Marketing to Tech-Savvy Boomers and Influential Gen Z
Boomers and Gen Z may seem worlds apart. But when it comes to shaping the future of travel and lifestyle experiences, both generations are leading the conversation.
And in 2025, successful marketing strategies don’t choose between them. Instead, they understand how to speak to both.
Two Generations, One Shared Influence
Baby Boomers still hold more wealth than any other generation. They’re fueling demand for luxury travel, heritage trips, wellness experiences, and multigenerational getaways.
At the same time, Gen Z is driving trends, influencing household decisions, and reshaping digital expectations. They research deeply, value transparency, and prioritize brands that align with their worldview.
According to GWI, Gen Z and Boomers are increasingly aligned on values like sustainability, purpose-driven brands, and real-world experiences over products. The difference is in how they engage.
How to Market to Both Without Diluting Your Message
1. Respect the Digital Literacy of Boomers
Boomers are not digital novices. According to AARP’s 2024 tech trends, over 70% of Boomers use smartphones daily, and many are active on social platforms - especially Facebook, Pinterest, and YouTube.
What works:
Email campaigns with clear visuals and step-by-step value
Video content on YouTube or embedded in newsletters
Mobile-optimized booking flows that don’t rely solely on apps
What to avoid: Overly complex UX or assuming they need help using tech.
2. Give Gen Z a Voice (and a Reason)
Gen Z wants to be part of the conversation. They’re skeptical of traditional advertising but responsive to:
Community-led content (e.g., group itineraries curated by creators)
Transparent messaging around price, sustainability, and impact
Interactive tools (like quizzes or itinerary builders) that let them shape their own experience
According to Harvard Business Review, this generation values brands that show who they are as much as what they sell.
3. Build Multigenerational Campaign Tracks
If your offering appeals to families or mixed-age groups, don’t market one-size-fits-all. Instead, build parallel messaging tracks:
For Boomers: Comfort, culture, legacy experiences, VIP access
For Gen Z: Content creation opportunities, cultural immersion, and group energy
For Everyone: Flexible payment plans, easy booking, and values alignment
Try promoting your trip with multiple narrative voices - each speaking authentically to one part of the group.
4. Highlight Intergenerational Moments
Whether it’s a grandmother and granddaughter hiking together in Patagonia or a family running a race on another continent, showcase the connection.
These are the moments that sell both generations: memory-making for Boomers, and shared story-building for Gen Z.
This is also where UGC shines. Ask your audience to share their favorite multi-gen travel moment and feature it on your site or social channels.
Don't Just Bridge the Gap - Celebrate It
Boomers are legacy travelers. Gen Z is future-focused. One is passing the torch, the other is picking it up. Together, they make up one of the most influential dynamics in today’s travel market.
If your brand can market to both - with clarity, respect, and relevance - you’re not just expanding your audience. You’re building one that spans generations.
