New U.S. generational data released today, shows that American travelers are deal-driven explorers, and Millennials embrace the ‘you only live once’ (#YOLO) mentality, take risks and focus on crossing things off their bucket list, while Gen X prefer relaxing trips and visiting family.
The findings, from a survey conducted by Northstar Research Partners, illustrate broad U.S. travel trends as well as the distinct shopping habits, influences and motivations of travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers.
Across all generations, Americans are open-minded travelers who are deciding between two or more destinations and seeking help and inspiration during the travel planning process. Friends and family, online travel agencies (OTAs) and search engines are the largest influences on travel decisions. Although more than 90 percent of Americans say they look for deals and value, they ultimately prioritize activities and experien