.

3. Asia: Culture, Value, and Wellness

Gen X travellers have shown increasing interest in Asia for its cultural depth, affordability, and wellness offerings.

• According to Booking.com’s 2024 Travel Predictions, destinations such as Japan, Thailand, Vietnam, and Bali are among the top five Asian favourites for Gen X travellers.

• Japan ranks especially high for its cultural heritage and efficiency, with 43% of Gen X visitors citing it as a “bucket-list” destination.

• Thailand and Vietnam appeal for their mix of comfort, cuisine, and affordability, especially for longer stays or “flexcations.”

• Bali continues to attract Gen X travellers interested in yoga retreats, nature, and boutique resorts that offer privacy without isolation.

Asia’s appeal lies in its ability to provide both immersion and ease, allowing travellers to explore new cultures without compromising on comfort.

4. Australia and New Zealand: Adventure with Ease

Adventure and natural beauty are key motivators for Gen X, and Australia and New Zealand deliver both.

• A Tourism Australia Insights Report (2023) found that Gen X travellers are among the top international visitors seeking nature-based travel, comprising 28% of eco-tourism bookings.

• Sydney, Melbourne, and Queenstown are particularly popular for combining urban sophistication with outdoor access.

• Many choose self-drive trips across the Great Ocean Road or the South Island, reflecting their preference for flexibility and independent travel.

These destinations resonate with Gen X’s desire for manageable adventure, offering scenic exploration without the chaos of overtourism.

5. Latin America: Culture, Warmth, and Connection

Latin America is emerging as a favourite among Gen X travellers seeking authentic cultural experiences in a relaxed atmosphere.

• Mexico, Costa Rica, and Peru are top choices, according to American Express Travel’s 2024 Global Trends Report.

• Around 38% of Gen X travellers expressed interest in Latin American destinations for their local hospitality, food, and affordability.

• Mexico is particularly popular for its balance of beach relaxation and rich history, with Cancún, Oaxaca, and Mexico City seeing strong growth.

• Costa Rica attracts eco-conscious travellers who value sustainability and adventure, while Peru’s Machu Picchu remains a cultural favourite.

Latin America appeals to Gen X for its sense of warmth, local connection, and cultural authenticity, offering experiences that feel grounded and meaningful.

6. The Growing Appeal of Slow and Sustainable Destinations

Sustainability is an increasingly important factor for Gen X travellers.

• A Skyscanner 2024 report revealed that 57% of Gen X respondents prefer eco-conscious travel options, such as boutique stays or destinations that support local communities.

• Countries like Iceland, Bhutan, and Slovenia are gaining popularity for their focus on conservation and slow tourism.

• Gen X travellers are more likely to choose destinations that balance comfort with conscience, avoiding overcrowded spots in favour of quieter, more responsible alternatives.

This shift reflects a mature travel mindset, one that values longevity, impact, and authenticity over volume and speed.

Booking Patterns Among Gen X Travellers

Generation X travellers tend to be methodical and value-conscious when planning their trips. They occupy a unique space between Baby Boomers, who often rely on traditional agents, and Millennials, who prefer spontaneous, app-based bookings. Gen X combines both worlds — they research deeply online yet still appreciate personal recommendations and trusted platforms.

According to multiple travel industry reports from Expedia Group (2024), Skyscanner, and AARP, their booking habits reveal several clear trends.

1. Early Planners with a Focus on Value

• Around 62% of Gen X travellers prefer to book their trips at least three months in advance, especially for long-haul or family travel.

• They are careful planners who compare flight, accommodation, and package deals across multiple platforms before finalising.

• While they value convenience, they are not impulsive spenders; they prioritise getting the best balance between quality and price rather than just the cheapest option.

• Many Gen Xers also look for loyalty benefits, bundled offers, and flexible cancellation policies before committing.

Their booking approach is guided by research, reviews, and reliability, reflecting their preference for a stress-free, well-organised travel experience.

2. Heavy Reliance on Online Research

• Gen X travellers are comfortable using technology for bookings, but they still rely heavily on desktop research rather than mobile-only planning.

• According to a Google Travel Insights (2023) report, about 70% of Gen X travellers use at least two or more devices (laptop, tablet, smartphone) while researching a trip.

• They often begin their planning with search engines and comparison sites such as Expedia, Skyscanner, and Booking.com, followed by TripAdvisor and travel blogs for authentic insights.

• Reviews, peer feedback, and reputation play a strong role in decision-making, with over 80% saying they read multiple online reviews before booking hotels or tours.

This blend of tech confidence and thorough research makes them savvy digital travellers who rely on trusted sources over social media hype.

3. Preference for Direct and Trusted Channels

• Gen X travellers are less likely to rely on social media ads or influencers to make travel decisions. Instead, they prefer direct booking through airline or hotel websites.

