AMERICAN MULTI-GENERATIONAL

TRAVEL TRENDS
Travel Habits and Behaviors of Generation Z, Millennials,
Generation X, and Baby Boomers
METHODOLOGY Data Collection Method
Quantitative Survey
ONLINE SURVEY Field Work
30 March – 7 April 2017

Qualifying Criteria
Must have booked online
travel in the past year

Sample Size | Total: n=1001

US Travelers Generation X (n=269)
Generation Z (n=211) Boomers (n=258)
Millennials (n=263)

Generational Ages
Generation Z = 18-23 Generation X = 36-55
Millennials = 24-35 Boomers = 56+

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HOW THEY
TRAVEL
MILLENNIALS TAKE THE
MOST TRIPS
While Boomers are not traveling as frequently as other generations, they make up for it in trip length

Total Number of Trips Taken Per Year Last Vacation Duration in Days

7.8
5.6 6.6 6.2 6.4
4.4 4.0 3.5

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q9: Typically, how many personal/leisure and business trips do you take per year?
Q15. How long w as your vacation? 4
 23% 19%
MOST PREFER
TO EXPLORE
THE VAST
GEN Z MILLENNIALS
(18 - 23) (24 - 35)

COUNTRY
77% 81%
Gen Z slightly most likely to
travel outside the US 12%
19%

GEN X BOOMERS
(36 – 55) (56+)

88% 81%

In my country
5 Q14. Was the trip….?
VISITING FAMILY AND RELAXING VACATIONS
ARE MOST POPULAR
Boomers and Gen Z visit family, while Millennials and Gen X travel to relax and see the sights

67%

56% 55%
50% 51% 51%
48% 48% 48%
45% 44% 45%
42% 41%
34%
31%
27%
23% 21% 19%

Visiting Family Relaxing Sight-seeing Family Play Romantic Getaway

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q10: What types of vacations have you taken in the past year? 6
TRANSPORTATION IS CONSISTENT
ACROSS GENERATIONS
All generations show a little variation in their preferred method of travel

Plane Car Ride Train

64% 61% 58% 43%

54% 51% 38%
35% 37%
30%

2%
1% 1% 1% 1%

US US US

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Average Total

Q16. How did you get to your destination? 7

ALL GENERATIONS PREFER
HOTEL STAYS
Gen Z more likely than other generations to consider alternative accommodations

69% 68%

58% 58%

18% 18% 16% 17%

11% 11%
8% 7% 8%
3% 4% 3%

Hotel With Family / Friends Resort Alternative Accommodations

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q17. Where did you stay on your last trip? 8

YOUNGER TRAVELERS MORE
APT TO BUDGET
All generations spend almost half on hotel and flight

Budget a Primary Factor?

81% 74% 62% 57%

Yes Yes Yes Yes
No No No No

Proportion Spent On Proportion Spent On Proportion Spent on Proportion Spent on

Flight 25% Hotel 27% Hotel 30% Hotel 29%
Hotel 23% Flight 20% Flight 17% Flight 19%
Food 15% Food 16% Food 17% Food 19%
Transportation 11% Transportation 11% Attractions 13% Transportation 9%
Attractions 10% Attractions 11% Transportation 10% Attractions 9%
Shopping 8% Shopping 8% Shopping 9% Shopping 9%
Home sharing 6% Home sharing 5% Home sharing 3% Other 5%
Other 3% Other 3% Other 2% Home sharing 2%

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q18. Was budget a primary factor w hen you were researching/ booking your last trip?
Q20. What proportion of your travel budget did you spend on each of the follow ing? 9
YOUNGER GENERATIONS BOOKED
VACATION MOST RECENTLY
Boomers most likely to have booked a year ago

