Contiki has released its annual Voice of a Generation survey, offering an inside look at how Gen Z and millennial travelers are impacting the industry and driving trends.
The survey draws insight from more than 1,000 American respondents between the ages of 18 and 35, highlighting changes in values and travel behavior for 2026.
“Now in its fifth year, the survey helps us understand the top motivators and expectations of Gen Z and millennial travelers,” said Toni Ambler, chief customer officer for Contiki. “This insight is invaluable for travel advisors, as it shows how the next generation is shaping the travel experience and allows travel professionals to guide their clients toward trips that truly match their priorities and exceed expectations.”
What Young Travelers Are Prioritizing, From Sustainable Travel to Unplugged Vacations
A noticeable rising trend is a commitment to sustainable travel, with 47% of Gen Z and millennial travelers sharing that sustainability is a consideration when planning trips. Additionally, 38% report that they are actively seeking out travel experiences from environmentally conscious brands. About 69% of young travelers say they would consider skipping a bucket-list destination to combat overtourism.
Respondents also shared that time is as valuable as money. More than half of respondents (54%) said they would exchange a pay raise for additional paid time off, and one in three respondents are utilizing “Buy Now, Pay Later” services to finance their trips.
Work burnout is also inspiring travel; 67% of young travelers report that they combat burnout by taking a vacation and prioritizing their well-being. In general, wellness is a top priority, with 53% of respondents reporting that they incorporate wellness activities in their daily lives, even while on vacation. Relatedly, about 79% of respondents say they would even consider booking a sober trip. And, in a move that nods to a desire for mental wellness specifically, 89% of Gen Z and millennial travelers report that they would trade in their phones for an all-expense paid trip.
Additional insights be found in the survey online.
