Whilst media, advertising and marketing are heavily skewed towards a young demographic, when it comes to travel it is often the older customers who hold the strings to the heaviest purses.
Dr Rashid Saeed from The University of Queensland’s Business School said ‘granfluencers’, influencers over 60, are becoming increasingly popular and have great potential to influence one of the tourism industry’s most influential customer groups, older tourists, who are driven by financial confidence and a desire for meaningful travel.
“This study provides the first empirical evidence that age‑defying portrayals of ‘granfluencers’ have measurable impacts on consumer behaviour among older adults,” Dr Saaed said.
“Across 3 experimental studies, participants consistently responded more positively to age-stereotype-defying ‘granfluencers’ than they did to conventional depictions of ageing.
“People reported stronger emotional engagement, more favourable attitudes toward travel brands and a greater intention to book experiences.”
While younger influencers often present carefully curated and idealised personas, ‘granfluencers’ stand out for their authenticity, wisdom and relatability.
Dr Saeed said the feeling of hope plays a key role in shaping the favourable influence of granfluencers’ age-defying representations.
“The emotional connection of seeing someone their own age breaking norms is central to why they are so effective,” he said.
“The study participants felt more optimistic about their own future and that optimism flowed into how they viewed the advertising.”
People aged over 60 are projected to make up nearly a quarter of the global population by 2050 according to the World Health Organization.
“Solo travel among older adults is also rising, with travellers over 65 increasingly exploring destinations on their own terms,” Dr Saeed said.
“By portraying older adults as capable, adventurous and future‑focused, they contribute to a more inclusive understanding of ageing, one that resonates across generations.”
Dr Saeed said the study findings offer guidance for tourism operators, destination marketers and travel brands looking to better connect with older audiences.
“By incorporating ‘granfluencers’ into campaigns, they can create advertising that feels more relatable, emotionally resonant and reflective of the diverse realities of modern ageing.”
