Baby Boomers Are Obsessed With This Brand Right Now

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Excited baby boomer woman looking at a tablet
Pranithan Chorruangsak /

Baby boomers have fallen in love with Tripadvisor.

The Needham, Massachusetts-based company that includes web-based travel agencies, comparison shopping websites and other services finished atop the latest quarterly Ad Age-Harris Poll boomer brand tracker index.

The index measures the growth of a company’s brand equity, which indicates the value that shoppers see in a brand at any given point in time.

Between the last quarter of 2023 and the first quarter of 2024, Tripadvisor’s brand equity jumped by 10.5 percentage points among baby boomers, defined as those born between 1946 and 1964.

What accounts for the sudden rise? A summary of the findings by the Harris Poll notes that multiple brands in the top five among boomers are travel-related:

“It looks like Boomers spent the colder parts of the year actively planning their summer travel.”

The top five brands among boomers in the first quarter of the year were:

  • Tripadvisor — whose brand equity increased by 10.5 percentage points from the fourth quarter of 2023
  • Yelp — increased by 7.6 percentage points
  • Caesars Casino & Sportsbook — increased by 7.3 percentage points
  • Wikipedia — increased by 7.3 percentage points
  • Sephora — increased by 6.8 percentage points

Although baby boomers appear to be smitten with Tripadvisor, other age cohorts were less impressed — at least for now. Among all adults in the U.S., Tripadvisor’s brand equity only rose by 5.3 points.

However, the Harris Poll is predicting that younger consumers soon might have more interest in Tripadvisor. Later this year, Tripadvisor plans to launch a metaverse experience that allows consumers to virtually travel to a location before they do so in real life.

As the Harris Poll notes:

“This ‘try before you buy’ approach could be especially beneficial for Gen Z and Millennial travelers who typically have fewer resources to travel than older Americans.”

If you have not yet chosen a summer travel destination and are looking for ideas, check out “20 Up-and-Coming Travel Destinations for Americans This Summer.”

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