Targeting a New Microgeneration of Luxury Travelers
Skift Take
Just when you started having it up to here with ballyhooed buzzwords like millennials, authenticity and experiential travel, along comes J. Walter Thompson with a whole new compendium of marketing terminology. Let's see what sticks.
Watch out, luxury travel marketers, there’s a new generation to pay attention to, and it's not Generation Z.
The rise of the xennial is just one of the trends identified in J. Walter Thompson Intelligence’s Future 100: 2018.
The report covers trends in a range of areas, including technology, food, retail, culture, luxury and travel. One of the most significant trends that crosses categories is that of the xennial: a mix of younger Generation X'ers and older millennials.
“A new generational cohort is emerging—one that marketers need to heed. Xennials are a microgeneration aged 30 to 45—older than typical millennials, but younger than (most of) Generation X," says the report.
According to Dan Woodman, an associate professor of sociology at The University of Melbourne, “They get described as a golden mean between the cynicism attributed in generational stereotypes to Gen X and the o