Last Time Booked Travel

52%
49%

33% 33%
27% 27% 28%
25%
21% 21%
19%
17%
15%
13%
11% 11%

Less than 3 months ago 3-5 months ago 6 months ago A year ago

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q7: When w as the last time you booked travel on a travel w ebsite for a personal vacation/holiday? 10
TRAVELER
ATTITUDES AND
INFLUENCES
YOUNGER GENERATIONS ARE MORE
DESTINATION INDECISIVE

Don’t have a Deciding between 2 or Have already decided

destination in mind more destinations on a destination

55% 54% 56%

53%

40% 40% 42%

35%
9%
6%
5%
4%

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q23. Which of the follow ing options best describes the w ay you feel w hen you first decide to take a trip? (Please select one) 12
OTAS AND SEARCH ENGINES ARE LEADING
PLANNING RESOURCES

62%

52% 54% 53% 51% 51%

50%
47% 45%
43% 42% 41% 41% 41% 40%
36% 36% 36% 34% 35%
33% 32% 30% 31%

Online Travel Agency Search Engines Travel Review Sites Discussed with Comparison Travel Sites Hotel Sites
Family/Friends

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q35. Please indicate all of the resources you used when you planned your last trip? (Please select all that apply) 13
OTAS CONVERT THE MOST TRAVELERS,
ACROSS GENERATIONS

62%

52% 54% 53% 51% 51%

50%
47% 45%
43% 42% 41% 41% 41% 40%
36% 36% 36% 34% 35%
33% 32% 30% 31%

Online Travel Agency Search Engines Travel Review Sites Discussed with Comparison Travel Sites Hotel Sites
Family/Friends

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q38: Please indicate w hich resources you used to book travel online on your last trip 14
 VALUE AND EXPLORATION DRIVE
TRAVELER SENTIMENT
‘You only live once’ opportunities also rank high in consideration

Percent of Travelers Who Somewhat Agree/Strongly Agree With The Statement

93% 95%
92% 93% 89%
83% 81% 83%
78% 78% 78% 73%
72% 70% 71% 67% 71% 70% 67%
60%

I look for the best deals and most value for my I'll go anywhere that allows me to explore the You only live once, so taking risks and crossing I often opt for "off the beaten path" locations I prefer to go to museums, historical sites and
dollar outdoors and be active things off my 'bucket list' is imperative and/or recommendations from locals arts & culture fill up my travel itinerary
83%
72% 73% 75%
71% 69% 70% 66%
63% 65% 64%
58%
52%
53%
39% 40%
29% 32%
24%
21%

Every vacation is family oriented and has a I prefer all-inclusive vacations like resorts and I'm all about taking a nap on the beach, spa I plan all my travel around where and what I eat I don't like travelling far, as long as I'm not at
specific focus on what will keep my family cruises where I don't have to worry about a treatments and all-day relaxation and drink work, I'm on vacation
entertained and happy thing

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q8 Please select to w hat extent you agree w ith the follow ing statements. (Please select strongly disagree, somewhat disagree, somewhat agree or strongly agree for each statement) 15
 WHEN PRIORITIZING, ACTIVITIES AND UNIQUE
EXPERIENCES DRIVE TRAVEL DECISIONS

215 223
191
178 171
160 152 165 157 153 153
146 145
134 140 132 136 137 135 137 133
122
112 107

Activities I will be doing on A once in a lifetime The cultural experience Lowest Price Deals and/or special offers My food experience
my trip experience

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

For this exercise, you will go through a small number of different screens where we will ask you to identify w hich consideration would be m ost important to you in terms 16
of how you choose a vacation/ holiday and w hich consideration would be least im portant to you in terms of how you choose to purchase a vacation/holiday.
FACEBOOK INFLUENTIAL IN TRAVEL
DECICIONS FOR YOUNGER GENERATIONS
Boomers claim social media has little influence on travel booking decisions

