by Lacey Pfalz
Last updated: 7:00 AM ET, Sun May 28, 2023
Summer travel is in full swing, and no generation is more ready for adventure than Gen Z and Millennial travelers, those between the ages of 18-35.
Contiki, the social tour company for young travelers, shares its booking trends for the summer, including popular destinations and sentiments the two youngest generations of travelers hold.
Single-Country Late Season Trips are Trending
For U.S. travelers, summer travel means immersing themselves in a single country instead of touring several altogether. They’re also choosing to travel later in the summer this year, with August and September as the most popular travel months.
Greece and Iceland have seen an increase in tour bookings this year, with Greece experiencing a 43 percent increase in bookings from 2019, with Iceland seeing 176 percent in growth from 2019.
But the most popular destination is by far Japan. With a 192 percent increase from 2019, the tour operator recognizes that the cultural destination’s most popular itinerary is the Japan in a Week tour, an 8-day trip through Tokyo, Kyoto and Osaka.
Thailand is another popular destination, ranking third in popularity during August and September this year, following Japan and Iceland.
Solo Travel is in High Demand
Contiki and OnePoll’s recent survey found that 41 percent of young travelers have either already traveled solo or would travel solo in the future, citing that it’s a great way to meet new people. Sixty percent of respondents that have joined a tour group have also enjoyed the experience with new people over traditional trips.
"Our booking trends show that the vast majority of 18-35-year-old travelers are all about slowing things down and adventuring further. From Japan to Thailand, Asia is rising on the charts, and while there’s still a place for the iconic Eurotrip of packing in as many cities as possible into one trip, American travelers are escaping the hustle and bustle and prioritizing single-country tours that offer a more in-depth experience into a singular place," says Melissa DaSilva, President of Contiki, North America.
“This demographic is not only focused on checking off destinations on their bucket lists but embracing the local culture and way of life– think sipping a Freddo espresso on a side street in Mykonos for one, two, three hours – quite the antithesis of the fast-paced cities most Americans are accustomed to. They are seeking vacations where you can leave your watch (or iPhone equivalent) at home,” continued DaSilva.
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