Older social media influencers are increasingly driving tourism behaviour through their “authenticity, wisdom and relatability”.
A study by The University of Queensland Business School found older travellers were more likely to take notice of advice from people their own age.
Marketing Lecture Rashid Saeed said influencers age over 60 were having measurable impacts on consumer behaviour among older adults.
“Across three experimental studies, participants consistently responded more positively to age-stereotype-defying ‘granfluencers’ than they did to conventional depictions of ageing,” Dr Saeed said.
“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 emotional connection to seeing someone their own age “breaking norms” was central to older influencers being effective.
He said people aged over 60 were 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,” he 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.”
The research is published in Tourism Management.
More detail is available here.
