Research from data company Morning Consult shows that Generation Z adults—those aged between 18 and 24—are prioritising travel more than previous generations.
More than half (52%) of Gen Z adults are jetting off on 3 or more annual vacations, whilst 30% are taking 1-2 trips per year. Despite their age and comparatively low income, they are travelling more frequently than those aged 41 and older, and are on par with the Millennial generation (aged 25-40). It is thought that as Gen Zs grow and earn more money, they will outpace Millennials in terms of travel frequency.
Why Do Young Adults Love to Travel?
According to the new survey, Gen Zs are travelling for the same reasons as older generations; namely, to relax, escape, and spend time with family and friends. That said, they are more likely to travel for adventure, mental health, and cultural experiences than the average traveller.
Travel tech company, StudentUniverse, surveyed 4,000 full-time students to find out how Gen Zs like to spend their time whilst travelling. The most popular answer was ‘sightseeing’ at 70 per cent, followed by ‘experiencing a new culture’ at 68 per cent and ‘trying new cuisines’ at 59 per cent. Students are also least likely to travel for nightlife and clubbing experiences.
Will Jones, Brand Manager at Morning Consult:
It wasn’t too long ago that the 18-30s travel market was practically synonymous with raucous partying…that’s no longer the case.
How is Technology Informing Travel Trends?
Gen Zs were born into a world where technology was already interwoven with day-to-day life. Today, almost half (54%) of Gen Zs use social media for four or more hours a day, compared to only 28% of all U.S. adults.
Social media plays a key role in informing travel trends. Online content not only inspires users to travel (in general) but can also determine where they choose to go and what they do once they get there.
As the cost-of-living crisis wages on, travellers are searching for affordable escapes, and they’re using technology to do it; 62% of Gen Zs are using technology to find budget-friendly travel experiences, according to Booking.com.
What’s more, it isn’t just Gen Zs relying on technology to book cheap trips. Millennials and Generation Xs are actually even more likely—at 69% and 66% respectively—to use technology to save money when travelling.
How Are They Affording It?
As the youngest adult generation, Gen Zs typically have lower incomes; 61% of travellers aged 18-24 come from households earning less than $50,000 a year.
However, unlike the generations before them, America’s youngest adults aren’t waiting until they are high earners to book multiple trips per year. Instead, they are finding ways to fit travel into their budgets.
Last year, the average young adult spent 7% less on fashion, 6% less on tech, and 12% less on food according to a survey by Student Beans.
Travel purchases, on the other hand, jumped 60% as restrictions were lifted and travel abroad resumed. Today, 83% of young people are planning to cut back on non-essential spending so that they have more money to spend on travel.
Additionally, the majority of young adults are looking for budget-friendly holidays. Two in three Gen Zs look for the cheapest options when booking a trip, according to recent data from travel tech company, StudentUniverse.
It seems low income and a rising cost of living aren’t slowing Gen Z travellers in their tracks. Instead, cost-conscious young adults are becoming increasingly savvy when booking trips, using technology to find the most affordable options.
Only a couple of years ago, travel was at a standstill—but already the industry is back on its feet. Young people are driving a booming demand for travel experiences, and with this, the industry looks set to reach new heights.
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