71%
64%
60%
52%
46% 45%

34% 35% 35%

31% 30%
25% 27%
23% 23%
18% 16% 17%
12% 13%
6% 6% 4%
1% 1% 1% 2% 1%

Facebook Instagram Twitter Pinterest Snapchat Other Not Influenced by Social

Media

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

28. Which of the follow ing social media sites influence or inspire your decision making process in booking a trip? (Please select all that apply)
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DEALS AND REVIEWS CAN HELP
TRAVELERS CONVERT
Destination content closely follows in influencing travelers

91% 92%
90% 90% 89% 89%
88% 87%
86%
84%
82% 81%

I look for deals before making a decision Informative content from destinations and/or travel I read reviews of places I want to visit from sites like
brands can influence my decision making process TripAdvisor before making my final decision
89%
76% 74% 72%
67% 65% 65% 66% 66%
58%
48% 50%

I talk to people who have visited the place before Ads can be influential in my decision making process I use loyalty programs in my decision making process
making a decision

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q32. Please select to w hat extent you agree w ith the follow ing statements. (Please select one for each statement) 18
EFFECTIVE ADS FEATURE RELEVANT DEALS,
INFORMATIVE CONTENT AND APPEALING IMAGERY

67% 66%
62% 61% 61%
54% 52% 53%
49% 51% 51%
48% 46%

35%
27%
22%

9% 7% 8%
4%

The deals advertised look The content in the ad is The imagery in the ad looks The ad includes helpful reviews None of the above
appealing informative appealing

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q33. How can ads help influence in your decision making process? (Select all that apply)
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 ALL GENERATIONS USE
SMARTPHONES IN TRIP
Gen Z and Millennials more likely than older generations to use smartphone during inspiration phase

78%
71% 72% 70%
67%
62%

44%
41%
33%
30%
25% 27%

11% 13%
7% 8%

When I'm looking for inspiration on When I’m researching on where to When I'm booking the travel During my trip
where to travel travel

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q47. For each of the follow ing statements, which device(s) do you use? Please select all that apply.
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DESKTOP/LAPTOP RULES RESEARCH
AND BOOKING
Boomers most reliant on desktop throughout all phases, except in-trip

90% 90%
86% 83%
82% 80% 82% 82%
76% 78%
69% 71%

37% 40%
32% 29%

When I'm looking for inspiration on When I’m researching on where to When I'm booking the travel During my trip
where to travel travel

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q47. For each of the follow ing statements, which device(s) do you use? Please select all that apply.
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KEY INSIGHTS FOR AMERICAN GENERATIONS

Gen Z Millennials
Are looking to opt for off the beaten path destinations, are open- More than any other generation, said ads can be influential during
minded, looking for recommendations from locals, and embrace the decision-making process, and they are the most influenced by
the you only live once mentality (#YOLO) ads featuring appealing deals or imagery and informative content

Travel nearly 30 days a year and although they have a budget in More than half of Millennials are using OTAs to book travel, followed
mind when planning a trip, they invest in travel, and are more by search engines
likely than other generations to travel internationally

Gen X Boomers
Travel fewest days per year, but when they do, they spend more Travel on average 27 days per year and are heavily focused on
on hotels, prefer relaxing trips, sightseeing vacations, and visiting visiting family, so they know where they want to go and how to get
family there

About 90 percent of Gen X said they look for deals and read Boomers are less likely to be tied to a budget than other generations,
travel reviews before making a decision, and 88 percent said and when not visiting family, they fill their itinerary with museums,
informative content from destinations and travel brands can historical sites, arts and culture, and recommendations from locals
influence their decision

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KEY TAKEAWAYS
Gen Z is Open-Minded, Bucket-List Oriented and
Looking for Off the Beaten Path Locations

Millennials Embrace YOLO and Prefer All-Inclusive,

Relaxing and Romantic Vacations

Gen X are Vacation Deprived Road Trip Warriors,

Traveling Less Frequently than Other Generations

Baby Boomers Are Decisive and Confident

Travelers, and Not Tied to Budget

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THANK
YOU

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