Granfluencers influence older travellers’ booking decisions, UQ tourism study finds
New research from The University of Queensland reveals that over-60 “granfluencers” are influencing older travellers’ attitudes towards travel brands and increasing their intention to book experiences.
A new study from The University of Queensland suggests the tourism industry may need to rethink who it puts front and centre in its marketing.
According to research led by Dr Rashid Saeed from UQ’s Business School, so-called ‘granfluencers’ – social media influencers aged over 60 – are emerging as a powerful force in shaping travel decisions among older adults.
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The study, published in Tourism Management, provides empirical evidence that age-defying portrayals of older influencers can have measurable effects on consumer behaviour.
“This study provides the first empirical evidence that age-defying portrayals of ‘granfluencers’ have measurable impacts on consumer behaviour among older adults,” Dr Saeed said.
Across three experimental studies, participants responded more positively to age-stereotype-defying granfluencers than to more conventional depictions of ageing. The results showed stronger emotional engagement, more favourable attitudes towards travel brands and a greater intention to book experiences.
Dr Saeed said authenticity and relatability appear to set these influencers apart from younger counterparts, who are often seen as presenting more curated and idealised personas.
Hope also emerged as a key emotional driver.
“The emotional connection of seeing someone their own age breaking norms is central to why they are so effective,” Dr Saeed said.
Participants reported feeling more optimistic about their own future after viewing age-defying representations, and that optimism influenced how they perceived the associated advertising.
The findings come at a time of significant demographic change. The World Health Organization projects that people aged over 60 will make up nearly a quarter of the global population by 2050. Solo travel among older adults is also increasing, with travellers over 65 more frequently exploring destinations independently.
Dr Saeed said portraying older adults as capable, adventurous and future-focused contributes to a more inclusive understanding of ageing, while offering practical guidance for tourism operators and destination marketers.
“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.
For an industry increasingly focused on personalisation and connection, the message is clear: representation matters, and older audiences are paying attention.
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