A new study has revealed a surging trend of live event travel, particularly among Gen Z and millennials. According to the survey conducted by Bread Financial and AAA, approximately three in five Gen Z (65%) and millennial (58%) respondents confirmed they have traveled (within the last year) or plan to travel (within the next 12 months) more than 50 miles to attend in-person events such as live concerts, sporting events, comedy shows and book readings. This figure is significantly higher compared to older generations, with only 43% of Gen X and 27% of Baby Boomers participating in such travel.
The younger generations are not only willing to go the extra mile, but also spend more on these experiences. More than half (53%) of Gen Z travelers have flown or plan to travel by plane for live events, the highest among all generations. Notably, 18% of Gen Z respondents say they have gone or would be willing to travel more than 1,500 miles, twice as many as only 9% of Baby Boomers.
Gen Z and millennial travelers are taking their trips to the next level by going farther and spending more than other generations for live events.
Financial commitment is also higher among the younger cohorts. Nearly two in five Gen Z (37%) and millennial (39%) travelers have spent or plan to spend between $500 and $5,000-plus on tickets alone for destination live events. To afford these costs, approximately two in five millennial (42%) and Gen Z (37%) travelers are willing to dip into their savings, while about a third (29% of Gen Z, 33% of millennials) would consider taking up a side hustle. Additionally, nearly half of millennial (42%) and Gen Z (48%) respondents have traveled or would travel internationally to score cheaper tickets.
"Younger generations are leading the charge when it comes to a shift in consumer spending habits surrounding live event travel," said Paula Twidale, senior vice president of AAA Travel. "Gen Z and millennial travelers are taking their trips to the next level by going farther and spending more than other generations for live events. They don't want to miss out and will do what it takes to see their favorite artist, sports team or other live event in person."
Concert travel is a high priority, with more than half (52%) of Gen Z planning to attend a music event in the next year. When it comes to sporting events, 28% of Gen Z responents have traveled or are planning to travel for the 2025 Super Bowl; 32% for the 2024 NBA finals; and 19% for the upcoming Olympics in Paris.
The study also highlighted the influence of FOMO (fear of missing out) on live event ticket purchases, with more than one-third (34%) of all travelers admitting it played a role in their decision. Gen Z travelers (54%) were the most likely to feel compelled by FOMO, while 83% of Baby Boomers said they resist such pressures.
The most popular destinations for event travel include New York, Florida and California, with Las Vegas and Chicago ranking as the top cities. Famous venues such as Madison Square Garden (38%), the Las Vegas Sphere (38%) and Radio City Music Hall (31%) were also shaping travelers' plans.
On the other hand, deterrents to event travel include ticket costs (47%) and high travel costs (45%) among those who are not hitting the road. Other top concerns include budget or debt worries (40%), the inability to take time off work (31%), inflation (31%) and car/flight hassles (28%).
Editor’s Note: This article was generated by AI, based on a press release distributed by AAA.
