New research focused on Gen Z to better understand the state of travel today has revealed a shift in priorities that promises to usher in a new era of passion-driven, self-discovery travel
Jul 17, 2024
The survey of 2,000 adults aged 18 to 75, conducted by Thrillist, Vox Media’s Insights and Research team and consultancy The Circus, reveals that young people, particularly Gen Z, are having a significant impact on travel trends.
Key takeaways
- Travel and identity: For Gen Z and Millennials, travel is deeply connected to their identity and self-expression. 76% believe their travel experiences reflect who they are and 72% see travel as essential to their identity. Travel is seen as a form of self-investment, with 88% saying it has contributed to their personal growth;
- Financial priority: Despite not having the highest spending power, 89% of Gen Z and 87% of Millennials prioritize travel financially. They are willing to spend more on travel to align with their values and preferences, preferring unique destinations, with 84% preferring off-the-beaten-path locations;
- Passion-driven travel: Unlike older generations, 77% of Gen Z and Millennials choose travel experiences based on personal interests rather than destinations. They prefer to travel around their passions, such as food, music festivals, wellness retreats, educational trips and eco-tourism. 63% of those planning to travel within the next year prioritise booking activities over flights.
Get the full story at Thrillist
