Rising Costs and Sustainability Shape GenZ Travel Plans, Reveals Washington State University Report

Washington State University's Carson College of Business has unveiled a report illustrating Americans' travel plans, motivations, budgeting habits, and considerations surrounding sustainability and artificial intelligence. The findings paint a picture of how the travel landscape is being reshaped, especially by the youngest generation of travelers.

One of the report's revelations is that nearly all GenZ members (97%) anticipate that current or potential rising costs will significantly influence their travel decisions. Specifically, these costs will impact their choice of accommodation (86%), travel destinations (83%), trip length (80%), and activities they book or plan (77%).

"The WSU School of Hospitality Business Management is renowned for its leadership in hospitality, travel, and tourism research," said Debbie Compeau, Carson College interim dean. "This report offers fresh insights into contemporary traveler trends, equipping industry professionals with the knowledge they need to make informed, actionable decisions."

Conducted in collaboration with KRC Research, the report surveyed 1,020 American adults aged 18 years or older, examining broad travel plans, financial considerations, sustainability, wellness, and the impact of artificial intelligence on travel. Here are some of the key findings:

• Americans' Travel Plans Over three-quarters of Americans (76%) plan to travel within the next 12 months. Of those, 95% will travel domestically, while 37% have set their sights on international destinations. Among these prospective travelers, 78% aim to vacation, 68% intend to visit family or friends, and 23% will travel for work or business.
• Travel Planning and Budgeting Budgeting remains a critical aspect of travel planning, with almost all Americans (93%) expecting to spend time budgeting, searching for deals, and comparing costs for their next trip.
• Considerations for Sustainability and Values Sustainability has emerged as a factor in travel decisions, with 75% of Americans stating that it will be a top, important, or secondary priority when planning their next trip. This includes considerations of where to go, where to stay and dine, what activities to do, and how to get around.
• Travel and Artificial Intelligence More than half (51%) of Americans believe they have already utilized AI tools or services to assist with travel, and a majority are optimistic about AI's potential to enhance various aspects of their trips.
• Generational Insights The report also highlights demographic-specific insights, revealing that over a third of GenZ (38%) and Millennials (34%) expect to spend a significant amount of time comparing travel costs and activities, in contrast to 25% of GenX and 19% of Boomers.

Key takeaways from a new poll of Black voters (USA Today)

Third parties gain ground as Biden struggles to keep his edge, Trump fails to gain ground among Black voters.

READ MORE

Most Americans are significantly stressed about money — here’s how it varies by demographic (Bankrate)

READ MORE

Could Population Crises Hurt Asian Military Powers? (Newsweek)

Plummeting fertility rates in East Asia have raised questions about the region's military powers' ability to sustain their ranks in the coming years.

READ MORE

How Social Media Affects Gen Z’s Confidence (YR Media)

Nearly half of young adults said that social media harms their confidence when they smile.

READ MORE

Longevity and the inclusive workplace (Fast Company)

Office layout could be the key to making multiple generation workplaces more inclusive?

READ MORE