Senior travellers aged 60-plus aka ‘granfluencers’ are the new (older) social media influencers to know and their growing power to shape travel trends has the potential to steer the decisions of one of Australia’s most powerful demographics: Baby Boomers.
New UQ Business School research shows granfluencers have high potential to steer the travel decisions of older tourists, driven by financial confidence and a desire for meaningful travel.
Across three experimental studies, participants consistently responded more positively to stereotype-defying granfluencers than they did to conventional depictions of ageing.
While younger influencers often present carefully curated and idealised personas, granfluencers stand out for their authenticity, wisdom and relatability.
The University of Queensland marketing expert Dr Rashid Saeed said the study provides proof that age‑defying portrayals of granfluencers have measurable impacts on the buying habits of older adults.
“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 reported stronger emotional engagement, more favourable attitudes toward travel brands and a greater intention to book experiences.”
World Health Organization (WHO) forecasts that people aged 60 and over will make up nearly a quarter of the global population by 2050 as solo travel for over-55s is also on the rise.
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,” he said.
KARRYON UNPACKS: For advisors, understanding granfluencers means rethinking marketing language, imagery and supplier partnerships to better align with today’s 60-plus travellers, unlocking stronger engagement and higher-value bookings in this lucrative demographic.
