Each generation adopts its own unique travel behaviors that not only set them apart from each other but also help the industry adjust to meet their demands. Gone are the days of cookie-cutter experiences shared by everyone in the same way regardless of age or interest. With different generations taking different approaches to travel, the industry is taking notice. Travel companies such as Contiki, catering to a clientele ranging in age from 18 to 35, devote a great deal of time and effort to study these behaviors so they can better serve the needs of today’s travelers and anticipate the future of the ever-changing travel industry.

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The company’s recent Voice of a Generation Report, a survey of more than 1,000 Americans in the company’s target age group (a mix of Gen Z and millennial travelers), revealed some eye- opening results. For example, these generations embrace solo travel. In fact, 58 percent of Gen Z and millennial respondents stated they prefer to leave their friends behind and make new ones on the road, thus turning a solo trip into an entirely different kind of social experience. These sentiments echo in Contiki’s bookings, with 70 percent of the company’s clients booking solo excursions. And while they embrace solo travel and welcome new friendships along the way, they don’t mind sharing their experiences across generations. “Both Gen Z and millennial travelers are looking for authentic experiences that help them grow and expand their horizons,” said Lottie Norman, chief marketing officer, Contiki. “That includes traveling with new, like-minded people from different generations.”

Younger generations don’t just hit the road solo, they want to use those trips as an opportunity to get involved in the communities they visit. Contiki’s report found 90 percent of Gen Z and millennials rated sustainability an important factor when deciding where to go next. And sustainability isn’t just a buzzword for them, as respondents named specific goals for their socially responsible travel plans. For example, 42 percent cited leaving a positive impact on their chosen destinations as a primary goal, with 38 percent aiming to help preserve wildlife, and 19 percent concerned with the impact of carbon emissions resulting from their travel.

Millennials may have helped start the bleisure travel trend (a form of travel pairing business with leisure), but their attitudes seem to change as they and their Gen Z counterparts now take a firm stance that not only is travel important but also it is actually vital to disconnect from work to enjoy it. Young travelers place a high priority on finding a balance between work and travel, with a heavy emphasis on the travel. In fact, Contiki’s report found 56 percent of Gen Z and millennial travelers would rather get more personal time off than a raise, and more than half reported a willingness to move back home with their parents if it meant they could save more money for traveling.

But social and sustainable factors make up just part of the drive for younger generations. “Millennial and Gen Z travelers are heavily influenced by pop culture when choosing where to go next,” said Norman. “Set-jetting, or traveling to the filming locations of favorite TV shows and movies, is a major trend among these generations. In fact, over half of respondents in our recent Voice of a Generation survey said they’d been inspired by a film or series to visit a specific destination.”

Norman also cited social media as another powerful motivator. “Platforms like Instagram and TikTok help shape everything from the destinations young travelers choose to the photo spots they seek out and the experiences they book,” she said.

Hilton’s 2024 Trends Report also looked at generational travel behaviors and found specific differences in how generations embrace various aspects of travel, such as dining and technology. Baby Boomers, for instance, devote a large portion of their travel budget to dining experiences, preferring sit-down meals to quick, on-the-go options. They also place a heavy emphasis on the quality of service, opting for human interaction over the time-saving shortcuts modern technology offers.

When it comes to Gen X, Hilton found they seem to lie somewhere in the middle, embracing preferences and behaviors of both older and younger generations. For example, Gen X resembles younger generations in that its members value experiencing something new when traveling and have come to rely on technology as a helpful tool to simplify travel and maintain a connection to their life while on the road. But like Boomers, they also place a high importance on things like culinary experiences and appreciate human connection resulting from experiences such as seeking out advice of locals for finding a great place for a meal or a drink.

Younger generations, however, while easily lumped together in many aspects, do actually exhibit differences among themselves in how they travel. Millennials want to be pampered and are willing to spend the money to get that, with Hilton’s study finding 83 percent want to feel cared for during their vacations. This generation seems to want a happy medium between relaxation and adventure, with 60 percent reporting resting was of high importance, and 56 percent also reporting adventure was a priority. This interest in both ends of the travel spectrum is perhaps quite understandable, however, when you consider many millennials are currently raising children of their own, which shows in Hilton’s findings that 91 percent of this generation places a high priority on family-friendly travel.

Gen Z, on the other hand, seems to focus heavily on adventure and travel that leads to growth, transformation and self-discovery. Forty- three percent of Hilton’s Gen Z respondents reported they value discovering something new when they travel. While this generation is clearly motivated to travel and have exciting experiences, budgets remain a constraining factor, as members of this age group are still in the process of establishing themselves in their careers.

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According to a recent Talker Research 2024–2025 Travel Trends report sponsored by Club Wyndam, a vacation ownership program offering vacation properties across North America, when it comes to choosing a destination to visit, almost all of the generations seem to agree on one major factor. While Boomers tend to base their upcoming travel plans on destinations they would most like to visit, Gen X, millennials and Gen Z all agree the cost of a destination is a more important issue. However, when it comes to how far they are willing to travel (either beyond a 300-plus-mile radius or a drive of more than five hours from home), the results showed millennials (43 percent, to be exact) were more interested in traveling far away for new experiences, while Baby Boomers, the more experienced travelers with more expendable income, were simply interested in going everywhere, with 48 percent reporting an interest in destinations both near and far from home.

While it’s clear Gen Z, millennials, Gen X and Baby Boomers are on the move and enjoying their lives through travel, they aren’t the only generations to observe. Even Gen Alpha is starting to weigh in. Although they can’t travel on their own yet (they are, after all, still in elementary or middle school), kids who were born starting in 2013 already have an impact on how their parents travel. A 2024 study conducted by Beaches Resorts found 85 percent of Gen Alpha children have a direct influence on where their families take vacations. And if you are wondering where these little ones want to go, they choose destinations by specific activities. The beach was a top choice, followed by amusement parks and then historical sites, with urban cities and natural wonders rounding out the bottom of the list.

Set to be the largest single generation in history, what Gen Alpha wants is something we should all note. As they grow up taking an active role in their families’ travels, they will blossom into adults who have their own set of expectations, and like every generation before them, they will chart their own course.