How are Gen Xers going on holiday?
1 Aug 2019
How are Gen Xers going on holiday?

Called the unsung and forgotten generation, Gen Xers may be squeezed by dominant Boomers and attention-seeking Gen Yers, but their vacationing habits are demanding attention. With plenty of spending power and an urge for adventure, how are brands catering to this holiday-hungry generation?

Milly Barker

Milly Barker is head of product innovation at Flash Pack, leading the insights team that develops its portfolio of tours and experiences across the world. Before working at Flash Pack, Milly was COO at an interior design start-up and worked in business development at Amazon.

Will Higham

Will Higham runs strategic consultancy Next Big Thing where he championed Strictly Come Dancing to the BBC and warned the drinks industry about New Sobriety. His keynote talks have inspired thousands globally – from conferences organised by the Financial Times and Harvard Business Review to corporate events for Walt Disney, Barclaycard, Marks & Spencer, and Primark.

Jo Peters

Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.