As the travel industry evolves, so do the preferences and behaviors of those exploring the world. The rise of Gen Z and the upcoming Generation Alpha is reshaping travel decisions and creating a significant opportunity for travel brands to adapt. Research shows that different generations approach travel with unique characteristics that reflect their values, life stages, and technological comfort.
As a member of Gen Z, I can tell you firsthand, younger generations travel differently. Growing up in a family of travel lovers spanning four generations, I’ve seen it all. But trust me, the places we pick and the travel experiences we crave are miles apart from what my parents were into.
In this article, we’ll explore how generational differences in travel habits are changing and what this means for the future of the tourism industry.
Generational Travel Trends: How Gen Z and Beyond Explore the World
Understanding Generations
Generations are defined by the cultural, social, and technological shifts that shape the experiences and values of people born within specific timeframes. Here’s a breakdown of the most commonly recognized generations, what defines them, and who belongs to each age group:
Generations evolve, wanderlust doesn’t.
1. Baby Boomers (Born 1946-1964)
Baby Boomers grew up after World War II, during a time of economic growth and social change. They witnessed the rise of television, the civil rights movement and shifts in family dynamics.
2. Generation X (Born 1965-1980)
Generation X, known as the “latchkey” generation, grew up amid changing family structures, economic uncertainty, and the rise of personal technology. Gen Xers are recognized for their independence and adaptability, experiencing the early internet and the shift from analog to digital. Their life stage often means balancing family vacations with caring for aging parents, creating unique travel needs.
3. Millennials (Born 1981-1996)
Millennials, known as Gen Y, are defined by their connection to technology, social media, and a globalized world. They are the first generation to grow up with the internet, smartphones, and social media in daily life. Their travel inspiration often comes from online sources, and they seek work-life balance through their travels.
4. Generation Z (Born 1997-2012)
Gen Zers represent the first digital-native generation, growing up with smartphones, social media, and constant connectivity. They’re known for their entrepreneurial spirit, social awareness, and focus on individuality. This generation has a strong preference for authentic experiences and unfamiliar locales.
5. Generation Alpha (Born 2013-2025)
Generation Alpha is the youngest generation, still growing up and expected to be the most technologically immersed, with AI, virtual reality, and robotics shaping their daily lives. While their travel patterns are still emerging, their comfort with personal devices will likely shape future travel innovations.
6. Generation Beta (Born ~2025–2039)
Generation Beta will follow Alpha and is expected to be born entirely in the 2030s. Though still in the early stages of life or not yet born, they are projected to grow up in an even more connected world shaped by artificial intelligence, climate change adaptation, and evolving global mobility. Their upbringing will likely involve hyper-personalized tech, smart environments, and digital-first education. While their travel habits remain speculative, future trends suggest immersive, tech-enabled experiences and environmentally conscious travel may define their generation.
Why It’s Important to Understand Generational Travel Trends
Regardless of generational differences, travel is looking up for 2025. AAA says the interest in international travel is high with a big boost expected in international vacations. One variation may be location. In 2025 less-crowded destinations are expected to be even more desirable. So maybe it’s time to book a program in countries like Mongolia, Nepal and Cambodia.
In fact, 63% of travelers expressed interest in visiting off-the-beaten-path destinations on their next trip, according to Expedia.
It shouldn’t be too surprising that there are some generational differences when it comes to travel. For one, Gen Z students may have a completely different way of describing a trip. When they say, “Bro, we were lowkey excited about going to Costa Rica and ONG it slapped.” Then you know all is well.
But what about other differences? Generally, across generations, travel has been on the rise over the last several decades. In fact, there’s been a stunning rise. Back in 1950 the United Nations World Tourism Organization estimated there were about 25 million international arrivals around the world per year. By 2018 that number had risen to 1.4 billion.
COVID-19 caused a drastic drop in international travel and is on its way to recovering to the 2018 level.
As seen in the chart, travels to Asia and Pacific have particularly increased over this time period, taking a larger chunk of the share. Europe has long been a popular destination.
Generational Travel Trends: General Trends
Across the generations, people are looking for unique experiences and once-in-a-lifetime adventures when they plan trips. There’s much more of a focus on what you may do while traveling than other factors like accommodations.
However, when it comes to certain particulars, someone from Gen X may make different choices than someone from Gen Z. Gen Z is more likely to travel internationally. Young adventurers are most interested in going to far-flung destinations.
For example, my mom had never traveled outside of Europe—until I convinced her to visit me in South Korea last year. Meanwhile, all three of her kids had been beyond Europe by the time we turned 18.
