Photo: Contiki
A little while ago during the sweltering summer of 2025, we sent out our yearly Voice of a Generation survey, asking Gen-Zs and Millennials around the world our most pressing travel, pop-culture, and media related questions. And as per, you guys did NOT disappoint!
We’ve been through the data like moles digging tunnels in the dark, guided by a strange starry nose for detail, and now we have learned everything you can about everything possible! The Contiki brain is so big, it might explode! So, we must impart some of this wisdom onto you.
Read on to find out your fascinating answers to our very poignant (if we do say so ourselves) travel questions.
This is the new wave of travel, led by you.
Married to the views
Living like a nomad is more in vogue than settling down it seems! When asked what they would be most likely to give up in exchange for savings to put towards travel, 19% of our travelers said they would give up a wedding, 19% said having children, and 9% said they would give up an engagement ring.
Furthering this, traveling to all corners of the world is exceptionally important to our US 18-35s as 54% said they would give up a raise in exchange for more PTO! What’s more enriching than travel, anyway?
Image source:Contiki
Care for the planet comes first 🌳
Listen, we don’t have to tell you how much we love the planet – I mean, if you know Contiki at all you know how important sustainability is to us. And year on year we’ve seen this care in our travelers as well!
When asked how important sustainable travel experiences are as a consideration when booking vacations, 47% of respondents said that the endeavor was very important to them! Furthermore, when asked whether they would avoid booking a vacation to a country suffering from overtourism, 69% said they would consider skipping that bucket list destination.
Well done guys – it takes guts to care as hard as you do.
Mind and body over party
Is your city flooded with run clubs stomping through every available park? It’s a global phenomenon, baby. Turns out, maintaining a wellness routine while on vacation – like running – is important to 53% of our Gen-Z and Millennial audience! This, coupled with the 79% of y’all who said you would consider booking a sober travel experience points to a rising trend of travel which includes taking care of your body instead of hitting the club every night.
Image source:Contiki
Keep it moving
Following from the above, active trips are on the come-up 💪 But what kind? Well, here are the stats:
- 66% of travelers would get sweaty on a hiking trip
- 46% are willing to get thrown around by some waves while rafting
- 36% are leaving the spin class for some real life cycling in the streets
- And 24% have brought their sneakers for some epic new running routes!
Where do they want to take these awesome active trips, I hear you asking? Well, we’ve got stats on that too:
- Scotland for 52%
- Costa Rica for 48%
- The French Alps for 47%
- The Italian Dolomites for 45%
- And Peru for 37%
Trip down memory lane…
Nostalgia, that dreamy state that grips us all from time to time in gentle hands. Seems we’ve all been feeling nostalgic lately, dreaming of better days.
Given the choice between an exclusive trip created by an influencer, a trip available from a code on TikTok, a mystery trip with no information, or a nostalgic trip you did in your childhood, 34% chose the latter, making it the most popular choice of the bunch! Nothing like trying to recapture some childhood magic ✨🧚🧸
It turns out in fact that 23% of our audience have already taken a similar trip to one in their childhood for the nostalgia, and 55% would like to in the future! Maybe it’s a longing for something comforting and familiar, or maybe it’s the fact that mom and dad were paying, not you.
Image source:Contiki
LET ME ESCAPE!
Speaking of the shackles of adulthood, one of the top reasons Gen-Z and Millennials choose to travel is because they need a break from work and/or are avoiding burnout. 67% of respondents travel for this reason, while 59% want to travel so they can ‘make memories while they’re young’ and 56% are ‘looking to explore new destinations.’
In either case, there’s a definite need to escape, and we’re here to nurture that instinct and help you spread your wings! 🪽
Bye bye screen time 👋
Would you give up your phone for a week in exchange for a week-long free trip? Sounds like a total no brainer! 89% of the US’s Gen-Z and Millennial audience said they would gladly do it – which just makes total sense to us, duh. What’s better than a Pinterest board filled with travel inspo? Seeing the inspo with your own eyes!
Image source:Contiki
All by myself (but not totally)
You can’t go far on any travel websites without running into an article about solo travel. It’s eye-opening, a gorgeous experience that everyone should try once in their life (in our humble opinion). But, for a first timer it can be daunting – which is why we exist *wink wink*.
When asked if they would solo travel in a group, over two thirds said yes! 36% said they had done this before (you total icons) and 33% said they haven’t done it yet but would love to! Well, we’re right here and waiting to take your hand and show you the world.
