Let’s talk travel impulses

Which generation jumps on a vacation deal the fastest? Nope, not that one.😉

When we look at baby boomers, they’re a pretty unique bunch. Even though this generation holds more wealth than younger generations, they’re pretty careful when it comes to parting with their money. Whether it’s a bucket-list vacation, staying connected to their favorite sports team, or monitoring their health, they prioritize experiences that enrich their lives.

Baby boomers have a distinctive travel style – they’re far more likely than average to book trips spontaneously, without months of saving. In fact, they’re 159% more likely to do so, and that jumps to 211% among retired boomers.

Surprisingly, cruises aren’t their top pick. Gen Z actually leans more toward cruise vacations, while baby boomers prefer sightseeing and cultural experiences, often through guided tours. 

For travel brands, this means recommendations, past experiences, and perceived value are key drivers. Boomers love a good deal — even when they’re booking on impulse — so offers from travel agencies or booking platforms carry serious weight. Ultimately, they’re looking for experiences that feel enriching and worthwhile, and that mindset shapes many of their financial choices beyond travel. 

Baby boomers’ spending habits in 2025 – insights from Global Web Index.

Photo @Unsplash