A new survey has uncovered the travel attitudes reshaping the industry, with young Australians leading a charge that values experiences over earnings and solo adventures within a social group.
Solo Travel Gets a Social Upgrade
The latest Voice Of A Generation report from touring company Contiki, which has catered to 18 to 35-year-olds since 1962, provides a deep dive into the minds of Millennials and Gen Z. The findings reveal a significant shift in travel preferences.
A massive 74 per cent of respondents are either open to or have already experienced group solo travel. This trend blends the desire for self-discovery with the security and camaraderie of a group. Contiki suggests this model allows travellers to meet new people and enjoy shared experiences away from their usual social circles.
Time and Sustainability Top the Agenda
The survey highlights a profound change in how younger generations value their time. An overwhelming majority of young Aussies see vacation time as more valuable than a pay rise.
In a telling statistic, 59 per cent of those surveyed said they would willingly give up a salary increase in exchange for more annual leave. This underscores a generational move towards prioritising life experiences and seeing the world over pure monetary gain.
Sustainability is also a key concern, but with a major caveat: cost. The report found that 94 per cent of Australian Contiki travellers care about making sustainable choices. However, 44 per cent stated they would only make these decisions if it didn't break the bank.
This sentiment is echoed in the broader data, with nearly 60 per cent of young Australian respondents affirming that sustainability is important, provided it remains affordable.
Inspiration, Nostalgia, and Dream Travel Companions
The survey also explored what inspires travel choices and who young people would want to join them on their journeys.
Social media is a powerful influence, with 68 per cent of respondents citing Instagram as an inspiration. Friends' advice (57 per cent) and TikTok (56 per cent) also play significant roles in deciding where to go.
Nostalgia is another strong motivator. A significant 82 per cent have either already taken or would seriously consider a nostalgic trip to a destination they visited as a child.
When it comes to ideal travel companions, one global superstar stands out above the rest. According to the survey, the celebrity most young travellers would want to explore the world with is Taylor Swift.
The survey, which involved more than 2000 people aged 18 to 35, aimed to understand a generation that Contiki says is often misunderstood. The results paint a clear picture of a travel-savvy cohort that values time, connection, and conscious travel, all without sacrificing affordability.
