By Head of Broadcast, Gregor Chalmers
The clocks have gone back, and now I’m waking up to take my daughter to nursery in the pitch dark. As the walk grows colder and wetter, I’m already daydreaming about an escape—and apparently, I’m not alone. Recent research by Accord and Opinium reveals that more than two-thirds of the UK is planning a holiday in 2024, with 44% aiming for two or more trips. Among Gen Z and Millennials, wanderlust is even stronger: 79% of Gen Z plans at least one holiday, with 51% going for two or more. The pattern for Millennials is similar, and even more than half of Gen X and Baby Boomers have travel on the agenda this year. But does each generation’s approach to travel—and to how they unwind—truly reflect the broad labels they’ve been assigned?
As consumer habits continue to evolve, relying solely on generational stereotypes may not be enough for brands hoping to connect. Travel and entertainment habits reveal a more complex picture, showing that understanding audience behaviour demands a closer look at individual nuances within generational groups.
Generational Travel Trends: More Than One Approach to Vacation
Despite each generation’s unique perspective on travel, some distinct patterns are emerging across age groups. For instance, Baby Boomers stand out for their penchant for early planning, with two-thirds of them booking holidays by March. This inclination for advance planning suggests a desire for security in travel—a possible reflection of a cohort that values predictability. In contrast, Gen Z and Millennials show a more balanced mix of early planners and those who take a more spontaneous approach, with many waiting until spring to finalise bookings. This more flexible mindset may align with younger generations’ greater comfort in navigating last-minute deals or adjusting plans on the fly.
For travel brands, these differences reveal opportunities: while Baby Boomers respond well to early-bird promotions, targeting Gen Z and Millennials may require a continuous marketing approach. Offering enticing packages year-round could attract younger audiences who might otherwise hold off until the right moment.
Viewing Habits Across Generations: Fragmentation and Opportunity
Shifts in travel habits go hand-in-hand with changes in how we spend downtime. According to Ofcom’s Media Nations report, TV viewing grew in 2023, with an average of four hours and thirty-one minutes watched daily—up 6% from 2022. But viewing habits vary significantly by age, highlighting a fascinating split in how different generations consume content. Older audiences tend to lean toward traditional linear TV, while younger viewers favour streaming services. The variation in format preference reflects not only technological advances but also the unique experiences that each generation brings to media consumption.
Yet despite this fragmentation, the main TV screen remains central across all age groups, especially for streaming platforms like Netflix and Amazon Prime Video. Interestingly, nearly a third of YouTube viewing in the UK now happens on the main TV screen, while almost 85% of viewing on other streaming services also takes place there. This shift to larger screens is good news for advertisers: research from Thinkbox shows that TV ads viewed in the living room drive 60% higher ad recall than those watched on mobile devices, making it the ideal space for impactful, memorable advertising.
Avoiding Generational Stereotypes: A More Nuanced Approach
While generational insights offer helpful guidance, it’s crucial for brands to go beyond broad assumptions. Take Baby Boomers, for instance: they’re often grouped together as a single cohort, but a Boomer born in 1949 experienced a youth steeped in the rock and roll of the swinging sixties, while someone born in 1964 grew up during the Thatcher era. These distinct formative years likely shape different consumer preferences, making it critical to think beyond generational stereotypes when creating campaigns.
This need for nuance extends to video strategy as well. While older generations may prefer traditional TV, younger ones are reimagining TV’s role as they toggle between formats. But across all groups, the preference for the larger TV screen suggests that the home viewing experience is thriving. By understanding these subtleties, brands can develop strategies that are not only generationally aware but audience-specific.
Key Takeaways for Brands
- For Travel Brands: Reach Baby Boomers through early-bird promotions and advance booking incentives. For Gen Z and Millennials, a continuous campaign strategy could better capture this audience’s flexibility and last-minute tendencies.
- For Media Advertisers: Embrace the main TV screen as a powerful medium for all age groups. Adapting content to suit larger screens and optimizing for the living room setting can enhance recall, making campaigns more effective.
- For All Marketers: Go beyond generational labels. Recognize that while insights by age group are useful, individual experiences and context drive behaviour. Tailoring strategies that respect these differences will resonate with audiences in a meaningful way.
Conclusion: Embracing Complexity in Audience Planning
As we plan for 2025, it’s tempting to rely on generational trends to shape strategies. But in an era of diverse viewing habits and flexible travel plans, today’s audiences are complex. The brands that succeed will be those that look beyond the generational surface, creating messages that connect with the actual people behind the labels.