The desire to travel is a key interest among the majority of Generation Z consumers, with more than half (60%) stating they have a strong urge to travel the world, according to new research from the cultural intelligence firm, Collage Group. This generation’s urgency for travel exceeds that desire of the older Gen X and Boomer generations by nearly 15%.
August 2, 2022
Quintin Simmons – Public Relations & Communications Manager
The recent study, titled “Gen Z Passion Points,” notes that Gen Zers have had a great wealth of exposure to the world via the internet and this likely contributes to their wish to journey. Moreover, this generation is digitally native – the internet has been around literally for their entire lives – so they have been exposed to distant parts of the globe at an earlier age than any previous generation.
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“This virtual access to the world, to other cultures, at such a young age, has fueled an expectation that they will be able to see and experience these places and cultures firsthand, says Natalie Griffith, Director of Product & Content at Collage Group. “Not only does Gen Z want to travel to various locales, but they would like to take these trips in the very immediate future.”
And a quick getaway or merely crossing state lines is not the hope. The Passion Points study reveals that for Gen Z, international travel is the overwhelming favorite when paired against domestic travel, as 55% of the segment said they would prefer to go abroad vs. vacation in the States. For younger Gen Zers, those ages 13 to 17, the yearning to travel internationally is even greater at 61%. This contrasts with the other generations who may want to travel too, but not to the extent exhibited by Gen Z.
Another interesting comparison regarding Gen Z travelers and those from other age groups, is the reason why they travel. Amongst other older generations, traveling for pleasure usually involves leisure and time to unwind. But for Gen Z, traveling – in terms of a vacation – is driven by a desire for adventure or action. Fifty seven percent of Gen Z agrees that for them, a vacation consists of excitement, which is opposed to 57% of the total population who say they’re looking to relax when on a trip away.
“The Gen Z segment loves to vacation, but they don’t want to go away and simply soak up the sun,” says Griffith. “If they’re taking a trip, their preference is to explore; they’re planning an adventure.”
Again, younger Gen Zers are more intense than the older Gen Z cohort, as 67% of the younger segment says they seek excitement over relaxation.
To that point, Gen Z is largely made up of people who are apt to stepping out of their comfort zone and abandoning their everyday routine. This proclivity enthusiastically comes across in their Passion Points, especially in respect to traveling. They pursue unique and unforgettable experiences.
In addition to that, Gen Z is also passionate about technology, including Instagram, TikTok and other social media. Thus, it is not surprising that the two passions – travel and technology – bridge seamlessly. Gen Zers commonly take trips or travel abroad with intentions of sharing their voyage on Instagram, posting pictures and photos.
Finally, food is another Passion Point among Gen Z and it too ties in with their zeal to move about and travel. Gen Zers frequently pick travel destinations solely to partake in the local cuisine. Seventy three percent of the generation reports selecting places to travel based on the food served there.
Gen Zers clearly have a deep appreciation for other cultures and environments. They tend to express their admiration for an area by visiting it. This generation likes to experience the possibilities and thrives in creating new memories.
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