Spring break marketing—how brands can navigate the generational travel divide

In the depths of the Great Depression, Colgate University swim coach Sam Ingram decided his student-athletes should decamp from frigid Hamilton, New York, to Fort Lauderdale over their Easter break to train at the nation’s first Olympic-sized pool. Of such small decisions are cultural institutions born. That road trip spawned a cottage industry which nearly a century later has grown into what Time magazine once—fondly—called “twisted cesspools of sunburn, margaritas and wet T-shirt contests:” spring break. Cultural staples come with perks, and spring break is no exception. Economically, it’s a powerhouse. March and April account for 15 to 20% of domestic travel to Orlando, for example. To take an international example—because we’ve exported spring break—tourists spent $3.5 billion in Mexico in March 2024 alone. And it’s getting only hotter: The cost of a spring break trip more than doubled in the last six years. These bacchanals have downsides as well, of course, prompting some traditional hotspots to push back against the rowdy crowds. Data-Driven Marketing Playbook Join us May 22 in NYC to explore how data powers marketing Learn more here No surprise, then, that a recent Harris Poll revealed that 37% of Americans avoid traveling to “spring break destinations.” The generational divide is clear: Nearly half of baby boomers (48%) prefer to go elsewhere, while only 21% of Gen Zers share that sentiment. Nevertheless, Americans seem primed for a record-breaking season: While 21% said that they typically take personal trips in March and April, 30% said that they are planning to do so this year, with comfortable pluralities of them aiming for warm-weather activities (48%) and locations known for water (47%). More than anything, they said, they want to relax on the trip they’re planning—73% said as much, with “family-friendly experiences” a distant second at 45%. Here are three trends from our poll that can guide advertisers looking to tap into this travel surge: Why spring into break? The answer depends on whom you ask. Thirty-seven percent of travelers aged 18-34 say they plan their trips around the best available deals as opposed to 23 percent of those 55 and older. The same younger age group was also more focused on luxury (35%) than their 55+ counterparts (19%). These data points likely reflect the economic facts of life: Older Americans are more likely to be financially secure and so worry less about bargain shopping—as well as the desire to seek out frills. Social media also plays a bigger role for younger generations when trip planning. A quarter of travelers aged 18-34 (25%) said social media or blogs inspired their travel decisions, while only 9% of those 55+ said the same. Interestingly, men and women often seek similar destinations, but for different reasons. Women are more likely to seek out warm-weather activities (52% vs. 44%), while men prioritize places with water (49% vs. 45%). Beach anyone? While most travelers crave relaxation, some groups are more inclined to balance leisure with a bit of adventure. For example, 61% of Gen Zers prioritize relaxation, while a majority (55%) seek “excitement” during their vacation—compared to only 21% of baby boomers. Men (49%) are also more likely to seek excitement than women (33%), as are parents with kids under 18 (48%) compared to those without children (37%). As a parent myself, I can confirm you need to keep them occupied—preferably without the constant presence of screens. Ad Age Small Agency Awards Showcase your agency’s creativity, business success and commitment to a thriving workplace. Enter today Family matters—a lot Those same parents with kids under 18 were more likely than Americans without such children to travel: Nearly 40% of these parents plan to travel this spring while only 26% of everyone else said the same. They also report more frequently, by a 32%-22% margin, that they want to escape cold weather (who can blame them after being cooped up with kids all winter?), which is probably why they’re more likely to go somewhere warm (56%-43%) and/or with water (54%-43%). They’re also more often attracted to outdoor locales compared to Americans without school-age or younger kids (41%-29%). And yes, they prize family-friendly experiences (60% against 35% of those without). Bag the luggage fees, please Americans are pragmatic when it comes to travel logistics. Most are OK with size and number restrictions on carry-ons (59% and 64%, respectively) and checked bags (61% and 58%). But they draw the line when it comes to fees. A strong majority (60%) believe airlines shouldn’t charge for checked luggage, and an even larger group (66%) think those fees are too high. Airlines hoping to win customers should seriously consider removing these charges. Many travelers (55%) also favor a guaranteed overhead bin spot for every passenger. The airline that figures out how to remove friction from the travel experience will reap the rewards. See all of Ad Age’s 2025 Agency A-List winners here

Spring break marketing—how brands can navigate the generational travel divide

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