Believe it or not, those born between 1981 – 1996 account for a considerable portion of global travelers, and this age group is more often called Millennials. While other age groups like the Baby Boomers (1946 – 1954), Gen Zs (1997 – 2012), and Gen Xs (1965 – 1980) enjoy exploring the world too, it’s the Millennials that have the most interest in embarking on trips of a lifetime.
Statistics show that this generation is the prime target audience in the travel industry since they are likelier to take many more trips per year than the other age groups. While they don’t tend to spend as much as the Baby Boomers, they value experiences over possessions and love to venture off the beaten path.
But there are many interesting insights into how Millennials travel, their favorite destinations, and their average spending, so let’s get into it.
How do Millennials Prefer to Travel?
Millennials are, in fact, the largest generation on earth, and since they are the ones that are eager to see the world, it’s no wonder they are crucial to keeping the travel industry alive and well. So, what are their expectations when it comes to taking a trip? Millennials travel an average of 35 days a year and much prefer to focus on wellness, unique destinations, and sustainable travel, and are open to new experiences. They are more likely to be influenced by destinations they have seen on T.V.T.V. or social media than other age groups, making them a target audience for travel companies.
In addition, these open-minded travelers are much more excited by remote destinations than typical tourist hotspots and can be attracted by the promise of adventure and cultural experiences. Suppose you are a Millennial traveler like me. In that case, you will certainly relate to some or all of these characteristics and travel trends, so stick around for some fascinating Millennial travel statistics further along.
Millennial Travel Main Statistics
- In 2018, 77% of millennial travelers said they sent daily texts on vacation, while 55% posted photos on social media (Statista)
- Between 2020 – 2023 millennials spent an average of $4141 per trip (Source)
- 18% of Millennials have taken three or more domestic flights in the past year compared to 10% of Gen Xers and 6% of baby boomers (Source)
- 66% of Millennials use their phone to book a trip, while 74% use it for research purposes (Source)
- In 2022 45% of Air BnB customers were Millennials (Source)
What Are the Top Destinations for Millennial Travelers?
- France – The top choice
- The Caribbean
- Hawaii
- Italy
- Mexico
- Japan
- Costa Rica
What do Millennials Seek on their Travels
While Millennials are all about exploring the off-the-beaten-path destinations and enjoying unique experiences, there are a few things that they seek in addition compared to other age groups. These include good Wi-Fi connections, Instagram-worthy scenery, authentic cultural experiences, and tailored services.
In addition, Millennials seek out once-in-a-lifetime adventures, and according to a report by Skift, 70% of Americans in this age group wanted to discover lesser-known destinations and activities. In a time when social media is such a massive part of our daily lives, whether for work or leisure, being present online is crucial to the Millennial generation, and choosing destinations that will stand out is a critical factor in planning a trip.
How are Millenials Influenced?
When we look at the millennial travel statistics, we can see that online sources, specifically social media, heavily influence this tech-savvy generation. Unlike generations before them, millenials spend a lot more time on the internet, connecting with people via social networks and perhaps working online, leaving them subject to adverts, posts by travel influencers or friends and everything in between.
In addition to the consistent media that millennials are exposed to, they are also influenced by seeing destinations featured in T.V.T.V. shows and movies, plus others report that family and friends have influenced them. In addition, one of the most interesting findings is that millennials are heavily influenced by food culture and will choose destinations based solely on visiting a good restaurant or trying the local cuisine.
The same can be said for personal wellness, as millennials are motivated to travel to a spa hotel or retreat center if it means they can indulge in self-care, which are different motivations compared to other age groups.
60 Millennial Travel Statistics
1. It is reported that the millennial age group is the most enthusiastic about cruises, with 85% saying they plan to cruise again (C.L.I.A)
2. The millennial age group segment is estimated to register the fastest CAGR of the travel industry over the forecast period until 2030. (Source)
3. 46% of millennials are more likely to spend money on experiences than on consumer goods, according to American Express Travel’s 2023 Global Travel Trends Report (Report)
4. 86% of Millennial survey respondents said they want to shop at small businesses when they travel (Report)
5. 70% of Millennial respondents said they had been inspired to visit a destination after seeing it featured in a T.V.T.V. show, news source, or movie (Report)
6. 61% of them added that they had chosen a destination because it looks excellent in photos/videos in comparison to just 49% of overall respondents (Report)
7. As of 2018, 48% of younger Millennials used shared accommodation while on vacation, and over 50% of 18 to 29-year old’s apps like Uber or Lyft (Statista)
8. According to this 2023 Ammex Travel Report, 66% of Gen-Z and Millennial respondents said that they get most of their food inspiration from social media – compared to 51% of respondent’s overall respondents (Report)
9. 56% of Gen-Z and Millennial respondents say they often purchase new outfits or accessories for a vacation – compared to just 25% of others (Report)
10. 46% of Gen-Z and Millennial respondents say they have been inspired to travel to a destination because of something they have seen on Instagram – compared to 31% of respondents overall (Report)
11. Lastly, 29% of Gen-Z and Millennial respondents say they have been inspired to travel to a destination in 2023 from TikTok – compared to 18% of others (Report)
12. Ammex also revealed that 49% of millennials are willing to travel solo to bucket list destinations (Report)
13. 84% of millennials stated that they want to immerse themselves in the culture during their trip – the highest of any age group (Report)
14. 83% of millennials wanted their money to go back into the local economy (Report)
15. While 83% of millennials also said they would try to be more purposeful when planning their next trip (Report)
