Separate research conducted by Tauck and Globus is showing that Gen X is the prime market for guided tours -- now in their late 40s to early 60s, they're at the busiest point of their lives with the most spending power.
But are they attracted to river cruising?
Lines say yes.
Traditionally, river cruises have been thought of as a vacation for a more mature traveler. But AmaWaterways, Riverside Luxury Cruises, Amadeus River Cruises, Avalon Waterways, Uniworld Boutique River Cruises and Viking all say that Generation X travelers are booking more cruises than they were a few years ago.
The generation accounts for 20% of bookings for Globus brands, including Avalon, said chief marketing officer Steve Born; Gen X sales have grown 15% in the last year alone.
The appeal for Gen Xers
Across all brands, they shared one resounding message: Choice and flexibility reign supreme for Gen X.
"Some guests want to meet local people, learn about regional traditions or spend time with local artisans," Ama-
Waterways said in a statement. "Others want to enjoy a long lunch at a winery or simply relax onboard. We give guests those choices, so everyone can travel in the way that suits them best."
And a river cruise can be well suited for travelers who value freedom in their itineraries; compared to a guided land tour, it tends to be less rigid in structure. If a traveler wants to, they can avoid all daily excursions and set out on their own, using the ship as their floating hotel.
Victoria Singleton, Amadeus' marketing director, said since the line doesn't include excursions in its cruise fare, its approach naturally lends itself to attracting travelers who value flexibility in their itinerary. Riverside has a similar approach to excursions.
"We're showing Gen X that they can come back to the same regions and explore them in an entirely different way each time," Singleton said. "They can customize their journey to match their travel style and interests."
Gen X river cruisers on a vineyard tour. Photo Credit: AmaWaterways
While most river cruise line said they were not creating specific products for Gen X, Tauck hopes its new Roam by Tauck brand, designed for travelers in their 40s and 50s, will be an introduction to river cruising for Gen Xers. Its website offers two: an eight-day cruise in Portugal and a 10-day Danube cruise from Prague to Budapest.
Although no major changes are afoot in the industry specifically for Gen X, Riverside CEO Jennifer Halboth said she thinks the industry is inching closer to what members of that generation want when they travel.
"I think Gen X is looking for guided travel that's a little less guided," she said. "They still want local expertise and seamless planning, but they also want room for spontaneity. They want the confidence that everything has been taken care of, with the flexibility to decide how they experience each destination. That's where I think river cruising is headed."
Halboth, a Gen Xer herself, said that travelers in her age demographic love Riverside's three- and four-day cruises. Not everyone wants to commit to an entire week on the river at first, she said, adding that the shorter trip gives travelers a taste of what they can expect on a longer cruise.
Viking has had its eye on this market for the last decade, said senior vice president of sales Michele Saegesser. She emphasized that it's crucial for agents to ask clients directly what sort of experience they're after to ensure the Viking product is the perfect fit.
Though Viking has made no changes to its products to lure more Xers onboard, Saegesser said the company has revamped its approach to fielding questions at its call center. Baby boomers, she said, can be a more chatty bunch eager to speak about weekend plans, but busy Gen Xers want to jump straight into business.
"They're looking for the information," she said. "They want it fast. They want it quick, and they want to be off the phone. And so that is something that our advisors need to kind of change their habits on, too."
Singleton said Xers are attracted to "soft adventure" more than other clientele, which led Amadeus to develop an active excursion package for 2027 with biking and hiking tours.
"We're moving into the era of semi-guided travel," she said. "The modern Gen X traveler doesn't want to be led by the hand. They want a baseline of luxury and support, combined with the total freedom to break away and curate their own daily adventures."