Beyond Baby Boomers: The Next Chapter

 

As Baby Boomers reduce leisure travel with age, millennials and Gen Z are expected to dominate the travel market. 

Baby Boomers remain a significant economic force, particularly in travel, thanks to their disposable income and accumulated wealth. Longer lifespans and better health in later years mean Baby Boomers travel more and stay active longer than previous generations of retirees. 

However, the tide may be shifting. For the first time in Voice of the Visitor, the 18-34 age group (25%) surpassed the 55+ age group. The 35-54 age group also increased, rising to 27%. Projections suggest that by 2030, younger generations will account for over half of U.S. leisure trips, up from a third in 2023. Though gradual, this generational shift is reshaping the industry. 

Melissa Simmons, PGAV Exhibit Designer, says, “We’re seeing a shift in travel preferences from older generations to middle-aged groups. Previously, Baby Boomers dominated, influencing preferences across the board. Now, while the change is subtle, millennials and Gen X are taking the lead.” And with that shift comes shifting priorities.  

Changing Preferences 

Younger generations are more likely to prioritize experiences over material possessions. They often seek to build a diverse portfolio of unique experiences, aligning with exploring new places over revisiting old ones. 

  • Young adults (18-34): Drawn to thrills, tech-based experiences, and immersive attractions. 

  • Adults (35-54): Prioritize fresh, new experiences and technology that enhance or bring attractions to life. Places like theme parks and water parks encourage repeat visits through immersive, multi-sensory attractions, family-friendly activities for all ages, loyalty programs, and frequent updates, such as seasonal events and new features, that keep the experience fresh and engaging. 

  • Visitors 55+: Prefer destinations with educational value and connections to nature. However, without fresh programming or unique events, these experiences may not drive frequent returns. 

Life Stages 

While age-based data is useful, understanding life stages provides deeper insight into travel behaviors. Simmons notes, “Traditionally, demographic data has been the focus of visitor analysis. However, looking at psychographics—personality, interests, and motivations—provides a more comprehensive picture. Understanding life stages helps explain why people travel the way they do.” 

Retirees likely have different travel needs and priorities than college students, and families have unique constraints compared to solo travelers.  

Multigenerational Travel 
Now, let’s add all those groups together in one trip. Increasingly, families are traveling together across multiple generations. According to VOV 2025 respondents, families with children under 18 accounted for 56% of all visits—a record for the largest ratio. Nuclear families accounted for 33% of attendees, followed closely by multigenerational parties at 22%. The 2023 Family Travel Association Annual Family Travel Survey indicates that over 50% of parents plan to travel with both grandparents and children, contributing to the growth of the family travel market. 

Meeting Needs 
Unsurprisingly, attractions that offer broad appeal are most attractive to family groups, including family entertainment centers, water parks, zoos and animal attractions, and theme parks. When young kids are involved, features like easily accessible restrooms, changing tables, and stroller-friendly spaces become must-haves. As older family members are added, new considerations—and opportunities—arise. Experiences like sit-down dinners or dinner theatres may be more appealing with that extra set of hands to help entertain the children. 

These larger family groups have specific needs that influence their choice of attractions: 

  • Accommodation Requirements: They often seek lodging that can comfortably accommodate multiple generations, such as family suites, adjoining rooms, and kitchenettes. 

  • Diverse Activity Options: Attractions appealing to different age groups. 

  • Accessibility and Convenience: Mobility access, rest areas, and family-friendly amenities like stroller parking and changing tables. 

By blending the timeless appeal of education and nature with fresh, interactive programming, destinations can cater to diverse audiences—offering meaningful connections that inspire both initial visits and lasting engagement. Simmons concludes, “We, as visitors, travel and explore destinations to fulfill an unconscious emotional need. Whether that need is to escape our everyday lives, spend time with family and friends, or explore new worlds, we lead with our hearts. Understanding visitors’ needs and motivations can help attractions provide opportunities for these needs to be met and exceeded with things like great customer service and stress-free amenities. The more barriers you remove for visitors to achieve their needs, the more successful and memorable you will be.” 

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Dawn Jasper