For when plans finally make it out of the group chat.
Couple getaways and family holidays have long been the default when brands think of group travel marketing. But there’s a new (and fast-growing) player in the travel scene—friendcations.
With the travel industry now fully rebounding from the pandemic years, we’re witnessing a powerful shift in group travel behavior—a shift that’s still largely underutilized by marketers.
The Rise of Friendcations
In the last year, travellers across all generations—from Gen Z to Boomers—have embraced the idea that travel is better with friends. What started as a Gen Z trend is now a mainstay occasion for every age group.
[Insert Bar Graph: Different demographics and their travel companions]
Social Media Isn’t Just for the Kids
It’s no surprise Gen Z are deeply influenced by social media when choosing where to travel. But what’s shifting is the growing number of older consumers also relying on platforms like Facebook, Instagram, and Pinterest for travel inspiration.
[Insert Graph: Increase in social media influence across generations]
Even Baby Boomers—traditionally the least digitally engaged—are now 32% more likely to use social media for travel planning compared to last year. Instagram usage among this group has jumped by 13%.
Insight: Visually-driven, entertainment-rich content is essential when marketing to friend groups—especially across generational lines.
Tailor Your Offer to Group Preferences
Friend groups crave flexibility and personalized experiences, not pre-packaged deals. They’re 31% more likely to choose Airbnb over traditional hotels for this reason.
Recommendation:
Customize your offers to reflect how different groups travel. Highlight your brand’s flexibility and ability to cater to unique group dynamics.
Go From Logistics to Inspiration
Value for money is essential—but so is emotional value. To win group travelers, you need to be more than a booking platform—you need to be part of the dream.
Recommendation:
Don’t just show off your rooms or venue aesthetics. Showcase real group experiences. Use trends like “plans that finally made it out of the group chat” to visualize moments that resonate with your audience.
50 is the New 50: See Your Audience as They Are
Let’s ditch outdated stereotypes. Today’s older travelers are active, adventurous, and deeply aspirational. Yet, many marketing efforts still treat them like their parents.
Recommendation:
Collaborate with older travel creators who speak authentically to their peers. Create inspirational content that reflects the lifestyle and aspirations of the 50+ traveler today.
Key Takeaways
Friendcations are mainstream: Not just for Gen Z, but across all age groups.
Social media drives decisions: Especially Instagram and Facebook—even among older travellers.
Visual-first storytelling matters: Nightlife, culture, and activities are core to group travel decisions.
Avoid ageist clichés: Partner with older travel influencers to keep your message authentic.
Tailor your deals: Personalization and flexibility win in the group travel game.
Ready to inspire your audience and craft campaigns that truly resonate?
[Get in touch with our team at Brandsmith →]
