Younger generations are making sure to make travel a priority

Gen Z is proving to be a generation that prioritizes travel, even if it means spending more than they can afford. Despite their youth and lower income, over 50% of American Gen Z adults are frequent travelers, taking at least three leisure trips in the past year, according to a report by Morning Consult. This trend can be attributed to the widespread exposure to travel inspiration through social media.

The rise of COVID-19 and the global pandemic have further intensified the younger generation’s desire to travel, following prolonged periods of stymied opportunities. As they begin to earn their own money, Gen Zers have opted to allocate a good portion of it towards exploring the world. For travel brands to thrive, they must cater to the wanderlust generation’s new tendencies and expectations.

Compared to higher-earning Gen Xers and baby boomers, the portion of Gen Zers who are frequent travelers is substantially higher. However, Gen Zers are on par with their slightly older counterparts, the millennials. Lindsey Roeschke, a travel and hospitality consultant at Morning Consult, predicts that as Gen Zers grow older and earn more, they will surpass the traveling millennials.

Despite their enthusiasm for travel, Gen Zers have expressed less trust in the travel industry and other institutions compared to other generations. To bridge this gap, travel brands must start brainstorming ways to connect with members of Gen Z now.

Leisure travel has traditionally been reserved for higher-income earners, but Gen Zers are defying this norm. A mere 1% gap separates Gen Zers’ frequency of travel between those earning less than $50,000 annually and those earning over $100,000. This data shows that the youngest generation of adults is budgeting reasonably and exploring the world while they are young and energetic, instead of waiting to become “financially stable.”