In a recent study of travel and tourism trends, Plus Company, a network of creative agencies, has discovered contradictory patterns in the data. The company shared its findings in a new report, “Traveling the Great Divide: An examination of contrasting consumer behaviors in travel.” Below are some examples of this contrasting behavior — insights for travel professionals to know as they navigate diverse clients and sales.
Finding No. 1: Group Travel Is Up, As Is Solo Travel
Solo travel, particularly among women, is on the rise, with 72% of North American women planning to take solo escapes in 2024. The Plus Company report cites financial limitations, safety concerns and social stigma among reasons women may have previously skipped this type of travel. Those opting to adventure solo say they appreciate the sense of freedom that comes with such a trip.
Contrastingly, group bookings are on the rise as well, having grown by 18% since 2022. After noticing a 35% jump in holiday bookings for groups of eight or more, Luxury operator Black Tomato dubbed the phenomenon “Group Therapy.” Leading Hotels of the World saw a similar jump, reporting that “group bookings of three rooms or more grew 33% in 2023 from the previous year.” And in response to growing group travel, Airbnb has altered max capacities and is showcasing more villa-style accommodations.
Finding No. 2: Though Considered ‘Risk Averse,’ Gen Z is Splurging on Travel
Though Generation Z is considered a risk-averse group, 36% of Gen Z (and Millennials) are willing to splurge on accommodations, according to the report. They might also pay for the comforts of an airport lounge or additional legroom on flights, for example.
Gen Z has also shown a "binge and graze" ethos, the report says, meaning they are opting for shorter adventures but more of them. Additionally, they are likely to graze all day long, rather than sit for long meals, and 47% of the group have planned a trip in order to dine at a specific restaurant.
Finding No. 3: Mini-Breaks May Be Up, But So Are Longer Trips
Travelers are balancing their desire for quick getaways and extended trips, the report says. 52% of North Americans intend to take “mini-breaks” this year, up from 45% in 2023. Terms like “micro-tripping” and “gig-tripping” have become more commonly used to describe shot jaunts that might bring travelers to a destination for a concert or celebration.
Then, travelers booking extended vacations, or “slow travel,” are growing in number, too, meaning people are taking fewer trips but are away from home longer. The report says that Boomers are leading this change, as they have more disposable income and flexibility in terms of how long they can travel. They are also showing growing interest in cultural immersion, which often requires exploring a destination longer.
Finding No. 4: Budget Travel Is In Demand, But So Is High-End Travel
In terms of spending, the pendulum swings between thrift and extravagance. Budget travel reigns for many, according to the report, with 79% of U.S. and Canadian respondents saying they ‘generally travel as cheaply as possible.’ Contrastingly, 36% of Gen Z and younger Millennials say they “don’t care about costs” when it comes to travel, so long as they gain the experiences they most want.
The full report is available online.
Editor’s Note: This article was generated by AI, based on a press release distributed by Plus Company.
