Data suggests that the future of travel will be increasingly shaped by individual passions and the quest for self-discovery. Olivia Palamountain reports

A recent survey conducted by Thrillist has unveiled a significant shift in travel habits and trends, particularly among younger generations.

The State of Travel survey, which included 2,000 adults aged 18 to 75, highlights how Gen Z and Millennials are reshaping the tourism landscape and redefining the role of travel in personal identity.

The research indicates that travel, identity, and personal expression are becoming increasingly intertwined for younger travellers.

A striking 76% of Gen Zers and Millennials surveyed believe their travel experiences are reflective of their identity, while 72% consider travelling core to their self-expression.

"Young travellers today are not just letting but wanting their travel experiences to define them," the study reports. This sentiment is further reinforced by the fact that 88% of respondents affirm that travel has impacted their personal growth, signalling a move away from traditional sightseeing towards more profound self-discovery.

Financial priorities also reflect this shift in attitude. Despite potentially lower spending power, 89% of Gen Zers and 87% of Millennials identified travel as a financial priority, surpassing other generations surveyed.

The study found that young people are most likely to pay more to get exactly what they want for travel compared to other expenditure categories.

The concept of "passion travel" emerges as a key trend, with 77% of Gen Z and Millennial respondents choosing travel experiences based on personal interests rather than destinations.

This approach encompasses a variety of passion-driven journeys, from food-focused trips to music festivals, wellness retreats and eco-tourism experiences.

This trend is further evidenced by the fact that 63% of travellers planning to book a flight in the next year intend to purchase tickets or plan activities for their trip prior to booking their plane tickets.

The research also reveals a preference for unique experiences, with 84% of young travellers saying they prefer destinations off the beaten path.

This desire for distinctiveness aligns with the broader trend of using travel as a means of self-exploration and personal enrichment.

The study concludes that "the most meaningful travel experiences are those that connect us both to the world around us as well as our truest selves, and in this new era of travel, it's the inner transformation that defines the adventure."