• According to Phocuswright’s Traveller Path Study (2024), 58% of Gen X travellers book directly with providers to ensure transparency and customer service reliability.

• Email newsletters remain one of the most effective ways to reach this demographic, as they respond well to personalised offers and exclusive member deals.

Their approach reflects trust-based booking behaviour; they would rather book with a reputable brand than experiment with unfamiliar or budget platforms.

4. Balanced Use of Online Travel Agencies (OTAs)

• While they often book directly, many Gen X travellers still rely on OTAs for price comparison and bundled packages.

• Expedia, Agoda, and Booking.com remain the top choices among Gen X, particularly for international travel.

• Around 46% of Gen X travellers use OTAs to book multi-city or multi-component trips, such as combining flights, hotels, and activities.

• They appreciate the convenience and clarity OTAs offer, but still verify details independently before confirming.

This balanced use of platforms shows their pragmatic approach, blending online convenience with old-school diligence.

5. Increasing Interest in Mobile Bookings, but Not Exclusively

• Although Gen X is digitally adept, they have not fully transitioned to mobile-only booking.

• A Skyscanner report (2024) found that 38% of Gen X travellers book via mobile apps, compared to 67% of Millennials.

• However, they frequently use mobile apps for flight check-ins, digital boarding passes, itinerary tracking, and navigation.

• They are also more likely to use apps for loyalty management or travel alerts rather than impulse bookings.

Their use of technology reflects a functional mindset; they embrace digital tools that simplify travel but avoid platforms that feel intrusive or unreliable.

6. Flexibility and Security are the Key Components

• Post-pandemic, Gen X travellers place high importance on flexibility, refunds, and travel insurance.

• According to Expedia’s 2024 Traveller Value Index, 57% of Gen X respondents said they would only book providers offering free cancellation or rescheduling.

• They are also more likely to purchase comprehensive travel insurance, especially when travelling with family or abroad.

• Security, transparency, and data privacy are critical factors influencing their final booking decisions.

This behaviour reflects their risk-aware and practical travel mindset, balancing digital efficiency with a cautious approach.

The Role of Technology in Gen X Travel

Gen X travellers sit at an interesting crossroads when it comes to technology. They grew up in a world before smartphones, Wi-Fi, and online bookings, yet adapted effortlessly as the digital age unfolded. This makes them one of the most versatile and confident travel demographics — equally comfortable flipping through a Lonely Planet guidebook or comparing flight prices on Skyscanner.

Unlike younger generations who live their journeys online, Gen X uses technology as a tool, not a lifestyle. They plan smartly, research deeply, and rely on digital platforms to enhance convenience rather than define their experience.

1. Digital Planning, Real-World Experiences

Gen Xers are practical travellers who see the internet as a means to make travel easier and more efficient.

• They regularly use comparison sites like Expedia, Skyscanner, or Kayak to find flights and accommodation deals.

• They rely heavily on online reviews, blogs, and forums, especially TripAdvisor, which continues to be one of the most trusted platforms among this generation.

• Rather than booking impulsively, they often cross-check multiple sources to ensure value, safety, and credibility before committing.

This generation values research and reassurance. For them, technology simplifies the process of planning but doesn’t replace the excitement of discovery.

2. Trust in Information, Not Influence

Where Millennials and Gen Z might follow travel influencers or viral TikTok itineraries, Gen X remains more discerning in their online behaviour. They prefer authentic recommendations from trusted writers, online communities, or travel newsletters.

• Email newsletters and loyalty programs are still their preferred way to stay updated on travel offers.

• They are less swayed by influencer marketing, instead trusting personal experience, brand reputation, and word-of-mouth referrals.

• Many still enjoy speaking with human advisors or booking agents for complex itineraries, blending tech efficiency with human expertise.

Their approach reflects a deeper sense of confidence and caution — they trust digital tools, but not blindly.

3. The Mobile Revolution and Tech Comfort

While Gen Xers may not share every travel moment on Instagram, they’ve seamlessly integrated mobile tech into their journeys.

• A Travelport Digital study found that 72% of Gen X travellers prefer using mobile check-ins and digital boarding passes, showing how naturally they’ve embraced convenience-driven tech.

• Apps for navigation (Google Maps), currency conversion, translation, and itinerary tracking are part of their standard travel toolkit.

• They often download destination guides or language apps in advance, reflecting their love for preparedness.

They appreciate technology that simplifies travel logistics, but remain wary of over-automation, intrusive ads, or excessive data collection.

4. Balance Between Digital and Disconnected

Perhaps what sets Gen X apart is their ability to balance connectivity and disconnection. They use technology where it adds value, but they also know when to put the phone away.

• They’re less likely to post in real time and more inclined to document their travels privately, through photos, journals, or reflections shared after returning.

• They prefer meaningful online engagement, reading long-form travel content or joining niche Facebook groups over endless scrolling.

