Gen Z and Millennials are redefining vacation goals, beyond relaxation


Young Americans think to rest holidays is overrated, according to new research.

A survey of 2,000 Americans who JOURNEY (split evenly by generation) looked at how people of different ages take vacations and found that Gen X (51%) and Baby Boomers (57%) prioritize relaxation when they travel, while Gen Z (54%) ) and Millennials (45%) are more. interested in making memories.

In fact, 29% of those who don't prioritize relaxing while away think it's a waste of time – especially millennials (30%).

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Run by Talker Research for Holidays with Apple, survey found that these preferences may change in the future, as 59% shared that their vacation priorities have changed as they get older.

A quarter of millennials reported sightseeing is a thing of the past, and Gen Z no longer prioritizes learning new things while traveling (28%).

Respondents from different generations recalled the average age they were when their vacation preferences changed. Gen Z preferences change at age 18, while millennials see it at 27, Gen X at 38 and Baby Boomers at 54.

One thing that won't change is Americans' love of travel, with one in four (28%) saying travel is a high priority for them these days.

Although millennials are more focused on travel now (38%), Gen Z (35%) is more likely to exceed the average number of trips taken each year.

Looking at the differences in how they enjoy this time away, the results showed that Baby Boomers (74%) prefer domestic travel, while Gen Z (14%) are more likely to enjoy international travel.

Family-friendly (33%) and tropical (27%) destinations are favored across generations, but Gen Z (25%) and millennials (24%) also share a strong love of theme parks.

In addition to their top choices, Gen X (21%) and Baby Boomers (24%) are also drawn to small towns.

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“Vacation looks and feels different for everyone,” says Dana Studebaker, vice president of marketing at Apple Vacations. “I feel most relaxed reading a great book on the beach, knowing that everything I need is at my fingertips at an all-inclusive resort, but others feel rejuvenated after a beautiful backpacking trip through the mountains, Immersed history in a big city. That's the beauty of travel: Your vacation can evolve with your preferences.”

Before their trip, Gen Z is especially keen to create a vacation plan (60%) and Baby Boomers are more likely to go with the flow (40%).

Gen X (53%) and Baby Boomers (65%) who prefer to go with the flow agree that it helps them avoid feeling rushed or tied to a schedule.

Planners find comfort in planning their day (56%) and say it helps them make the most of their time (54%).

Gen Z embraces the security they feel when they plan things (46%), while Baby Boomers who prefer to plan ahead also enjoy feeling in control of the things they want to do (50%).

When planning trips, millennials are more likely to use a travel agent (18%), while Gen Z relies heavily on social media for planning (55%) and inspiration (66%).

Older generations prefer to keep things more classic, with Gen X trusting word of mouth (44%) and Baby Boomers referring to travel magazines or websites for advice (34%).

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Before vacation, millennials are more likely to read restaurant menus (34%); instead, Gen X looks at photos others have posted (36%).

Gen Z respondents are more likely to look at how much things cost and currency exchange (49%), as well as transportation options (43%).

Looking ahead, half of respondents plan to travel more as they get older.

Gen Z will take advantage of this the most (73%), planning to travel with their friends (43%), while Baby Boomers will travel to connect with other family members (20%).

The family is top of mind for those who traveled with their parents growing up, with 77% planning to continue the tradition of traveling with their children to bond (66%) and make new memories (65%) ).

“Getting out of the house and spending quality time with family while traveling is the best way to make memories,” says Michael Lowery, senior vice president and global head of consumer business units at Apple Vacations. “When traveling with a larger group with many ages to keep in mind, I always go to an all-inclusive resort because it takes care of any concerns about entertaining different ages. Some guests can enjoy a day in the spa, and others can be sure. get excited about the excursions and activities at the resort.”

See a full summary of the survey results below.



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