Travel Statistics: How Age Affects Our Preferences

Age significantly influences travel preferences, impacting everything from destination choices and spending habits to accommodation and travel frequency.

By examining statistics from the US and the UK, we gain insightful trends about how age demographics shape tourism.

Travel trends by age demographic

Since 2007, travelers over the age of 30 have seen the largest increase, rising from 10% to 17%, while the 23-30 age group saw a decline of similar magnitude.

Gen Z and Millennials, calling themselves “flashpackers,” are now the highest spenders during their travels, averaging $3,500 per trip and $60 daily.

84% of Gen Z and Millennials are prioritising travel over luxury purchases. They are willing to cut back on non-essential spending to save for travel.

If you’re in your twenties, you may opt for experiences that push you out of your comfort zone. Solo backpacking trips in Peru and dancing until dawn at a foreign beach festival can feel like rites of passage.

At this stage, you’re likely to prioritise spontaneity and stretching your money further – even if that means sharing hostels or navigating foreign cities with a translation app and a map full of pins.

Millennials maximize their vacation opportunities, averaging 35 vacation days per year, followed closely by Gen Z with 29 days annually.

When children enter the picture, preferences tend to shift dramatically. You look for safety, convenience and the kind of activities that will keep everyone entertained without turning your break into additional work.

Luxury family holidays that take the pressure off. You may be willing to invest in comfort and quality, because the payoff is more than just personal enjoyment — it’s seeing your children light up with excitement.

Conversely, Gen X, who are in their 40s and 50s travellers take fewer vacations due to work and family commitments. With children grown or more independent. This stage typically brings greater disposable income and a desire to travel with purpose. Time feels more precious, so you start choosing trips that feel enriching rather than rushed.

Spending habits by generation

Baby Boomers allocate the highest overall spending, planning trips totaling approximately $6,600 annually, while Millennials are not far behind, with a third willing to spend over $5,000 and even incur debt for vacations.

For Baby Boomers, comfort and accessibility becomes a priority. For holidays designed with older travellers in mind, cruises and rail journeys can provide the ease and support that allow you to focus on enjoyment rather than logistics. However, slowing down doesn’t mean losing curiosity. Many older adults continue to seek new experiences, just with a little extra planning.

Gen X travelers average $2,628 on summer vacations, while Boomers average slightly less at $1,865 per summer trip.

Gen Z travelers spend a quarter of their budgets on flights, with 81% considering budgets heavily in planning decisions compared to only 57% of Boomers.

Gen Xers are notably price-conscious, with 93% actively searching for the best deals.

Millennials, however, balance frugality and indulgence, frequently choosing luxury accommodations and all-inclusive options.

Destination trends by age group

Younger travellers prefer exotic and culturally rich international destinations, with Millennials travelling internationally more frequently (19%) compared to Gen X (12%).

Popular destinations for Millennials include Rio de Janeiro, Tokyo, Sydney, Buenos Aires, and San Francisco.

Gen Z follows suit, influenced significantly by social media (90%), which shapes their travel choices.

Older travelers, especially those over 65 in Britain, prefer accessible European locations like France, Italy, Spain, and Portugal due to convenience, shorter travel times, and cultural familiarity.

US Boomers frequently choose the Caribbean, Mexico, and the British Isles for international travel and California and Florida domestically.

Frequency and duration of travel

Millennials travel the most, with an average of 35 days per year, followed by Gen Z at 29 days.

Boomers average 27 days, and Gen X has 26.

Despite fewer days, Boomers plan more trips annually, typically four to five, balancing both domestic and international travel. Generation X travelers typically manage three to four shorter trips each year due to work and family obligations.

Reasons for travelling

Motivations for travel also vary by age. Millennials prioritize relaxation and self-discovery, with 45% travelling to learn about themselves and 83% preferring stress-free, all-inclusive vacations.

Gen Z primarily travels for family visits (56%) and relaxation (40%). Similarly, 57% of Boomers travel to visit family and friends, with relaxation being an additional significant factor.

Millennials show the highest interest in culturally and historically significant destinations, surpassing general population averages by 13%. They prefer meaningful experiences, leveraging travel as a form of personal development.

Accommodation and travel preferences

Accommodation preferences also vary notably by generation. Around 70% of Millennials opt for hotels, with 35% favoring upscale or luxury options. Millennials are the most open to solo travel (96%) and are also the most likely to travel with friends (40%) or young children (62%).

Cruises appeal significantly more to older generations, with 30% of Boomers and 19% of Millennials likely to choose cruises compared to just 9% of Gen X. Gen X often opts for family-oriented travel, frequently traveling by car (43%) and choosing child-friendly destinations.

Millennials stand out for their interest in authentic and culturally immersive experiences, often venturing “off the beaten path.” Quick weekend getaways appeal evenly across Gen X (16%), Millennials (12%), and Boomers (11%), reflecting busy lifestyles and varied travel goals.

Decision-making and booking habits

Social media significantly impacts younger generations’ travel decisions, with 90% of Gen Z relying on platforms like Instagram and TikTok for inspiration. In contrast, only 10% of Boomers are influenced by social media, favoring informative ads and traditional booking methods.

Millennials, experienced in both traditional and digital media, balance influence from social media (72%) and online advertisements. Gen X predominantly utilizes online travel agencies (OTAs), with 55% booking through these platforms.

Impact of age on tourism behaviours

As age increases, travel preferences shift toward convenience, comfort, and longer durations. Boomers and senior travelers often prefer leisurely, extended trips with fewer hassles, prioritizing comfort and relaxation. Health and mobility considerations increasingly shape these preferences, leading older travelers to opt for cruises or easily accessible destinations.

Conversely, younger travelers seek adventure, spontaneity, and budget-conscious yet fulfilling experiences. Millennials and Gen Z are more flexible, less tied to structured vacation periods, and eager to explore diverse and exotic locations. Younger travelers also tend to tolerate less convenience if it offers significant cost savings, although Millennials increasingly value comfort.

Solo travel trends

Solo travel popularity is surging, especially among younger generations. Millennials are leading this trend, with 58% preferring solo travel, valuing independence, flexibility, and personal growth opportunities. In contrast, only 47% of older travelers opt for solo adventures.

Seasonal patterns

Older tourists prefer traveling during “shoulder seasons”—the periods just before or after peak tourism times—taking advantage of fewer crowds and better rates. Younger travelers typically travel during peak times, often dictated by school or work calendars, despite higher costs and larger crowds.

Conclusion

Travel preferences distinctly vary with age, influenced by financial status, family responsibilities, personal interests, and physical ability. Recognizing these trends helps businesses in travel and hospitality sectors tailor their offerings and marketing strategies effectively, optimizing customer experiences for each age demographic. Whether targeting youthful adventurers or comfort-seeking Boomers, understanding age-driven preferences is essential for the evolving tourism industry.