By Cailey Rizzo/Travel + Leisure
October 28, 2017

Your age is likely to determine your travel style, according to new research from Expedia.

Although that conclusion may not seem ground-breaking, the exact information that travel companies derive from this study can determine the type of advertising that you see as you plan travel.

For example, Expedia’s research concluded that Generation Z (in this case, anyone born in 1994 or after) is the most adventurous age group. Not only are they the most likely to choose an international destination for a vacation, they’re also more likely to choose alternative accommodations, like a homeshare or campsite.

But that adventurous spirit doesn’t translate to finances: Generation Z is the most likely of any generation to stick to a budget (most likely because they’re younger and have less to spend).

Millennials (age 24 to 35) are the most likely to choose an all-inclusive vacation where they don’t have to plan anything. They also are the most likely to choose to spend their time on vacation outside. This generation is particularly targeted by companies because they’ve self-reported that they’re the most affected by advertisements.

Older travelers, however, are more resistant to ads. Baby Boomers travel mostly to visit friends or family and often have a destination in mind before they even begin planning a trip. However, they’re also the least resistant to budget restrictions.

So while travel companies will not try to lure Baby Boomers to new destinations with social media, they may try to push an upgrade in accommodation or travel class.

Members of Generation X (ages 36 to 55) travel the least of any group, so marketers must be strategic when attempting to grab their vacation days. Generation X cares deeply about getting a good deal, but they’ll spend the most on their hotel. They also read reviews and will research before making a final booking.

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