Travel Reference
In-Depth Information
Table 4.1
Consumer behaviour of baby boomers and generations X and Y
Baby boomers
Generation X
Generation Y
Diligent. Prefers stable
environment
Independent, self-
motivated and self-
sufficient
Independent, self-
motivated and self-
sufficient
Search for experiences
in a secure environment.
Constrained by financial
austerity
Search for authentic
experiences. Adventurous
Search for authentic
experiences. Adventurous
Not generally highly
technologically savvy
Less technologically savvy
than generation Y but
demonstrates increasing
use of internet for travel
research
Highly technologically
savvy
Enjoys teamwork - possibly
supporting the prolific rise
in the package holiday of
the 1970s and 1980s
Prefers to work as an
individual, suggesting
that making own travel
arrangements is preferable
to pre-packaged holiday
'It is less important to build
products
for
them but to
build products
with
them'
(Cooper
et al.
, 2008: 52).
Teamwork and individualism
are closely linked
Balance work and family
Strong family values and
financial conservatism
leads them to seek value-
for-money travel and family
holidays
Ability to be permanently
connected to friends and
family through social media
technology
Less geographically aware
in terms of destination
location, although this is
changing as this generation
retires and has more time
and disposable income for
exploration
More geographically aware
in terms of destination
location
Increasingly geographically
aware in terms of
destination location
Source
: Adapted from Cooper
et al
. (2008); Yu and Miller (2005); Glover and Prideaux (2009)
