Where are Generation Z clients most looking to go? How about their parents, mostly members of Generation X? And how much are travelers in different generations willing to spend?
Travel booking platform GetYourGuide tackled these questions — and more — in a recent study that surveyed 1,000 Americans between the ages of 16 and 56 and evaluated the preferences of three generations: Generation X, millennials and Generation Z.
The tastes of these three groups converge and align in some ways, and clash in others. Here are some of the top takeaways.
Members of Gen Z Are the Most Adventurous Travelers
Although the majority of survey respondents across the three groups (70%) have travel on the brain and are currently planning their vacations, Generation Z travelers are looking far beyond their own backyards; 51% are currently booking international trips, favoring destinations including Paris; Dubai; San Juan, Puerto Rico; and the Cyclades in Greece.
The experiences they seek are also adventurous by nature, including bioluminescent bay boating, hot springs tours, desert safaris, volcanic islands cruises and “meet-the-locals” offerings such as a baking class in France.
Domestic Travel Is Top Choice for Older Groups
Meanwhile, millennials (48%) and nearly two-thirds of Generation X (61%) are still preferring to stay domestic even as travel restrictions are lifting. Millennials are slightly more open to travel outside their own city than Generation X. The cities drawing these domestic travelers include New York City, Miami and San Diego for all three groups; Los Angeles for millennials and Generation Z; and Washington, D.C. for Generation X.
Safety Is a Top Concern for All
Despite Generation Z’s adventurous spirit, members of this group agree with the other two generations that there is still cause for concern when it comes to travel. More than half the members of each generation (57% for Generation Z, 54% for millennials and 55% for Generation X) name safety as a top concern regarding travel, and they are all placing a heavy emphasis on the Great Outdoors. Other top priorities include flexible cancellation plans.
Millennials Spend More on Travel
All three generations find budgeting for vacations to be “the most annoying aspect of travel planning.” However, there’s good news for travel agents: 64% of millennials are more willing than the other groups to pay to have someone else plan their excursions for them. Similarly, millennials are budgeting more for excursions ($51-$100 per person, per day) than the other two groups.
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