Each generation develops distinct travel habits that shape how they explore the world and how the travel industry responds. The era of one-size-fits-all vacations is fading; travelers today seek experiences tailored to their interests and life stage. Travel companies such as Contiki, which serves travelers aged roughly 18–35, invest heavily in studying these evolving behaviors to better serve current customers and anticipate future trends.
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Contiki’s recent Voice of a Generation report, surveying more than 1,000 Americans in its target mix of Gen Z and millennial travelers, revealed notable shifts in preferences. Solo travel has become mainstream for younger generations: 58 percent of Gen Z and millennial respondents said they prefer to leave friends behind and make new connections on the road, turning solo trips into social experiences. This is reflected in Contiki’s bookings, where about 70 percent of clients book solo excursions. Rather than isolating themselves, many young travelers embrace cross-generational companionship and authentic interactions. “Both Gen Z and millennial travelers are looking for authentic experiences that help them grow and expand their horizons,” said Lottie Norman, Contiki’s chief marketing officer. “That includes traveling with new, like-minded people from different generations.”
Sustainability and community engagement are central to younger travelers’ motivations. Contiki’s findings show 90 percent of Gen Z and millennials consider sustainability an important factor when choosing destinations. They don’t treat it as a vague ideal: 42 percent aim to leave a positive impact on destinations, 38 percent prioritize wildlife preservation, and 19 percent are concerned about carbon emissions from their travel choices.
Work-life balance is reshaping travel priorities, too. While millennials helped popularize “bleisure” travel—blending business and leisure—many younger travelers now emphasize unplugging and making travel a top priority. Contiki’s report found 56 percent of Gen Z and millennial travelers would prefer more personal time off rather than a pay raise, and over half said they would move back in with their parents to save money for travel.
Pop culture and social media heavily influence destination choices. “Set-jetting,” traveling to filming locations of favorite TV shows and movies, is a growing trend: more than half of respondents in Contiki’s survey said a film or series inspired a trip. Platforms like Instagram and TikTok also shape where travelers go, the photo spots they seek, and the experiences they book, according to Norman.
Hilton’s 2024 Trends Report examined generational differences across dining, technology, and service expectations. Baby Boomers, for example, allocate a significant portion of their travel budget to dining and often prefer sit-down meals and personalized service over time-saving digital options. They value human interaction and high-quality service.
Gen X often blends preferences from both older and younger travelers. Members of Gen X value new experiences and use technology to make travel easier and stay connected, much like younger generations. Yet they also appreciate culinary experiences and the human aspects of travel—seeking local recommendations and in-person service similar to Boomers.
Millennials and Gen Z share overarching themes but differ in emphasis. Hilton’s research shows many millennials seek both comfort and adventure: 83 percent want to feel cared for while traveling, 60 percent prioritize rest, and 56 percent prioritize adventure. Family priorities also shape millennial travel—91 percent place high importance on family-friendly options, reflecting many millennials’ responsibilities as parents.
Gen Z prioritizes adventure, personal growth, and transformative travel. Forty-three percent of Hilton’s Gen Z respondents said discovering something new is a core travel value. However, budget constraints remain a reality as many Gen Z travelers are early in their careers.
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The Talker Research 2024–2025 Travel Trends report, sponsored by Club Wyndham, highlights how destination choice factors vary by generation. Boomers often plan trips based on places they most want to visit, while Gen X, millennials and Gen Z give greater weight to cost. Regarding travel distance, millennials show a stronger preference for traveling farther for new experiences, with 43 percent willing to go beyond a 300-mile radius or a five-hour drive. Boomers, with more discretionary income and travel experience, expressed broad interest in destinations both near and far, with 48 percent open to exploring widely.
Even the youngest generation, Gen Alpha—children born from 2013 onward—is already shaping family travel. A 2024 study from Beaches Resorts found 85 percent of Gen Alpha children influence where families vacation. Their preferences tend to be activity-driven: beaches rank highest, followed by amusement parks and historical sites, with cities and natural wonders also on the list.
As Gen Alpha grows, their tastes will further influence family travel and, eventually, the industry at large. Each generation brings fresh expectations and priorities to travel, and the industry continues to adapt—offering more personalized, sustainable, and culturally meaningful experiences to meet those evolving demands.