For years, the travel industry chased younger travellers and the assumption was simple — Millennials and Gen Z were adventurous, active on social media and eager to explore the world.
But a quiet shift has been taking place and increasingly tourism operators, airlines, cruise companies and destinations are recognising that one of their most valuable customer groups is sitting much closer to retirement than university graduation.
Older Australians have something many younger travellers don’t… time.
Many also have fewer family commitments as they get older, greater financial flexibility and a growing desire to spend money on experiences rather than possessions.
The travel sector is paying attention and the numbers help explain why.
The Australian Seniors Grey Gap Year Report 2025 found almost 39 per cent of Australians aged over 50 had taken a major holiday in the previous year, more than double the 18 per cent recorded in 2022. About three in four already had plans for their next big trip.
Travel companies are seeing the shift firsthand. Intrepid Travel reported a 52 per cent year-on-year increase in passengers aged 55 and over between 2024 and 2025, pointing to growing demand for more immersive and extended travel experiences later in life.
For tourism operators, mature travellers are appealing for another reason in that they can often travel outside school holidays and peak annual leave periods. They may stay longer, spend more time in regional communities, dine locally, join tours and book experiences that support businesses well beyond the traditional holiday rush.
That makes them extremely valuable for regional destinations in particular.
The stereotype of retirees slowing down does not always match reality as many Australians in their 60s and 70s are travelling more than ever.
Some are embracing extended caravan adventures around Australia, and others are booking luxury rail journeys, expedition cruises, food and wine escapes, wellness retreats and overseas holidays they postponed while building careers and raising families.
Travel has become a reward rather than an interruption and, for many, retirement is no longer viewed as an ending but rather an opportunity.
Another shift is happening online with researchers at the University of Queensland identifying the growing influence of “granfluencers” — social media creators aged over 50 who are helping shape travel decisions among older adults.
Research led by Dr Rashid Saeed found mature travellers responded more positively to travel content created by older influencers than traditional portrayals of ageing. Participants reported stronger emotional engagement, more favourable attitudes towards travel brands and a greater intention to book experiences.
Dr Saeed says the appeal comes down to authenticity and relatability.
“The emotional connection of seeing someone their own age breaking norms is central to why they are so effective,” he said.
Rather than promoting polished, out-of-reach lifestyles, many mature creators share practical advice, honest travel experiences and real-world insights that resonate with fellow travellers.
Travel experts believe many older Australians are prioritising experiences over material purchases.
For many, retirement creates opportunities that simply weren’t possible during their working years such as the holiday that was postponed or the caravan trip that never happened, or the overseas adventure that always seemed just out of reach.
The Grey Gap Year research also found many over-50s were comfortable using retirement savings for travel, with a strong belief that creating memories can be just as important as leaving money behind.
After decades of work, mortgages, school fees and family commitments, some older Australians are deciding this is their time.
Tourism operators know the future of travel is not solely about attracting younger customers as increasingly it is about understanding what motivates older travellers.
Dr Saeed believes older influencers are helping reshape perceptions of ageing itself.
“By portraying older adults as capable, adventurous and future-focused, they contribute to a more inclusive understanding of ageing,” he said.
Hotels, cruise companies, tour operators and destinations are already adapting. Longer stays, slower itineraries, wellness experiences, solo travel options and more personalised products are becoming increasingly common.
Far from being overlooked, older Australians are emerging as one of tourism’s most influential customer groups, and if current trends continue, they may also become some of its most powerful ambassadors.
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