16. In a recent poll conducted by travel experts WeRoad, 72% of millennials want to swap relaxation and partying for adventure trips in 2023 (Source)
17. 51% said they would rather travel alone than with friends or family (Source)
18. WeRoad has had a massive rise in Asia bookings by millennials, making up a quarter of their Asian trips in 2022 (Source)
19. In terms of desired destinations WeRoad found that 43% put Europe at the top of their bucket list
20. Compared to 27% who said Asia, 19% who said America, and 11% eager to visit Africa (Source)
21. Millennials make up 31.5% of the world population and have a spending power of $200 billion, which is what makes them a target audience for travel companies (Source)
22. In 2019, the hottest destination for millennials to travel was Bora Bora (Source)
23. In a survey of 2000 Americans, 77% of millennials agreed that or are neutral about vaccines making it safer to travel (Source)
24. When it came to the most significant concerns with traveling, millennials said covid, followed by large crowds, getting stranded, travel cancellations, and lack of masks (Source)
25. 73% of millennials said that the war between Ukraine and Russia could impact their international travel plans (Source)
26. In 2022, the survey revealed the primary purpose for travel, which for millennials was to see friends and family, followed by mental health boost, visiting new U.S.U.S. cities, an international trip, and bucket list destinations (Source)
27. The survey revealed that 70% of millennials would consider spending more on leisure travel than they did pre-pandemic (Source)
28. In 2022, 68% of millennials said they would consider splurging on a huge trip (Source)
29. 50% of millennials said they discovered a new travel company when researching on their phone (Source)
30. 60% of U.K.U.K. millennials said they like to live like a local when traveling, immersing themselves in cultural experiences (Source)
31. 58% of Chinese millennials said that being current and being validated by their peers on social media is essential to them (Source)
32. 30% of millennials like to collect photos from online sources when planning a trip and in general as an inspiring pastime (Source)
33. Surprisingly, 16% of millennials are willing to give up their data for discounts (Source)
34. While a whopping 57% are willing to share their data in exchange for suggestions, travel tips, and personalized advice (Source)
35. In China, millennials hold two-thirds of the country’s passports (Source)
36. Of all the generations, millennials are the most educated and are becoming increasingly influential, which drives their love for travel and sharing their trips with others (Source)
37. Asia has the most significant percentage of millennials by region, with 1.1B or 24% of the world, all of whom have a substantial impact on the travel industry (Source)
38. Compared to previous generations who began having children at their age, fewer millennials have children, leaving them with more time and money for travel (Source)
39. According to this 2021 report, 44% of digital nomads worldwide are millennials (Source)
40. According to this Expedia report, 72% of millennial travelers would prefer a dream holiday in the future, while 65% would prefer a brand-new car (Expedia)
41. 32% of millennials said they wish they could be more like the person they showcase on their social media channels, while 22% of Gen Xers and 14% of baby boomers said the same thing (Expedia)
42. Regarding their motivations for traveling, 61% of millennials stated they focus on personal wellness (CNBC)
43. 60% of millennials are motivated to travel to stay at a specific hotel with a spa (CNBC)
44. 61% of millennials said they are motivated to visit a destination that looks good in photos (CNBC)
45. 47% said they would travel somewhere to visit a specific restaurant (CNBC)
46. While 46% said they would travel to a destination because they had seen it on Instagram (CNBC)
47. Millennials, aged between 26 – 41, show a high demand for bucket-list trips to Europe, Africa, the Galapagos Islands, and Antarctica (Report)
48. In 2022, 67% of millennials said they wanted to book a once-in-a-lifetime vacation (Report)
49. In 2018, 77% of millennial travelers said they sent daily texts on vacation, while 55% posted photos on social media (Statista)
50. Between 2020 – 2023, millennials spent an average of $4141 per trip (Source)
51. 18% of Millennials have taken three or more domestic flights in the past year compared to 10% of Gen Xers and 6% of baby boomers (Source)
52. 66% of Millennials use their phone to book a trip, while 74% use it for research purposes (Source)
53. In 2022, 45% of Air BnB customers were Millennials (Source)
54. In 2022, 71% of Millennials said they were planning to travel more or the same amount as pre-pandemic (Source)
55. In addition, the study revealed that 69% of baby boomers and 65% of Gen Xers said the same thing (Source)
56. 42% of Millennials think that social media is a better way to save photos than physical albums compared to only a quarter of non-Millennials (Expedia)
57. 2 in 5 Millennials use social media to “keep a record of the most important moments in my life” compared to only 1 in 5 of non-Millennials (Expedia)
58. 30% of Millennials rate sharing or collecting images of things online as extremely valuable to their entertainment (Expedia)
59. 43% of millennials said that the thought of going on vacation alone intimidates them, with many preferring to have someone aboard to visit (Expedia)
60. 31% of millennials surveyed said that industry experts were the most influential in their decision-making, followed by fellow consumers (28%) and close contacts (21%) (Expedia)
Conclusion
It is apparent that the millennial generation has dominated the travel landscape, and travel companies and tour operators are noticing this. Since this is the largest generation in the world and is eager to take adventurous and unique trips, more companies are targeting this age group through social media channels and T.V.T.V. shows.
Millennials are adamant about traveling more, planning purposeful and responsible trips, enjoying cultural experiences, and planning to travel solo to tick off those destinations. So, if there is anything we have learned from these millennial travel statistics and trends, it is that the presence of social media is alive and well. More millennials have a strong emphasis on sharing their journeys online.
Compared to other generations, tech-savvy millennials use their phones more often to book vacations, connect with other travelers and even discover new travel companies. While they don’t always spend as much per trip as older generations, they will take more frequent and longer trips, making them invaluable to the travel industry now and going forward.
