A new wave of social media influencers, often referred to as “granfluencers,” is significantly reshaping the tourism landscape for older travellers. Research from The University of Queensland Business School, led by Dr. Rashid Saeed, highlights how these individuals, typically in their 60s and 70s, are emerging as credible voices in a market that is increasingly valuable to travel brands.
The study offers the first empirical evidence that portrayals of influencers over 60 can have measurable impacts on older consumers. Through three experimental studies, participants displayed a stronger emotional connection to granfluencers who defy traditional stereotypes of aging, compared to more conventional representations. This connection translates into more positive attitudes toward travel brands and a higher likelihood of booking experiences.
Granfluencers differ notably from younger influencers, who often showcase highly curated lifestyles. Instead, they project authenticity, wisdom, and relatability. Their content frequently emphasizes themes such as adventure, independence, and curiosity in later life—qualities that resonate strongly with their peers. This approach fosters a sense of hope among older viewers, with many participants reporting increased optimism about their own futures after engaging with age-defying content. This optimism, in turn, influences their perceptions of travel advertising and destinations.
Demographic Shifts and Market Potential
The trend of granfluencers comes amid significant demographic changes. The World Health Organization forecasts that by 2050, individuals aged over 60 will constitute nearly a quarter of the global population. This shift is reflected in the rising popularity of solo travel among individuals aged 65 and older, indicating an expanding market for travel products aimed at this demographic.
By showcasing older adults as capable and future-oriented, granfluencers are redefining the narrative around aging. This transformation offers a clear message for tourism marketers: campaigns that reflect modern aging are more likely to engage and inspire bookings among older travellers.
The study underscores the importance of adapting marketing strategies to align with the evolving perceptions of aging, emphasizing the potential for growth in a demographic that is increasingly seeking meaningful travel experiences. As the tourism industry continues to adapt to these changes, granfluencers are poised to play a pivotal role in shaping the future of travel for older adults.
