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60% of Generation Z has a desire to travel and see the world, according to a study by Collage Group. A much stronger desire than for previous generations.
The study by Collage Group, entitled “Gen Z Passion Points” a cultural intelligence firm operating in the United States, notes that this generation has been widely exposed to the world via the web and social networks, likely contributing to their desire to travel. The generation, having been born with the web, images and social networks, was able to digitally discover remote regions of the globe at an early age.
This partly explains their desire to travel: 60% of them say they have a strong desire to travel the world, according to the study. This generation’s urgency to travel exceeds the desire of older generations, such as Gen Xers and Baby Boomers, by nearly 15 percent.
The study reveals that for Generation Z, international travel is more valued than domestic travel, with 55% preferring to go abroad rather than vacation in the U.S. For the youngest members of the generation (ages 13-17), the desire to travel abroad is even greater, coming in at 61%. Among each consecutive age group (Millennials, Gen X and Baby Boomers), the desire to travel abroad decreases, as all generations other than Gen Z favor domestic travel.
A thirst for adventure and discovery
Among older generations, travel for pleasure generally involves leisure and time to relax. This is not necessarily the case for Gen Z, for whom vacations are motivated by a desire for adventure or action. 57% of Gen Zers agree that for them, vacations are about excitement, while 57% of the total population say they seek to relax when they go on a trip.
Behind this desire, there is also the desire to share on social networks their adventures through videos on tik toks, photos on instagram or vlogs on youtube. 73% of Gen Zers also say they choose places to travel based on the food served there.
Of note, the majority of luxury travelers reported choosing a vacation destination based partially or primarily on social media or choosing a hotel brand, cruise line or airline via this channel.
“(Younger travelers) are more than willing to spend on an experience because things have changed. Hoarding stuff isn’t as important as it used to be,” explains Steve Cohen, special consultant for Olinger Group and managing partner of Stelico Consulting Group, at the recent ULTRA Summit.
Read also > Luxury Travel: personalization has become a key success factor
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60% of Generation Z has a desire to travel and see the world, according to a study by Collage Group. A much stronger desire than for previous generations.
The study by Collage Group, entitled “Gen Z Passion Points” a cultural intelligence firm operating in the United States, notes that this generation has been widely exposed to the world via the web and social networks, likely contributing to their desire to travel. The generation, having been born with the web, images and social networks, was able to digitally discover remote regions of the globe at an early age.
This partly explains their desire to travel: 60% of them say they have a strong desire to travel the world, according to the study. This generation’s urgency to travel exceeds the desire of older generations, such as Gen Xers and Baby Boomers, by nearly 15 percent.
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60% of Generation Z has a desire to travel and see the world, according to a study by Collage Group. A much stronger desire than for previous generations.
The study by Collage Group, entitled “Gen Z Passion Points” a cultural intelligence firm operating in the United States, notes that this generation has been widely exposed to the world via the web and social networks, likely contributing to their desire to travel. The generation, having been born with the web, images and social networks, was able to digitally discover remote regions of the globe at an early age.
This partly explains their desire to travel: 60% of them say they have a strong desire to travel the world, according to the study. This generation’s urgency to travel exceeds the desire of older generations, such as Gen Xers and Baby Boomers, by nearly 15 percent.
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