What are millennials looking for in a vacation?

Younger travelers want to feel that they are truly experiencing the culture they have traveled to, and to avoid anything that feels inauthentic. 79% of Gen Z and Millennial respondents agree that they would love to partake in a day of the life of locals in the destination they are visiting.



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So, as a self-confessed travel addict, here are the 10 reasons why I love to travel.
  • Travel to leave our world a better place. ...
  • Travel to meet different cultures. ...
  • Travel to learn. ...
  • Travel to escape reality. ...
  • Travel to relax. ...
  • Travel to explore. ...
  • Travel for humility. ...
  • Travel to eat.


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These trends are reshaping the travel industry and providing exciting opportunities for both travelers and the travel industry alike.
  • Here are some of the top travel trends for 2023 that you should know about:
  • Eco-tourism.
  • Experiential travel.
  • Digital nomadism.
  • Wellness travel.
  • Multi-generational travel.


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More than half (52 percent) of Gen Z adults are considered frequent travelers, meaning they take at least three leisure trips over the previous year (Morning Consult Pro)

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Gen Z in Hospitality: Adapting to the Next Generation of Travellers. Generation Z or Gen Z, refers to the group of people who were born between the late 1990s and early 2010s. A diverse demographic who grew up in a rapidly changing world, shaped by technology, social media, and a growing awareness of social issues.

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Advisors have shared in the TMR Europe Trends Outlook 2023 that most clients want to experience urban centers and small towns or the countryside in Europe. Experiences such as camping trips and amusement parks, have a lower preference as these are also available in the US and Canada.

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In addition to “set-jetting,” there's a renewed emphasis on food-focused travel, wellness and self-care on vacation, and traveling off the beaten path. Surveyed travelers say they want to shop at small businesses and spend more during a vacation if they know it supports the local community.

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The table shows that there are four main motives which arise whatever the travel experience; Novelty Seeking, Escapism/Relaxation, Relationships and Self Development.

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