Designed for Gen X and millennial travelers in their 30s, 40s and 50s, the new travel is entering the field as part of a collaborative effort by travel agencies to meet these often overlooked demographic needs.
Gen X and Millennials “we’re traveling more than ever and don’t necessarily want to slot on trips designed for budget travelers and retirees,” said Liz Einbinder, Head of Partnerships and Public Relations at Luxury Adventure Tour Company Backroads, which launched the new 30s and 40s Trips Collection earlier this year. The new tours include 34 small groups of bike, walking and hiking itinerary, as well as a multi-adventure trip set up with the first departures in Spring 2026.
According to Einbinder, the launch was when people in their 30s and 40s identified an underserved market. They were long thought of as shorter time and less disposable income compared to retirees who had enough time and money to travel regularly, not to mention that they were considered too mature for the budget-friendly travel that younger generations of Z travelers tend to book.
The new trip highlights destinations such as Dolomite, Corsica, Peru, and features rich cultural experiences, spectacular hiking routes and unique accommodations, all offering plenty of time to explore. About half of the trip includes a trip from lodge to lodge and a hut stay, rather than an evening at a premium hotel.
“What we were hearing from our guests was that they wanted a “sense of comfort, personality and authenticity that makes the experience feel realistic.”
Backload is not the only company trying to bring the younger generation to justice. Global tour operator Tauck recently unveiled a new travel brand for people in their 40s and 50s. Starting in 2026, Tauck’s Roam is a collection of small group travelling that prioritizes active adventure, more flexibility, and canoeing and signature travel experiences alongside medieval castles in the Dordone region of France, allowing you to ride a hot balloon above the Teotihuacan Archaeological Temple in Mexico.
Next August, the mix of itinerary of 5-11 nights includes a 5-11 night itinerary for a small boat designed to fit a variety of lifestyles and vacation windows. By 2027, 12 itiners will be available across six continents.
According to Tauck President Jeremy Palmer, it is the structure of the trip, as well as its length, inclusion and experience that Tauck Trips roams away from the company’s traditional tours. There is at least one active group activity per itinerary.
Palmer pointed out that the company’s core demographics (boomers over 55) are generally hoped to be left to the point of being as casual as possible on tours. They like more structures, including taking a completely guided tour, almost all meals are included, and there’s no need to plan how to spend time throughout the day. But that’s not what Gen X Travellers wants on the Tauck tour.
“Compared to traditional tack tours, the roaming trip is shorter, with 5 nights, 6 days longer stays for 3-4 nights at each establishment, giving guests time to settle,” Palmer said.
On a trip to Bordeaux and Dordogne, for example, Palmer said guests might ride a group bike to the Chateau des Bourdeille, enjoy a private lunch, then return to the hotel to relax, or choose optional activities such as kayaking or exploring the nearby Brantome.
“More free time is built into every roaming itinerary, allowing guests to explore themselves, enjoy plant wellness amenities, or simply relax,” Palmer said.
“Today’s travelers, especially young travelers, are looking for more than just a place to stay. They want to move, explore and immerse themselves in a new culture,” said Heidi Podjavorsek, vice president of partnerships for sales and sales marketing, land and professional suppliers at the Travel Agency Network Signature Travel Network.
In fact, Gen X and millennial travelers in their 30s, 40s and 50s can be treated as forgotten middle children as travel agencies focus on people under the age of 30 or over 60.
“Many brands are creating products that appeal to younger demographics, but what we really see is a wider change,” says Podjavorsek. “Everyone wants a more active and experience-driven journey.”
Tours for travelers in their 30s, 40s and 50s
- Backload: The operator’s 30s and 40s travel collection is a series of itineraries for active wellness seekers.
- Flash Pack: The entire company focuses on travel design for people in their 30s and 40s.
- G Adventure: This Canadian tour operator is a little younger and offers global travel to millennials and Gen Z travelers.
- Brave Travel: Adventure travel agencies generally attract younger, more active travelers and are looking for authentic cultural experiences at beated truck destinations.
- Rohm by Tauck: The newly launched Roam by Tauck Collection offers travel to people in their 40s and 50s.
