Why Over 40 Travelers, Gen X & Empty Nesters Deserve More Love in the Travel Industry

The Rise of Over 40 Travelers: Why Gen X, Empty Nesters & Midlife Adventurers Are Taking Over Travel

Why Travel Brands Need to Wake Up to the 40+ Crowd

The travel industry has been sleeping on over 40 travelers — and it’s time they woke up. From empty nesters to Gen X adventurers, we’re spending more, staying longer, and craving meaningful travel experiences now more than ever.

We’re Not Done Yet — Gen X and Empty Nesters Are Just Getting Started

When we sold everything and hit the road full-time, one of the biggest surprises wasn’t just how possible it was — it was how invisible we suddenly felt in the travel world.

Every ad seemed to feature twenty-somethings sipping smoothies in bikinis or backpacking through Europe with a $30 hostel budget and zero back pain. Don’t get me wrong — I love seeing young people out exploring the world.

But where were the travelers like us? The over 40 travelers with stories to tell and passports to stamp? The empty nesters open to new experiences? And the Gen X adventurers with the freedom to finally go?

We’re not unicorns. In fact, over 40 travelers, empty nesters, and Gen X-ers are massively underrepresented in travel media — and wildly underestimated when it comes to influence, spending power, and the way we travel.

Who Are Over 40 Travelers Today?

Let’s break it down. We’re:

• Empty nesters whose kids are finally out of the house
• Gen X couples with stable careers or early retirement
• People in our 40s, 50s, and 60s who are embracing midlife like it’s our second act
• Travelers who value comfort and adventure
• Digital nomads over 40, proving it’s not just a Gen Z thing

We’re also not all the same — some of us are jetting off in business class, others are out here living their best life on a budget, and some are somewhere in the middle. Either way? We’re doing it with intention, and we’re spending money doing it.

Why the Travel Industry Needs to Start Paying Attention to Over 40 Travelers, Gen X Adventurers, and Empty Nesters

The travel industry has spent years obsessed with millennials and Gen Z — and we get it. They’re adventurous, social media-savvy, and always chasing the next big thing. But here’s the truth: the over 40 crowd is not just watching from the sidelines — we’re booking flights, checking into boutique hotels, and filling up experiences faster than you can say “empty nest.”

So why are we still so invisible in travel marketing, partnerships, and brand representation? Let’s break down why that needs to change — like, yesterday.

1. We Have More Disposable Income

By our 40s, 50s, and 60s, many of us have hit our financial stride. We’ve spent decades building careers, businesses, and retirement funds. The kids are out of daycare (or out of the house entirely), the mortgage might be paid down, and we’re not living paycheck to paycheck.

That means one thing: we’re ready to spend — and we’re spending smart.

• According to AARP, travelers aged 50+ spend over $120 billion per year on leisure travel.
• Gen X, in particular, is entering peak earning years and often has dual incomes and fewer financial obligations.

We’re investing in quality accommodations, private tours, wellness retreats, and bucket list trips — not because we’re flashy, but because we’ve earned it. And we’re doing it with intention.We’ve been working hard, saving, investing, and yes — many of us are done with diapers and daycare payments. That extra cash? It’s going toward experiences, not stuff.

2. We Have More Time — and We Know How to Use It

Travel isn’t a once-a-year luxury for us. It’s a priority. Some of us are retired or semi-retired. Others are leveraging remote work, sabbaticals, or generous paid time off.

We’re not stuck planning around school schedules or limited vacation days. Instead, we can:

• Travel during shoulder seasons (hello, fewer crowds and better deals!)
• Stay longer in each destination
• Choose slow travel over whirlwind itineraries
• Explore off-the-beaten-path locations we’ve always dreamed about

That kind of flexibility means we’re ideal customers for longer stays, immersive tours, and niche travel experiences. We’re not in a rush — and that’s a good thing for tourism economies and travel brands alike.

3. We’re More Loyal (and We Influence More People)

Once we find a brand we trust — whether it’s a boutique hotel chain, a flight deal platform, or a travel insurance company — we don’t just use it once and bounce. We become repeat customers and enthusiastic ambassadors.

And unlike younger travelers who might just post a story and move on, we:

• Leave reviews (on TripAdvisor, Google, and beyond)
• Recommend to friends, family, and online communities
• Post on social media and talk about it IRL
• Sign up for loyalty programs and stick with them

Plus, don’t forget: we often have intergenerational influence. We’re planning trips for our grown kids, grandkids, or groups of friends. That kind of trust and reach is gold for any brand.

