My last few blogs focused on Boomers and Generation X, and their relationship with the hospitality industry. Today, I’m focusing on Millennials, the biggest travelers of all 😊!

Origins

Anyone born between 1981 and 1996 is considered a millennial. The designation was first used in the book Generations (1991) by William Strauss and Neil Howe, who felt it was an appropriate name for the first generation to reach adulthood in the new millennium.

By 2023, Millennials will be the largest generation in the United States, with an estimated population of 72.7 million.

History

One of the characteristics of Millennials is that they came of age at a time of major technological change, particularly the rise of the Internet. In the USA, they were the first generation to have access to computers, cell phones and smartphones from an early age. As young adults, they were the target consumers of social media and streaming.

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This is the second part of my blog on Generation X (born between 1965 and 1980 or so), a generation “stuck” between aging parents and demanding children, who can’t wait to relax and enjoy life at the hotel 😉!

Quick facts

• While Generation X represents around 20% of the US population, it holds 26% of its wealth.
• 72% of Gen Xers say that loyalty programs are an important factor when choosing where to shop.
• 81% have a Facebook account, which they use to keep up to date with current events and their children, rather than to promote themselves.
• 54% are frustrated that brands constantly ignore them.

Although tech-savvy, Gen-Xers still rely heavily on traditional media: 48% listen to the radio, 62% read newspapers and 85% watch traditional television.

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I’m at the tail of Generation X, a cohort that loves to travel with its family but also enjoys getting away from its frantic life and relaxing a bit . Let’s explore this segment of the population and its relationship with the hospitality industry.

Who is Generation X?

Generation X or Gen X, born roughly between 1965 and 1980, is the cohort following Baby Boomers and preceding Millennials. In the U.S. they number around 65 million individuals. The letter “X” refers to an unknown variable (as in mathematics), or to the generation’s desire not to be defined.

The use of ‘Generation X’ to characterize this cohort was popularized by Douglas Coupland, a Canadian journalist and novelist. In 1987, he used the expression in the Vancouver Magazine. He later said that he had taken it from A Guide Through the American Status System by Paul Fussell (1983). Fussell used X to refer to people who wanted to distance themselves from the social struggle for class status and professional glory. The term was further popularized by Coupland’s 1991 novel, Generation X: Tales for an Accelerated Culture.

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This is Part II of my blog on Baby Boomers, one of the largest and most influential generations in American history. Let’s start with a few statistics.

Interesting Facts

• American baby boomers, who account for 20% of the country’s population, own 52% of its net wealth, worth $76 Trillions!
• 93% of Baby Boomers have smartphones and 75% use mobiles apps to stay connected to the world.
• Boomers account for 80% of luxury travel spending.
• Two-thirds of Baby Boomers chose hotels/motels as their preferred accommodation when travelling domestically (62% when traveling internationally).
• 76% of Baby Boomers are members of a hotel loyalty programme; 27% of a cruise loyalty programme.
• About a fifth of Baby Boomers that leave online reviews will comment on the hotels where they stayed.

Baby Boomers are known for their brand loyalty. Once they find a hospitality business that understands and caters to their needs, they are likely to stick with it and tell their friends and family about it, leading to repeat business.

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Travel habits and tastes can vary widely depending on one’s age. Today and in the coming week we focus on Baby Boomers, individuals who were born between 1946 and 1964. As one of the largest generations in American history – approximately 76 million individuals – Baby Boomers have left an indelible mark on our society.

Etymology?

The term “baby boomer” is tied to the large population growth that occurred in the United States following the end of World War II. While the word “boom” had been widely used to describe this spike in birth rates as men returned from war, it wasn’t until January 1963 when the term “baby boomer” was first coined in a Daily Press article by Leslie J. Nason.

History

The Baby Boom can be attributed to many causes. In some cases, those who wanted families had waited until after the war was over to have children. By this time, the Great Depression’s economic turmoil and the war were finally subsiding (the late 1940s and 1950s saw a general increase in wages and thriving businesses). Soldiers returned home ready to start families and hoped to provide a better life for their children.

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