Millennial travelers, those always-connected, highly-mobile members of the workforce are forging new norms for leisure and business travel, making technology, in-the-know experiences, and adrenaline-rush adventures rather than cookie-cutter vacation packages some of the most striking hallmarks of their world view and values.
Those findings reflect the responses from the third annual survey of millennials’ and older generations’ travel habits and preferences, released last month by Hipmunk, the travel search site with a comprehensive range of travel choices.
When they do hit the road, millennials see themselves as explorers, not tourists, according to some of the findings. They disproportionately favor vacation rentals over hotels, cities over beaches, and grab travel opportunities whenever they can, such as topping off business trips with leisure travel.
Here are key takeaways:
“Millennials already dominate business travel, and they’re doing it in a different way than the previous generation. Hotels should take notice,” says Adam Goldstein, 28, Hipmunk CEO and co-founder.
Millennials’ astute use of the Internet and social connectivity informs their travel preparation, and how they live when they’re on the road.
“Millennials edge out other generations in their desire to be connected. This generation is connected 24-7, and that’s clear in the way they treat every stage of their travel,” said Goldstein.
The younger the traveler, the more likely he or she eschews the label of “tourist” when on the road, suggesting younger generations want to experience different cultures authentically, not just to observe them. The study found that 38% of millennials surveyed consider themselves to be explorers rather than tourists, compared to 30% of Gen Xers and 24% of boomers.
And this year, millennials say they are planning monumental, remember-it-forever travel.
They’re ready for a big adventure. 65% of millennials claim they are checking something off their bucket list this year, compared to just 35% and 21% of Gen Xers and boomers respectively.
They crave nature. While beach vacations and theme parks remain popular destinations across generations (37% of all respondents say they’ll head to the shore this year and 23% to Disneyland and its ilk), millennials seek out outdoor and activity-based trips more frequently. Some 34 percent of millennials will enjoy Mother Nature’s company (e.g. camping or hiking), while only 27% and 16% of Gen Xers and boomers respectively will join them. And nearly one-in-five millennials (18%) will indulge in adventure sports like skydiving or snowboarding, a risk just 6% of Gen Xers and 1% of boomers plan to take.
They’re ready to go anywhere, anytime. 75% have a valid passport from the United States and/or another country vs. 49% of Gen Xers and 40% of boomers.
They cross the border. Sixty percent of millennials will take a vacation outside the U.S. this year, while just 33% of Gen Xers and 17% of boomers will go to another country.
2016 Year of the Travel Optimist (and Airbnb)
This may well be the year of the travel optimist as more people report they plan to take their vacation days. Fifty-four percent of all generations say they are planning on traveling more this year than in 2015. That percent hits a whopping 72 percent among just the millennial respondents, compared to 59% of Gen Xers and 40% of boomers.
It’s been widely reported that Americans don’t take enough vacation, and the Hipmunk survey confirmed that 30% of all people say they took no leisure trips last year. Nevertheless, 82% of millennials took time off for fun. Some seemed to have nothing but fun: 7% of millennials took 10+ leisure trips last year, compared to just 3% of the general population.
Millennials also lead the way in preferring vacation rentals over hotels. Forty-four percent of that generation would rather bunk down Airbnb-style on their leisure trips than drop anchor at a hotel; only 23% of Gen Xers and 11% of boomers agree. This preference extends to business travel.
The survey was conducted on Hipmunk’s behalf by Market Cube between February 5 and 9, among 1650 adults (22% of respondents were aged 18 to 34).