Friends on a tropical vacation (Photo by wang xi on Unsplash)
NEW YORK — Are vacations spent relaxing around the pool really overrated? That’s what plenty of young adults think, according to a new poll. It seems millennials and Gen Z are more interested in a trip full of adventure than they in getting room service.
The study, conducted by Talker Research for Apple Vacations, polled 2,000 Americans across different age groups, uncovering surprising trends and shifting priorities. Gone are the days when relaxation was the universal goal of a getaway. While Gen X (51%) and baby boomers (57%) still prioritize unwinding, younger travelers have different ideas. Gen Z (54%) and millennials (45%) are more focused on creating memorable experiences during their trips. In fact, 29% of those who don’t prioritize relaxation view it as a waste of time, with millennials leading this sentiment at 30%.
The survey highlights how travel preferences evolve with age. A significant 59% of respondents reported that their vacation priorities have shifted as they’ve gotten older. Gen Z typically experiences this shift at 18, millennials at 27, Gen X at 38, and baby boomers at 54.
Despite these changes, the love for travel remains strong across generations, with 28% of Americans considering it a high priority. Millennials are currently the most travel-focused (38%), while Gen Z (35%) is most likely to exceed the average number of annual trips.
Where Americans want to go also varies greatly depending on how old they are. Baby boomers (74%) lean towards domestic travel, while Gen Z (14%) shows the highest interest in international adventures. Family-friendly (33%) and tropical (27%) destinations are popular across all age groups, but Gen Z (25%) and millennials (24%) have a particular affinity for theme parks. Gen X (21%) and baby boomers (24%) also express interest in small-town getaways.
“Relaxation looks and feels different for everyone,” says Dana Studebaker, vice president of marketing at Apple Vacations, in a statement. “I feel most relaxed when reading a great book on the beach knowing that all I need is at my fingertips at an all-inclusive resort, but others feel renewed after a beautiful backpacking trip through the mountains, soaking up history in a big city. This is the beauty of travel, your vacations can evolve with your preferences.”
If you think younger adults always fly by the seat of their pants, think again! When it comes to planning, Gen Z is the most likely to create a detailed vacation plan (60%), while baby boomers prefer a more spontaneous approach (40%). Those who favor planning cite benefits such as making the most of their time (54%) and feeling a sense of security (46% for Gen Z).
Millennials are the most likely to use a travel agent (18%), while Gen Z relies heavily on social media for both planning (55%) and inspiration (66%). Gen X trusts word of mouth (44%), and baby boomers turn to travel magazines or websites (34%) for advice.
Looking to the future, half of the respondents plan to increase their travel as they age, with Gen Z leading this trend (73%). Family remains a central focus for many, with 77% of those who traveled with their parents as children planning to continue this tradition with their own kids.
“Getting out of the house and spending quality time with family while traveling is the best way to build memories,” adds 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 for an all-inclusive resort because any worries about entertaining different ages are taken care of. Some guests may enjoy a day at the spa and others can safely be thrilled with resort excursions and activities.”
Survey methodology
Talker Research surveyed 2,000 Americans who travel evenly split by generation; the survey was commissioned by Apply Vacations and administered and conducted online by Talker Research between June 20 and June 27, 2024.
