In a recent study of travel and tourism trends, More Company, a network of creative agencies, discovered contradictory patterns in the data. The company shared its findings in a new report, “Traveling the Great Divide: An Examination of Contrasting Consumer Travel Behaviors.” Here are some examples of this contrasting behavior – insights for travel professionals to know how to navigate different customers and sales.
Finding no. 1: Group travel is up, as is solo travel
Solo travel, especially among women, is on the rise, with 72% of North American women planning to escape solo by 2024. Plus Company’s report cites financial constraints, safety concerns and social stigma among the reasons that women first skipped this type of travel. Those who opt for solo adventures say they appreciate the sense of freedom that comes with such a trip.
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In contrast, group reservations are let’s get up tooto have grown by 18% by 2022. After noting a 35% jump in holiday bookings for groups of eight or more, Luxury Operator Black Tomato called the “group therapy” phenomenon. The main hotels of the world saw a similar jump, saying that “group bookings of three or more rooms grew by 33% in 2023 from the previous year.” And in response to growing group travel, Airbnb has changed the maximum capacities and shows more villa-style accommodation.
Finding #2: Although considered “Risk Averse,” Gen Z is Splurging on Travel
Although Generation Z is considered a risk-averse group, 36% of Gen Z (and Millennials) are willing to splurge on housing, according to the report. They can also pay for the amenities of an airport lounge or additional space for flights, for example.
Gen Z has also demonstrated a “binge and graze” ethos, the report says, meaning they opt for shorter adventures, but more of them. In addition, they are likely to graze all day, rather than sit down for long lunches, and 47% of the group planned a trip for dinner at a specific restaurant.
Finding No. 3: Mini-Breaks may be up, but So are Longer Trips
Travelers are balancing their desire for quick getaways and extended trips, the report says. 52% of North Americans intend to take “mini-breaks” this year, up from 45% in 2023. Terms like “micro-tripping” and “gig-tripping” have become more commonly used to describe shotgun trips that they could take travelers to a destination for a concert or celebration.
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So, travelers booking extended vacations, or “slow trips,” are also growing in number, meaning people are taking fewer trips but staying away from home longer. The report says Boomers are driving this change, as they have more disposable income and flexibility in how far they can travel. They also show a growing interest in cultural immersion, which often requires exploring a longer destination.
Finding No. 4: Budget travel is in demand, but so is High-End travel
When it comes to spending, the pendulum swings between frugality and extravagance. Budget travel reigns supreme for many, according to the report, with 79% of American and Canadian respondents saying they “generally travel as cheaply as possible.” In contrast, 36% of Gen Z and younger Millennials say they “don’t care about the costs” when it comes to travel, as long as they get the experiences they want most.
The full report is available online.
Editor’s note: This article was generated by AI, based on a press release distributed by Plus Company.
Reading your articles is always a learning experience. This one was no exception. Great job!