Gen Z is the least cost-sensitive travellers

If given an extra USD 100 to spend on vacation, generation Z travellers say they would spend that money on an experience, versus a nicer hotel or more leg room on a flight. They believe Wi-Fi should be free, sustainability is critical, and the perfect photo is a vacation priority. These were among the findings of the Priceline Generation Travel Index, an independent study of American travellers spanning four generations: generation Z, millennials, generation X and baby boomers.

The index shows the cost of travel is the most important consideration for Americans of any age. That priority also grows over time. Three quarters (75%) of millennials said cost is their top priority when planning a vacation, a figure that rises to 80% among generation X, and up to 86% of baby boomers.

More than two thirds (67%) of Gen Z travellers do believe that price is paramount, but in fact they are the least cost-sensitive generation on the whole, and also the likeliest to characterize themselves as big spenders on vacation.

If given an extra USD 100 to spend on a trip, one in four respondents said they would spend it on unique experiences, the most cited option, rather than airfare or lodging. Only 7% of Americans would spend that USD 100 upgrading their hotel, and only 5% would spend it on airfare.

Comments are closed.

Subscribe to our newsletter
Sign up here to get the latest news, updates and special offers delivered directly to your inbox.
You can unsubscribe at any time
Close