Priceline.com published a new survey examining millennial travel habits and preferences. The study finds that many millennials aim for at least seven trips per year to feel satisfied, and often swap one long getaway for several shorter trips to reach that target. While some trips are driven by experiences like music festivals and sporting events—40 percent of respondents expressed regret over missing such events—others focus on important life moments. A significant number of millennials worry that missing travel can harm relationships or personal wellbeing.
The survey highlights that travel-related regret is common: nearly a third of respondents said they lost a friendship because they lacked the time or money to travel. Many also reported missing milestone events—bachelor or bachelorette parties, baby showers, weddings, and family gatherings—because of scheduling conflicts or financial constraints. These missed opportunities contribute to a broader sense of dissatisfaction, with respondents indicating that travel plays an important role in maintaining social ties and overall wellness.
Cost emerged as the main barrier preventing people from traveling. Respondents ranked price above other obstacles such as time constraints or work commitments. In response to this finding, Priceline emphasizes its focus on affordability and last-minute options. “For every trip, there’s something on the line, whether it’s friendship, family or wellness. Our research tells us the number-one reason that prevents consumers from traveling is cost and we offer thousands of hotel, flight and rental car deals daily, making it easier to go to important life events, on any device, and at the last minute,” said Brigit Zimmerman, senior vice president of air and vacation packages at Priceline.com.
The survey also reflects a shift in how millennials prioritize travel: shorter, more frequent trips are often chosen over extended vacations. These mini-breaks can help maintain connections and reduce regret without requiring large budgets or extended time off. For many, the flexibility to travel on short notice or find affordable accommodations makes it easier to attend meaningful events and maintain relationships.
Overall, the findings suggest that travel is deeply tied to emotional and social wellbeing for millennials. The desire to avoid missing important life events, combined with financial pressures, drives many travelers to seek affordable, flexible options. Services that reduce cost and simplify booking—particularly for last-minute plans—can help people attend the events that matter most and minimize the regret associated with missed travel opportunities.