4. We Want More Than Instagram-Worthy Moments

Sure, we love a good sunset shot (who doesn’t?), but we crave depth and meaning when we travel. After decades of working, raising families, and putting ourselves last, we’re now traveling with a purpose.

We’re seeking:

• Cultural immersion
• Historical and educational travel
• Wellness and personal growth retreats
• Volunteer and impact travel
• Unique, boutique experiences over cookie-cutter packages

We’ve seen enough of the world to know that what really matters isn’t just ticking off landmarks — it’s the stories we gather along the way. We want travel to change us — not just entertain us.

5. We’re Tech-Savvy (Even If the World Assumes We’re Not)

Let’s bust this myth right now: Gen X and over 40 travelers are not tech dinosaurs.

We’re:

• Researching flights and itineraries online
• Booking through apps and digital platforms
• Using travel blogs (like ours!), Pinterest, and YouTube for inspiration
• Managing Google Maps, mobile boarding passes, and e-sims like pros

We may not be dancing on TikTok (okay, some of us are), but we’re active, engaged, and informed digital consumers — and we know how to use our phones to plan our adventures from Bali to Barcelona.

6. We’re Not All Luxury — But We Know Where to Splurge

Travel brands often assume that the over 40 market wants either all-inclusive cruises or five-star resorts. But the truth? We’re incredibly diverse in how we travel.

• Some of us love to travel hack and budget our way around the world (hi, it’s us!)
• Others are happy to splurge on a few key things: business class flights, upgraded stays, or once-in-a-lifetime experiences
• We know where to save and where to spend

We don’t want the cheapest option — we want value, comfort, and authenticity.

Give us a charming, family-run guesthouse over a trendy hotel chain any day — just make sure the bed is comfy and the Wi-Fi works.

Bottom Line: We’re a Missed Opportunity You Can’t Afford to Overlook

The travel industry has been chasing younger travelers for years — but it’s time for a shift. Over 40 travelers, Gen X, and empty nesters are the powerhouse consumers flying under the radar.

We’re experienced, we’re intentional, and we’re spending. Brands that recognize and celebrate us — instead of ignoring us — are the ones that will thrive in the new travel era.

So if you’re in the travel biz, consider this your gentle nudge (or maybe your bold wake-up call):

Stop sleeping on us. We’re the ones actually booking the trips.

The Stereotypes Gotta Go

If you’re still picturing over 40 travelers as cruise-only, socks-with-sandals types, we have news for you:

We’re zip-lining in Costa Rica, hiking in Patagonia, scuba diving in Bali, and riding mopeds through Vietnam. (Okay, some of us still wear socks with sandals — but make it fashion.)

Midlife travel is vibrant, bold, flexible, and fun. And yes, sometimes it’s a little bougie, too.

How Brands Can Connect with Over 40 Travelers

Want to reach us? Try this:

• Show diversity of age in your marketing — we want to see people who look like us

• Offer experiences, not just aesthetics — show depth, purpose, and comfort

• Promote flexible, longer-stay options — we can actually use them

• Make it easy — our backs don’t love bunk beds anymore

• Collaborate with creators over 40 — our audiences are engaged, loyal, and eager to be inspired

It’s Time to See Us

We’re not fading into the background — we’re booking flights, exploring new places, and living with more intention than ever before.

If the travel industry keeps ignoring us, they’re not just missing a market — they’re missing the movement.

We’re not done yet. We’re just getting started.

Join the Conversation

Are you over 40 and loving travel? Let’s prove that this season of life might just be the best one yet. Drop a comment below and share your favorite travel moment, or check out some of our other posts for travel tips, budget hacks, and full-time travel inspo.

Related Posts You Might Like:

• How to Afford Full-Time Travel as Empty Nesters (Without Going Broke!)
• 10 Reasons to Look Forward to Traveling as Empty Nesters
• Discovering the World: Our Ten Favorite Travel Destinations

Don’t forget to share this post with a friend who thinks their travel days are behind them. Spoiler alert: they’re not.

Travel isn’t just about places—it’s about people, experiences, and making memories. Hi! We are Shayne and Shelly Peterson. As empty nesters, we’ve found new ways to connect with the world (and each other) through travel. Follow our journey at JetSetPetersons.com and let’s explore together! 

At Jet Set Petersons, we occasionally collaborate with brands, companies, and tourism boards to bring you content that aligns with our love for travel. Some of the posts on this website may include sponsored content, affiliate links, or gifted experiences.

We only partner with brands that we genuinely love and believe will bring value to our readers. While we may receive compensation in the form of payment, free stays, or complimentary products, all opinions expressed are our own. Honesty and transparency are at the core of what we do, and we would never recommend anything we wouldn’t personally use or enjoy.