SINGAPOREANS aged between 34 and 54, otherwise known as Generation X, demonstrate a dimension of pragmatism in travelling that combines both functional and comfort factors.
This was revealed in a nation-wide study on Gen X conducted by Brand Alliance Group in the first half of 2014 to discover this demographic’s consumption habits. While Gen X has higher purchasing power due to their stage of life and careers, they are looking for a balance between “discretionary and necessity spending”.
When it comes to holidays, Gen X hopes to visit more developed destinations including Japan, South Korea, Australia, Taiwan and Hong Kong.
To get there, this group has shown a preference for travelling on Singapore Airlines, Cathay Pacific Airways and Qantas. Scoot and Jetstar are their favoured LCCs.
Pricing aside, this group said flight timing and in-flight experiences were cruicial factors in picking which airline to travel on, indicating a mixture of both functional and comfort factors.
These ‘digital immigrants’ are getting the hang of their mobile devices. While print sources are still a major source for news, Gen X consumers are increasingly turning to online and social platforms as their go-to news providers.
Brand Alliance’s advice for brands seeking to reach this target group is to increase reach through other platforms such as print and outdoors in addition to online platforms to engage them at different stages of their daily lives.
