Are Gen Z and Millennials Driving New Travel Trends?
Generation Z and Millennials are shaking up the travel industry with a change in travel habits, ranging from how they’re booking and planning holidays to where they’re seeking inspiration from, and what they’re doing on their trip. New research from American Express Travel has found that Gen Z and Millennials are most likely to be taking more trips this year versus last year compared to any other generation (54% and 43% compared to an average of 41%), with their habits expected to make a difference to the travel sector.
Generational Travel
American Express Travel’s 2023 Global Travel Trends Report showed that more than half of all those surveyed (54%) are planning to take three or more holidays this year, with Brits looking to enjoy a range of holiday types including international flight travel (72%), staycations (30%), and even boating and yachting holidays (4%).
With the warmer weather inspiring Brits to get away, 41% of all respondents are looking to embark on more holidays this year than in 2022. Gen Z is leading the way, with more than half hoping to get away more frequently than last year (54%), followed by Millennials (43%), Baby Boomers (38%), and Gen X (36%).
There is also a generational divide in the ways we are hoping to travel. When it comes to international trips, Gen Z was the most likely of any generation to prefer international and domestic trips of 1-3 days, while Baby Boomers were the most likely of any generation to want to get away for 10 days or longer. Gen Z and Millennials are also most likely to be booking a staycation this year (38% and 34% compared to an average of 30%).
Gen Z was revealed to be the most last-minute of the generations, being almost twice as likely as any other generation to plan their trip with a month or less to go (14% compared to an average of 8%).
Routine Travel
Although 9 in 10 of all those surveyed (89%) agreed that their main goal while traveling is to have new experiences – plenty of us like to keep up routines while on holiday.
Almost 3 in 4 UK adults (76%) surveyed keep up some elements of routine while traveling, no matter what the destination. This jumps to 83% among Gen Z.
Popular routines for UK adults include having a set morning/nighttime routine (22%), going for a morning/afternoon walk (32%), and planning out meals (31%). 6% also keep up journaling / meditation habits. The survey found that Millennials are most likely to keep to their bedtime, no matter where in the world they are (16% compared to an average of 13%).
Travel Inspiration
A significant number of Brits are turning to social media for travel tips and advice, with 35% of all respondents, and 26% of Gen Z and Millennials using social media for holiday inspiration. TV shows are the top source of inspiration among Baby Boomers (43% compared with a UK average of 30%), while friends & family recommendations topped the inspiration list for all other generations.
More than 1 in 3 Brits (34%) agree that they want to travel to a place they can show off on social media, which rises to 1 in 2 (51%) among Gen Z.
The American Express 2023 Global Travel Trends Report can be read in full here.