• For them, the internet complements travel; it doesn’t compete with it.

5. Shaping the Future of Digital Travel

Their approach has influenced how the travel industry communicates today. Many brands now tailor their digital outreach to Gen X through:

• Well-designed websites and transparent booking interfaces.

• Personalised email campaigns instead of flashy influencer tie-ins.

• Hybrid experiences, combining digital booking ease with human customer service.

In a world where travel is increasingly defined by algorithms and social media trends, Gen X stands as a reminder that technology should enhance travel and not overshadow it. They represent a thoughtful balance between the analogue roots of exploration and the digital ease of the modern traveller.

Sustainability and Conscious Travel Among Gen X

Long before “eco-travel” became a buzzword, Generation X was already quietly practising it. This is a generation that values mindful choices, not because they’re trendy, but because they feel right. Having grown up witnessing climate shifts, urban sprawl, and over-tourism, many Gen X travellers approach sustainability with a sense of personal responsibility rather than activism.

They don’t always label themselves as “eco-conscious,” but their habits reveal a deep awareness of impact — on people, places, and cultures.

1. Mindful, Not Trend-Driven

Unlike younger travellers who often wear sustainability as an identity, Gen X tends to integrate it naturally into their travel decisions.

• They’re more likely to choose locally owned accommodations, family-run guesthouses, or boutique stays that directly benefit the community.

• Many avoid overcrowded destinations in favour of smaller, lesser-known towns where tourism feels more personal and less extractive.

• They are strong believers in “slow travel” — spending longer in one place to truly experience it rather than rushing through multiple stops.

A Virtuoso sustainability report found that 38% of Gen X travellers are willing to pay more for eco-friendly options, not for show, but because they value comfort that doesn’t come at a cost to the environment.

2. Supporting Local Economies

For Gen X, sustainable travel isn’t just about the planet; it’s about people.

• They prefer dining at local restaurants, shopping at neighbourhood markets, and booking community-led tours.

• Many actively seek out opportunities to give back, whether that’s through volunteering, visiting cooperatives, or supporting indigenous artisans.

• This generation often sees travel as a cultural exchange, not consumption — a way to learn and contribute rather than simply take.

Their spending choices often leave a positive footprint, helping smaller businesses thrive and ensuring tourism revenue stays within local communities.

3. Conscious About Carbon and Comfort

Gen Xers aren’t necessarily backpackers or minimalists, but they are thoughtful consumers. They look for balance, essentially a trip that’s comfortable yet responsible. They opt for direct flights or train journeys where possible to reduce emissions.

• They appreciate hotels with green certifications, recycling programs, or farm-to-table dining.

• Many are adopting digital documentation, such as using e-tickets, digital boarding passes, and online maps instead of printed materials.

According to Booking.com’s 2024 Sustainable Travel Report, 57% of Gen X travellers said they actively look for eco-labels when booking stays, while 41% are influenced by a property’s sustainability practices.

4. The Quiet Pioneers of “Slow Travel”

One of Gen X’s most defining contributions to modern tourism is the rise of slow travel, a philosophy that aligns perfectly with their values.

• They prefer immersive stays: a few weeks in a Tuscan farmhouse, a month in a Vietnamese town, or long road trips through the countryside.

• They are less interested in curated itineraries and more in finding rhythm with a place — its markets, locals, and pace of life.

• Their trips often revolve around personal growth and connection, not just relaxation.

In many ways, their slower, more intentional approach has set the tone for today’s movement toward responsible, mindful travel, long before hashtags made it popular.

5. The Legacy of Gen X Sustainability

As the travel industry accelerates toward greener standards, Gen X stands out as the generation that normalised sustainability as common sense. They may not make headlines with their eco-consciousness, but their decisions speak volumes.

Their influence has encouraged:

• Hotels to adopt green certifications and community-first programs.

• Airlines to rethink carbon offset options and loyalty-driven sustainability perks.

• Tour operators to design ethical, small-group journeys that emphasise connection over consumption.

For Gen X, responsible travel isn’t a trend to follow. It’s simply how they move through the world. Thoughtful, deliberate, and deeply respectful of the places they visit.

How Gen X Is Shaping the Future of Travel

When people talk about the future of travel, Millennials and Gen Z often dominate the conversation. Yet, quietly and consistently, it’s Gen X — the seasoned explorers, the family planners, the balanced dreamers — who are setting the tone for what travel truly means in a post-pandemic world.

This generation is redefining modern tourism by blending the stability of experience with the curiosity of discovery, influencing everything from destination marketing to how brands design their experiences.

1. Redefining What Luxury Means

For Gen X, luxury is no longer about five-star hotels or first-class tickets. It’s about time, space, and meaning.

• They are drawn to experiential luxury, such as private vineyard tours, immersive cooking classes, or offbeat heritage stays.

