The Power Generations: The Biggest Brochure Users Are Also the Biggest Spenders
Insights from the Visitor International 2025 Research (5,300+ respondents)
Millennials, Gen X, and Baby Boomers Account for 84% of Brochure Users
If you want to reach the visitors who spend the most—and do so with purpose—you need to focus on the generations driving that spend. According to the 2025 global research by Visitor International, Millennials (ages 25–39), Generation X (ages 40–56), and Baby Boomers (ages 57–75) together account for 84% of all brochure users. These are the core travel audiences who plan their trips, look for meaningful experiences, and are willing to spend to make the most of their time away.
Millennials (Ages 25-39): Seeking Value and Memorable Experiences
Millennials (32% of brochure users) are experience-first explorers. Often juggling demanding jobs and young families, they seek out authentic travel that offers both enjoyment and meaning. They’re looking to make the most of limited time and spend on things that count. Brochures help them discover local gems and build efficient, rewarding itineraries, especially when expectations are high.
Generation X (Ages 45-56): Peak Earners and Looking for Balance
Generation X (33% of brochure users) are the planners-in-chief. Many are in their peak earning years, traveling with partners or teens, and looking for a balance of activity and downtime. They’re willing to spend on options that work for the whole group. Brochures offer a trusted, convenient way to explore destinations and find reliable, time-saving recommendations—without relying entirely on digital tools.
Baby Boomers (Ages 57-75): Traveling More, Spending Well
Baby Boomers (19% of brochure users) are seasoned travelers with the time, flexibility, and resources to enjoy longer, more thoughtful trips. Often retired or semi-retired, they’re drawn to well-paced travel that offers culture, comfort, and depth. Brochures serve as a reliable, screen-free guide, helping them explore with ease and confidence—and make considered spending choices along the way.
When Visitors Decide, Brochures Are in Hand
Reaching these generations through brochures means speaking to travelers who are not just looking—they’re deciding. They’re choosing where to eat, shop, stay, and explore, and they’re ready to spend on the experiences that match their interests and standards. Because brochures are actively chosen and often kept throughout the trip, your message stays with them—visible, relevant, and trusted at just the right moment.
With over 5,300 responses gathered across 12 countries, the 2025 Visitor survey confirms what many already see on the ground: brochures shape what visitors do—and who they do it with.
Note: The insights and data presented in this article are informed by consumer research conducted by Visitor International, the International Association of Visitor Information Providers, in 2025. You can see the results here.