Students hike through the nature.
Partially because of family responsibilities, many Gen Xers take the fewest international trips. Meanwhile, baby boomers who are mainly retired take the longest trips and millennials take shorter trips but travel the most days each year. Millennials also like to have a good degree of rest and relaxation when they go, taking a break from their hectic lives.
Gen Xers spend the most money, but that is partly because they often are paying for older children and other family members when traveling. Because of this factor, Generation X is more price sensitive and likely to seek out deals and family packages.
How Generations Pick a Destination
Not shockingly, your average Gen Z person relies quite a bit on social media – Instagram to look into possible new destinations. An amazing 90% say social media plays a role in their travel decisions.
Living the dream…
Their parents’ generation is far less likely to use social media for destination inquiries. Meanwhile, baby boomers are the least likely to do destination research. Many baby boomers are decisive about their travel location and don’t need help picking a place. However, they’ll use technology for particulars, such as transportation.
Gen X Travel Trends
Often called the “sandwich generation,” Gen Xers (born 1965-1980) balance caring for both aging parents and children while managing careers. This unique position shapes their distinctive travel behaviors and makes them a valuable market segment:
Evolving Family Travel Patterns
Gen X is transitioning from traditional family trips to more diverse travel arrangements. The percentage of Gen Xers traveling with children under 18 has dropped significantly from 28% (2021) to just 17% (2024). Instead, they’re embracing multigenerational travel with adult children and extended family, or enjoying solo travel and friend-based trips.
Motivation: Escape and Rejuvenation
More than 60% of Gen Xers planning vacations do so specifically to de-stress and escape everyday pressures. For 68%, rest is the primary motivation. This generation increasingly values wellness activities during travel, from spa treatments to mindfulness workshops, reflecting their growing health consciousness and need to recharge from their hectic lives.
Experience Seekers with Cultural Interests
Despite traveling less frequently than other generation due to busy schedules, Gen X travelers seek quality over quantity. A striking 84% want to try something new on vacation, with strong preference for cultural experiences, visiting museums, historical sites, and opportunities to engage with local communities. They often seek authentic experiences that provide meaningful connections.
Create lasting memories with local community members and fellow travelers.
Tech-Savvy Planners
Contrary to stereotypes, Generation X embraces technology for travel planning—79% expect seamless online booking experiences while traveling and value the ability to book trips entirely online. They typically plan well in advance and prefer straightforward booking processes with consistent communication.
Value-Conscious Quality Seekers
While often outspending other generations (partly due to traveling in larger groups), Gen Xers remain budget-conscious. Over 90% prioritize finding the best value before booking, actively seeking deals while still willing to invest in quality experiences. They allocate approximately 13% of their travel budget specifically to tours and excursions, demonstrating their commitment to meaningful activities.
Types of Trips
It’s a little more difficult to pin more specific travel preferences to a generation, but there are several tidbits of interest when it comes to generational differences.
Cooking over an open fire with a view to match.
Expedia research has found that 70% of people in Generation X say they enjoy museums, historical sites, arts and culture. Nearly half of baby boomers plan their trips around food and drink and interestingly that increases to 67% for Chinese and Mexican baby boomers.
Since millennials take more trips than other age groups, they tend to have a wider variety of trips, including visiting family, seeing well-known sightseeing destinations, and traveling to spots that are off the beaten track. They also often combine business travel with leisure experiences.
Generation Z often likes unique experiences that are interactive and social when traveling. People in Gen Z score above average in their love of the ocean. This generation is also twice as likely as other generations to stay in alternative accommodations, such as glamping instead of staying in a hotel. Their growing interest in self-discovery and sustainability shapes many of their travel choices.
What This Means for the Travel Industry
This exciting time in travel presents a significant opportunity for travel brands to tailor their offerings:
- Family-friendly options remain essential but should evolve to accommodate multigenerational groups and kid-centric activities
- Wellness offerings are increasingly important across all generations, with Gen Xers seeking opportunities to de-stress
- Grab-and-go options and flexible dining appeal to younger travelers, while boomers often prefer more traditional dining experiences
- Technology should enable seamless online booking while still offering the human touch that many travelers value
- Solo adventures are growing in popularity across all age groups, with solo travel representing a significant portion of the market
The diversity in travel preferences across four generations makes this an exciting time for innovation in the travel industry. By understanding the unique characteristics of each generation’s approach to travel, brands can create more tailored, satisfying experiences for everyone.
Camp in tents under the milky way and get to know your fellow travelers around a bonfire.