Generation 35+, aka the Millennials, is quietly emerging as an increasingly influential and lucrative travel sector. Traveling with no children and often solo, they bring something every destination dreams of - independence, flexibility, and an open-ended travel budget.
With no school holidays shaping their schedules, they can book shoulder-season city breaks, midweek escapes, and long-haul adventures at the drop of a hat. They want quality, from boutique stays to curated cultural encounters and wellness retreats with a touch of gourmet flair - and they are willing to pay for it.
For the trade, the message is loud and clear. Marketing that once invested heavily on families and honeymooners now needs to speak to confident solo travellers and small groups of friends who see travel not as a reward but as a lifestyle. Having traded hostels for heritage hotels and cheap beer for craft cocktails and high-roller bubbles, Generation 35+ is calling on the industry to keep pace.
Pamela McCourt Francescone
Executive Editor
