Generation Travel Index, Study of American Travelers Spanning From Gen Z to Baby Boomers

• Pressure for the Perfect Pic
  • Nearly one in two (48 percent) Gen Z respondents report that social media posts inspire them to travel, more than any other age group.
  • They’re also the age group most likely, nearly one in three (29 percent), to report feeling “pressure” to “post the perfect photo” while on vacation.
  • Surprisingly, when it comes to posting, Gen Z is only 17 percent likely to post “several times a day”. That increases among other age groups, Generation X is 27 percent likely and Millennials ring in at 26 percent but among Baby Boomers that drops to only 7 percent.

• American Pride Varies by Generation
  • Overall, 57 percent of Americans say they are “proud to identify as a US citizen” when traveling abroad.
  • More than two thirds (67 percent) of Generation X respondents and nearly two-thirds (63 percent) of Baby Boomers report feeling pride in their nationality. Less than half (49 percent) of Generation Z respondents feel the same.
  • Nearly four in ten (39 percent) of Millennials report feeling self-conscious about identifying as an American.

• Gen Z Travelers Crave Adrenaline, Older Travelers Crave a Hammock
  • Gen Zers are the most likely group to be “thrill seekers” when they travel.
  • Nearly one in five (19 percent) say they travel to experience “new, extreme” thrill but as travelers age, the desire for relaxation grows in turn.

• Sustainability is Critical, Brand Loyalty is Not
  • Across all generations, “sustainability” was cited as the most important factor when choosing an airline or hotel, this was according to 52 percent of respondents in the study.
  • The middle generations – Millennials (57 percent) and Generation X (55 percent) were the two likeliest to consider sustainability the top consideration, though that opinion was shared by nearly half of Gen Z (48 percent) and Baby Boomers (46 percent).

• Wifi and Eggs Should Be Free
  • More than eight in ten Americans (82 percent) expect WiFi to be free when they travel, within a hotel in particular.
  • WiFi tops the list of hotel amenities that American travelers would be least willing to pay for. The younger the respondent, the less willing they are to pay.
  • Nearly two thirds (64 percent) of Americans also expect their hotel to give them a free breakfast.

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