YouGov’s travel & tourism report 2022: Youth of today, travel of tomorrow

Who are Gen Z? What are their expectations for travel? And how can brands connect with them in a meaningful way?

A great opportunity lies ahead, with data showing that propensity to travel in the next 12 months is at its highest among 18-24-year-olds. This generation will form its attitudes towards travel in the next few years, and it is incredibly important for travel brands & marketers to get to know, and monitor their travel preferences as they build a winning strategy; the positive associations brands create today, will result in building engagement, trust and purchase both now and in years to come.

This report sets out to understand Gen Zs globally, explore what’s important to them and what makes them tick, reveal what Gen Zs want from travel, and identify the best way to connect and engage with this future generation of travelers.

The study combines living data from multiple YouGov solutions, including YouGov Global Profiles – the world’s largest globally consistent audience dataset, across 43 major markets – and YouGov Global Travel Profiles – travel-specific data from 25 markets and 130 destinations, as well as deep dive Custom Research.