The rise of “granfluencers”—social media influencers over the age of 60—has become a notable trend in tourism marketing, offering fresh insights into connecting with older travelers. A study led by Dr. Rashid Saeed from the University of Queensland’s Business School reveals that these influencers possess a unique ability to engage one of the tourism industry’s key demographics: older tourists. This group is increasingly motivated by financial security and a desire for meaningful travel experiences.
Dr. Saeed’s research provides the first empirical evidence demonstrating that age-defying portrayals of granfluencers can significantly impact consumer behavior among older adults. Across three experimental studies, participants consistently exhibited more positive responses to these unconventional representations compared to traditional depictions of aging.
“People reported stronger emotional engagement, more favorable attitudes toward travel brands, and a greater intention to book experiences,” Dr. Saeed stated. The findings suggest that granfluencers, who often present themselves with authenticity and relatability, resonate more deeply with older audiences than their younger counterparts, who tend to showcase idealized images.
Emotional Connections and Positive Outlooks
A crucial factor in the effectiveness of granfluencers is the sense of hope they inspire. Dr. Saeed emphasized that seeing someone of their own age breaking societal norms fosters an emotional connection important for influencing attitudes towards travel. “The participants felt more optimistic about their own future, and that optimism flowed into how they viewed the advertising,” he noted.
As the global population ages, the significance of this demographic is expected to grow. According to the World Health Organization, individuals over the age of 60 are projected to constitute nearly a quarter of the global population by 2050. Concurrently, solo travel among older adults is on the rise, with those over 65 exploring destinations more independently than ever.
Dr. Saeed pointed out that by showcasing older adults as capable, adventurous, and future-focused, granfluencers contribute to a more inclusive understanding of aging that resonates across generations. “By portraying older adults in this manner, they help dismantle stereotypes associated with aging.”
Implications for Tourism Marketing
The findings of Dr. Saeed’s study offer practical guidance for tourism operators, destination marketers, and travel brands aiming to connect effectively with older audiences. He suggests that integrating granfluencers into marketing campaigns can result in advertising that is not only relatable but also emotionally resonant.
Such strategies have the potential to reflect the diverse realities of modern aging, enhancing inclusivity in tourism marketing. As older adults continue to seek travel experiences that align with their values and aspirations, the role of granfluencers may become increasingly vital.
The full research is published in the journal Tourism Management, providing a deeper understanding of how this demographic shift can be leveraged within the tourism industry.
