Understanding the Younger Traveller: Insights from Recent Research

Understanding the Younger Traveller: Insights from Recent Research

The landscape of travel is rapidly shifting, and understanding the evolving preferences of young adults is key for destinations and businesses hoping to cater to this dynamic group. During January's insightful TMI Zoom Session, we got a deep dive into fresh research on the attitudes and behaviours of Gen Z and Millennials (ages 18-40). Thanks to Blue Sail and 56 Degree for their excellent presentation, the session provided an updated perspective on what younger travellers are looking for in their trips—especially when it comes to exploring the UK.

Key Insights on the Younger Traveller’s Attitudes Toward UK Travel

First off, it's clear that young adults are increasingly open to exploring the UK. Here are some key takeaways from the research:

• "There’s more to discover than you think": A significant 73% of younger travellers agree with this sentiment, revealing that they believe there are hidden gems and untapped experiences within the UK, waiting to be explored.
• Active Outdoors Appeal: A huge 72% of young travellers think the UK is great for active outdoor pursuits. This could range from hiking in the Lake District to cycling along coastal paths or even surfing in Cornwall—there's a real thirst for adventure that goes beyond traditional sightseeing.
• Convenience and Short Breaks: Around 65% find the UK convenient for travel, and more than half of respondents see it as the perfect destination for short breaks. This indicates a strong demand for quick getaways, perhaps for long weekends or spontaneous trips.
• Holiday Plans: Over half of those surveyed are planning a holiday or short break soon, reflecting a real desire for experiences that offer a break from the stresses of everyday life.

Travel for Wellbeing

One of the most fascinating points that came up was how younger travellers view travel as essential for mental health and wellbeing. There’s a growing recognition that holidays provide more than just a break from routine—they offer an opportunity for personal growth and reflection. Half of the respondents are now more mindful of their health and wellbeing than ever before, and 65% believe that holidays help build resilience.

Among 18-34 year olds, who are more likely to feel stressed, there’s a noticeable trend of choosing holidays that focus on relaxation, mindfulness, and overall health. A remarkable 75% agreed that taking a holiday is important for their mental health. These trends highlight a real opportunity for destinations that cater to wellness tourism and nature-based retreats.

The Role of Authenticity and Connection

For those in their 20s, the desire for authentic experiences is particularly strong. Young travellers are keen to engage with the local culture, learn new skills, and meet new people. Whether it’s a cooking class or a history tour, they want to connect with the places they visit on a deeper level. This desire to "get away from it all" and escape their daily lives is balanced with a hunger for personal enrichment, often through cultural immersion and interaction with local communities.

The Rise of Health and Wellness Tourism

The most significant trend we can’t ignore is the rise in Health and Wellness Tourism, which is quickly becoming a top priority for younger travellers. It’s not just about spa weekends anymore; it’s about curating experiences that focus on physical and mental health. 

Wellness is at the forefront: Half of the young travellers surveyed are more mindful about their health than ever before, which has translated into a growing demand for holidays that promote relaxation, fitness, and mental clarity.

Holiday as a path to resilience: A majority of respondents believe holidays help them build resilience, and stress relief is top of mind, particularly for the 18-34 age group who are more likely to report feeling stressed.

Opportunities for UK Destinations: What’s especially exciting here is the opportunity for UK destinations to tap into this growing demand. It's not just about luxury spa breaks (although these still have their place); the younger traveller is looking for a variety of wellness focused experiences. From outdoor retreats in nature reserves to mindfulness focused city breaks, there’s room for a diverse range of offerings in the wellness space.

The Potential for UK Destinations

The key takeaway from this research is that UK destinations are primed to capture the attention of younger travellers, but it requires a tailored approach.

As we see, today’s young traveller is not just seeking a place to visit; they’re looking for an experience that resonates with their values, supports their mental health, and offers something meaningful.

In summary, understanding the needs, values, and motivations of younger travellers is vital for shaping the future of the UK’s tourism industry. It’s not just about promoting the ‘best’ sights; it’s about showing them that the UK has stories to tell, adventures to offer, and a welcoming space for growth and wellbeing.

TMI members can access a copy of the recent recording and presentation in our events page