Quick Read
- 63% of Gen X travelers in EMEA took passion-led trips in the past year.
- Nearly 29% of Gen X used AI for travel planning last year, up from 18%.
- The Big Kill is a new Gen X-focused slasher film blending 90s nostalgia and comedy.
- Gen X travelers increasingly seek luxury experiences and sustainability in holidays.
- Midlife challenges and changes are central in Gen X narratives, both in real life and pop culture.
Gen X’s Evolving Travel Habits: Between Adventure and Comfort
For Generation X—those born between the mid-1960s and early 1980s—the travel landscape in 2026 is marked by a blend of tradition and innovation. According to the Marriott Bonvoy 2026 EMEA Ticket to Travel Report, three in five Gen X travelers plan to take as many or more holidays compared to last year, with an average of five trips: two domestic, two short-haul, and one long-haul. These journeys aren’t just about ticking off destinations; they’re increasingly about passion, comfort, and experience.
In previous years, Gen X may have been known for their pragmatic approach to travel—balancing family needs and work schedules. Now, as many reach their fifties and sixties, there’s a marked shift toward purposeful journeys. Nearly two-thirds (63%) of Gen X respondents say they’ve taken a ‘passion pursuit’ trip in the past year, whether chasing a favorite band, attending a sporting event, or seeking adventure on a trek.
But the pursuit of novelty doesn’t come at the expense of comfort. The phenomenon of “lux-scaping”—a term coined for treating oneself to a luxury experience at the start or end of a trip—is catching on. While younger travelers are leading this trend, Gen X is not far behind, drawn by the promise of relaxation and the ability to stretch travel budgets for moments of indulgence. Nearly half of all surveyed travelers believe that a luxury stay helps them relax into the holiday mindset or return home refreshed.
Gen X and the Rise of AI in Travel Planning
Perhaps the most striking development is Gen X’s growing trust in artificial intelligence for travel planning. While younger generations are still at the forefront, nearly a third (29%) of Gen X travelers used AI to plan or research their holidays last year—a sharp increase from 18% the year before (Breaking Travel News). This signals a generational shift: where skepticism once reigned, convenience and customization now drive adoption.
Half of all EMEA travelers say they’d feel comfortable booking accommodation through an AI platform. Gen X, often caught between analog habits and digital innovations, is becoming more agile in using technology to their advantage. This shift is not only about efficiency; it’s about reclaiming time and energy for experiences that matter.
Pop Culture Reflection: Gen X Faces Midlife on Screen
It’s not just travel where Gen X is finding new meaning. In pop culture, their stories are coming to the fore—often with a dose of nostalgia and humor. The upcoming film The Big Kill brings together horror veterans Skeet Ulrich and Alicia Witt with comedians Jon Heder and Pete Holmes, blending scares with sharp comedy. The plot, centered on a group of friends reuniting at a cabin after a funeral, is unmistakably Gen X: confronting the ghosts of youth, navigating unresolved secrets, and facing mortality with a soundtrack of 1990s hits (The Hollywood Reporter).
Producers say the film is a “perfect fit” for a generation that grew up on slasher flicks and grunge music. It’s more than entertainment; it’s catharsis, a way for Gen X to process the anxieties and absurdities of midlife. By mixing horror and comedy, The Big Kill acknowledges the dark humor many Gen Xers find in their own journeys—where laughter and fear often walk hand in hand.
Midlife Realities: Change, Disruption, and New Beginnings
Beyond leisure and entertainment, Gen X is confronting personal and professional upheaval. Former radio star Em Rusciano’s candid revelations about the end of her marriage and career reflect a broader reality: midlife is rarely smooth. “I became very inconvenient,” Rusciano admits, alluding to the ways personal change can disrupt even the most stable-seeming lives (Herald Sun).
For many in Gen X, these disruptions are both challenge and opportunity. Whether it’s rethinking relationships, careers, or personal goals, there’s a sense that midlife is a second act—a time to rewrite the script, even if the process is uncomfortable. This spirit of resilience, seen in both travel trends and pop culture narratives, defines the Gen X experience in 2026.
Accommodating the New Gen X Traveler
As Gen X embarks on new adventures, their preferences are shaping the travel industry. Cleanliness, price, and location remain key, but there’s growing demand for solo and pet-friendly accommodation, as well as sustainability. Nearly three-quarters (73%) of all EMEA travelers—Gen X included—consider environmental impact when booking holidays.
All-inclusive experiences are especially popular, with 45% planning such a trip in 2026. Gen X travelers want ease and value, but also flexibility to pursue their passions and enjoy moments of luxury. The traditional family vacation is giving way to more personalized, meaningful journeys.
Looking Ahead: Gen X’s Place in a Changing World
The Gen X story in 2026 is not one of fading into the background. Instead, it’s a narrative of adaptation—finding new ways to travel, connect, and express themselves. Whether embracing AI, seeking out luxury, or confronting the realities of midlife, Gen Xers are proving that their journey is far from over.
They may be sandwiched between the digital-native enthusiasm of millennials and the bold idealism of Gen Z, but Gen X brings its own blend of pragmatism and creativity. As the world changes, so do they—often quietly, sometimes inconveniently, but always with a sense of humor and purpose.
Gen X in 2026 stands at a crossroads: reshaping how they travel, how they’re represented in culture, and how they tackle the challenges of midlife. Their choices—whether embracing AI, demanding more from the travel industry, or telling new stories on screen—reveal a generation intent on making the most of every chapter, even if it means rewriting the rules along the way.