• According to the American Express Global Travel Trends Report, 68% of Gen X travellers say they value authenticity and cultural depth more than traditional indulgence.

• They prefer boutique and character-driven properties over big chains, often seeking places that tell a story.

Their choices have pushed the travel industry to evolve, replacing extravagance with experience, and transactions with emotion.

2. The Rise of Multi-Generational Travel

Gen X sits at the heart of their families, often juggling kids, ageing parents, and demanding careers. This has given rise to one of the biggest modern travel trends: multi-generational travel.

• Nearly 45% of Gen X travellers now plan trips that include children or parents, according to Expedia’s 2024 Travel Value Index.

• These trips often favour villa stays, countryside lodges, or cruises, where everyone can relax yet share experiences.

• They prioritise comfort, safety, and family bonding, choosing destinations that offer cultural depth alongside recreation — think Tuscany’s vineyards, Japan’s onsens, or New Zealand’s scenic drives.

This pattern is shaping how destinations design their offerings — more family-inclusive, yet meaningful.

3. Work-Life Integration and the “Flexcation”

While Gen Z coined the idea of “work from anywhere,” it’s Gen X that’s perfecting it. Many in this group are opting for “flexcations” — extended stays that blend work and leisure.

• They’re using remote work flexibility to travel for longer durations, sometimes for weeks at a time.

• Mid-range resorts, serviced apartments, and co-living spaces are seeing a spike in Gen X bookings.

• A report by Vrbo found that 35% of Gen X travellers extended a leisure trip by working remotely during it, which is one of the highest among all generations.

They’re proving that travel doesn’t have to be an escape from life; it can be a seamless extension of it.

4. Prioritising Health, Safety, and Emotional Well-being

The pandemic reshaped how Gen X views travel. For them, it’s no longer about ticking off destinations; it’s about healing, reconnecting, and recalibrating.

• Wellness travel, from yoga retreats in Bali to digital detox cabins in Scandinavia, is increasingly popular among Gen Xers.

• According to the Wellness Tourism Association, 52% of Gen X travellers say mental well-being is a key motivation for travel in 2025.

• They also emphasise safety and trust, choosing operators with clear health protocols and flexible bookings.

For this generation, travel has become a tool for balance, a mindful pause in a fast-paced life.

5. Inspiring the Generations to Come

Perhaps Gen X’s greatest impact on travel is intergenerational inspiration.

• They’ve raised Gen Z travellers who see the world as accessible and interconnected — largely because their parents modelled that openness.

• Their preference for authentic, conscious travel has influenced both younger and older travellers to seek depth over spectacle.

• And as they move into their 60s, they’re likely to pioneer “active retirement travel” — long-term stays, creative sabbaticals, or cultural residencies abroad.

In many ways, they are the quiet architects of the travel industry’s evolution — shaping trends without shouting about them.

6. The Gen X Legacy in Travel

Gen X travellers have shown the world that travel can be purposeful without being performative. They’ve taught us that it’s possible to:

• Travel responsibly while enjoying comfort.

• Embrace technology without losing the human touch.

• Balance family, work, and personal discovery through travel.

Their influence can be seen across the board — from sustainable hotel design to flexible itinerary planning, from authentic storytelling to digital innovation.

A Generation Balancing Purpose and Practicality, Shaping Travel with Wisdom and Experience

Generation X may not make as much noise as younger travellers, but they are quietly shaping the way the world travels with balance, depth, and discernment. Having grown up in an analogue world and adapted seamlessly to the digital age, Gen X travellers combine curiosity with clarity of intention.

For them, travel is not about checking off destinations or chasing trends. It is about reconnecting with what matters most, whether that means quality family time, cultural discovery, or personal rejuvenation. They prefer well-thought-out journeys over impulsive adventures, and meaningful experiences over superficial escapes.

This generation is grounded yet open-minded. They value authenticity but also comfort. They are willing to spend on experiences that add genuine value to their lives, such as a culinary immersion in Italy, a heritage trail through Eastern Europe, or a wellness retreat in Bali. While Millennials might travel to find themselves, Gen X travels to rediscover balance.

Digitally savvy but cautious, they rely on research, trusted reviews, and word-of-mouth recommendations. Their travel decisions are guided by reliability, safety, and substance rather than hype or social media trends. For them, technology is a helpful tool to enhance travel, not something that defines it.

As they plan their next getaway, balancing family schedules, career commitments, and personal interests, Gen X travellers represent a generation that refines travel instead of reinventing it. They remind us that meaningful journeys do not have to be loud or disruptive. Sometimes, they simply need to be intentional, well-paced, and real.

For the travel industry, the message is clear. This generation values quality, trust, and experience. They have witnessed the evolution of travel from paper maps to mobile apps, and their expectations have matured with time. To connect with them, it is not enough to sell a destination. The experience must offer a story worth investing in.