Gen Z and Millennials might be the smiling faces of the social media campaigns, but that’s not where the power lies in travel.
A few years ago my parents were stocking up for their next big overseas trip. They love to hike, so they needed a whole heap of expensive bits and pieces for the tour they were going on: specialist clothing, boots, poles, good backpacks, all that sort of stuff.
Or in other words: who’s spending all the money in stores like that? It’s not uni students. It’s not school-leavers. In fact, anyone who has been on an adventure tour of any type – hiking, cycling, eating, roughing it somewhere far-flung – will understand that the assumption of a young, risk-taking but time-poor crowd on these journeys is wildly outdated. Boomers are hiking, they’re biking, they’re eating all the foods and they’re visiting all the places.
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