Your age says a lot about how you shop for travel.
According to Expedia Media Solutions' most recent research, millennials travel with higher frequency and look for "YOLO" (you only live once) experiences and that Gen-Xers, who have reached peak parenting years, are looking for multigenerational trips.
The study took a look at the latest generational travel trends, taking an in-depth look at what makes younger travelers tick and how baby-boomers are spending their money. While many of the results were obvious-such as the influence of social media on travel purchases-but there were some surprises.
"While some of the findings were expected, such as Gen-Z being more influenced by social media than baby boomers, we also uncovered surprising nuances and distinct habits within each generation, including the insight that Millennials are most likely to be influenced by advertising," said Wendy Olson Killion, global senior director at Expedia Media Solutions.
"Our research into the generational influences, motivations and decision drivers of American travelers provides fresh insights and takeaways to help marketers successfully target and convert each age group," Killion added.
Gen-Z
The survey took an in-depth look at Generation Z's travel habits and found that, while budget-minded, they like traveling abroad for special events and they often already have a destination in mind when they begin to research.
As the most tech-savvy generation, 90 percent of Gen-Z travelers are influenced by social media. Eighty percent are looking for outdoor, active vacations and one-third travel for special events such as concerts and festivals.
Gen-Z spends more on budget flights, but less on accommodations than other travelers.
Millennials
Millennials are all about YOLO and travel more than any other generation. They spend about 35 days per year on the road.
They are looking for worry-free, relaxing destinations, according to the survey, which found that 83 percent of millennials said the they want an all-inclusive, worry-free vacation.
Seventy percent of millennials stayed in a hotel, more than any other generation.
When it comes to booking, millennials are using online travel agencies, search engines and hotel sites to book.
Gen-X
Family-focused Gen-Xers are vacationing with less frequency. They travel just 26 days per year-the least of any other generation.
Niney percent of Gen-Xers travel domestically and 43 percent travel by car. They also allocate more of their budget to hotels and attractions than airfare.
The vast majority, 90 percent, look for hotel deals and read travel reviews before making a booking. They are often influenced by information from a destination or travel brands when making their decisions.
Boomers
Baby boomers travel about 27 days per year, on average and they like visiting family when they head out. They are less likely to be tied to a budget when they travel and when not visiting friends and family, they are likely touring museums, historical sites and focusing vacations on arts and culture.
Baby boomers like getting recommendations from friends and locals. They are also fairly predictable in when and how they travel.
Fifty-five percent of boomers have already decided on a destination when they begin the travel planning process. Because they are less likely to be tied to a strict budget, boomers are less likely to be swayed by deals. They are the most likely generation to book directly on hotel and airlines' websites but many still book using an online travel agent.
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