A little while ago we sent you our annual Voice of a Generation survey, and you responded! We’ve been combing through all the sexy data diligently, and now we have the results.
Want to learn more about you and your fellow Gen-Z and Millennial travellers? It’s the opportunity for self-discovery! Hold a mirror up to yourself and read on to discover how you are shaping the future of travel.
Solo but social
Solo travel has been all the rage for years and years. Everybody wants to embark on a voyage of self-discovery, but going alone – especially so far away from home – can be a little daunting. Good things like Contiki exist to blend solo travel with a pack of other travellers so you’re removed from your usual circle, but not totally by yourself… You know us, we’re all about having besties around the world (and couches to surf on at every destination).
It’s the best way to solo travel, and 74% of respondents have said they are open to group solo travel or have already done it! So, it sounds like you agree. That being said, when asked about the preferred group size, 56% of respondents said they would prefer a smaller group of 8-12 people – perhaps because they want a more intimate vibe and to get to know everyone better? When you travel with Contiki it’s all about the connection, so we get it.
Image source:Contiki
In with the old
Nostalgia is a powerful feeling and it can hit you out of nowhere with the faint whiff of the cinnamon apple pie your mum used to make you as a child, or the first few notes of you and your best friend’s favourite song. It wraps around you like a warm blanket and gives you a big hug, which may be what we all need these days.
We asked our audience whether they would be interested in experiencing a similar trip to one they had been on as a child, and 59% said they would love to in the future, and 24% said they actually already had!
Time > money
Aussies were asked whether they would give up a raise in exchange for more annual leave, and 59% said yes! This isn’t surprising as the results were much the same in our 2024 Voice of a Generation survey, showing that once again Gen-Z and Millennial travellers are prioritising vacation time and seeing the world over monetary gain. Maybe the real pay raise is the new knowledge and friendships we gained along the way…
It’s not exactly surprising to learn that 18-35s are more interested in taking a break from work either. 62% of respondents marked ‘avoiding burnout’ as a top reason to take a holiday in the first place.
Image source:Contiki
Care for the big beautiful world
If you know Contiki at all then you know we are in love with the world and we care deeply about keeping it bright and beautiful and habitable for all. Sustainability is at the core of our values, and we are so pleased to see that sustainability is at the core of all our audience’s values as well!
94% of Contiki travellers in Australia said they care about making sustainable travel choices to some degree:
- 44% said they make these decisions so long as it doesn’t incur too many extra costs (totally get it!)
- 36% said they actively seek out sustainable experiences from sustainable brands
- 6% said that sustainability is extremely important to them and factor this above anything else!
Furthering this, when asked whether they would reconsider travelling to a bucket list destination because it was suffering from overtourism, 23% said they absolutely would avoid it, and 58% said they would try to find an alternative or make more responsible decisions while there.
Media power
Social media proves itself to be a powerful tool in inspiring lifestyle decisions for 18-35s as 68% of travellers noted they get destination inspiration from Instagram, and 56% from TikTok. This isn’t just about the regular bucket list items, though – many travellers are using the platforms to shout about their holiday dupes and the local hidden gems that get you right into the true heart of a country’s culture.
Furthermore, set-jetting is on the rise with many travellers (68% to be exact) noted that movies and TV shows and books have played a large part in destination inspiration as well. Filming location based holidays are on the rise, and if you’re wondering which piece of media was the biggest inspiration for our audience, it was glittery Mamma Mia.
Image source:Contiki
How influenceable are Gen-Z, really?
Speaking of social media, if we had asked a few years ago whether influencers still held much influencing power, the results may have been higher. But nowadays it seems their luster may have dimmed. Only 25% of Gen-Z said they take their holiday inspiration from social media influencers, and an even lower 12% said they take it from celebrities. Perhaps fame is losing some of its sparkle, or perhaps Gen-Z is turning towards a desire for more authentic experiences.
Indeed, 63% of 18-28s stated that they either don’t post about their travel on social media at all, or if they do they don’t fuss with editing and making things look good – instead they prefer more raw content without filters.
While individual influencers may have lost some of their power, however, it seems like overarching lifestyle trends and ‘aesthetics’ have kept their social currency. Trends like the ‘cottagecore’ aesthetic (with a focus on rural life) and ‘revenge travel’ remain points of inspiration for 31% and 28% of Gen-Z respectively.
Phone-free fantasy
If you were given a free week-long trip but you had to give up your phone for the entire duration of it, what would you say? Well, a whopping 88% of Gen-Z and Millennial Aussies agreed immediately! I mean, it does sound like a bit of a no-brainer, right? Perhaps this proves that the younger generations aren’t as glued to their devices as we think.
