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Younger Americans believe that relaxing on vacation is overrated. New Research.
A survey of 2,000 traveling Americans (evenly split between generations) looked at how people of different ages spend their vacations and found that Gen X (51%) and Baby Boomers (57%) prioritize relaxation while traveling, while Gen Z (54%) and Millennials (45%) are more interested in making memories.
In fact, 29% of people who don’t prioritize relaxing while traveling feel it’s a waste of time, especially millennials (30%).
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Conducted by Talker Research Apple Vacation, investigation Fifty-nine percent of respondents said their vacation priorities have changed as they’ve gotten older, suggesting these preferences may change in the future.
A quarter of millennials say tourism is a thing of the past and that Gen Z no longer prioritizes learning new things while traveling (28%).
Respondents from different generations recalled the average age at which their holiday preferences changed: Gen Z changes their preferences at 18, Millennials at 27, Gen X at 38, and Baby Boomers at 54.
One thing that hasn’t changed is Americans’ love of travel: One in four (28%) say travel is a top priority for them these days.
While millennials are most committed to traveling right now (38%), Gen Z (35%) are the most likely to exceed their average number of trips per year.
Looking at the differences in how people enjoy their holidays, we see that Baby Boomers (74%) prefer domestic travel, while Gen Z (14%) are most likely to enjoy international travel.
Family-friendly (33%) and tropical (27%) destinations are favorites across all generations, but theme parks are also hugely popular with Gen Z (25%) and millennials (24%).
In addition to most preferred cities, Gen Xers (21%) and Baby Boomers (24%) are also attracted to small towns.
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“Everyone finds relaxation differently,” says Dana Studebaker, vice president of marketing for Apple Vacations. “I relax most on the beach with a great book at an all-inclusive resort that has everything I need. But some people feel refreshed after backpacking through beautiful mountains and soaking up history in a big city. That’s the great thing about travel — your vacation can evolve to suit your preferences.”
Before traveling, Gen Z is especially keen to plan their vacation (60%), while Baby Boomers are most likely to go with the flow (40%).
Gen Xers (53%) and Baby Boomers (65%) who prefer to go with the flow agree that doing so helps them avoid feeling rushed or tied to a plan.
Planners feel more comfortable having a schedule for their day (56%) and say it helps them make the most of their time (54%).
Gen Zers value the sense of security they get when they have things planned out (46%), while Baby Boomers, who prefer to plan ahead, also enjoy the feeling of checking things off their bucket list (50%).
When planning a trip, millennials are most likely to use a travel agent (18%), while Gen Z relies heavily on social media for planning (55%) and inspiration (66%).
Older generations have a more classic preference, Gen Xers trust word of mouth (44%) and Baby Boomers turn to travel magazines and websites for advice (34%).
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Millennials are most likely to read a restaurant menu before a vacation (34%), while Gen Xers will instead look at photos posted by others (36%).
Gen Z respondents are most likely to care about prices and currency exchange (49%), as well as transportation options (43%).
Looking ahead, half of respondents plan to travel more as they get older.
Gen Z will take advantage of this the most (73%) and plan trips with friends (43%), while Baby Boomers will travel to socialize with other family members (20%).
For those who traveled with their parents as children, family is a top priority, with 77% planning to continue the tradition of traveling with their children, both to bond (66%) and to make new memories (65%).
“Getting out of the house and spending quality time with family while traveling is the best way to create memories,” says Michael Lawrie, senior vice president and head of global consumer business unit at Apple Vacations. “When traveling with a large age-conscious group, I always choose an all-inclusive resort, without having to worry about catering to guests of all ages. Some guests will enjoy a day at the spa, while others will feel at ease and delighted with the resort’s excursions and activities.”
A detailed breakdown of the survey results can be found below.
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