A recent generational study by Expedia Media Solutions found that Chinese, American and British travellers value activities as the most important consideration when choosing a holiday.

The study looked at responses from 3 002 travellers from the three countries across four different generations – Baby boomers, Generation X, Millennials and Generation Z. Each country-generational segment received over 200 respondents. The travellers were asked to go through different screens where they were asked to identify which considerations were the most and least important when they chose a holiday.

China

• The Baby boomer generation (55+) rate ‘activities I will be doing on my trip’ the highest priority. Vacationing with friends and a once-in-a-lifetime experience/trip were also rated as important.
• Generation X (36-55) valued feeling pampered, activities available to them and being in a place to vacation with friends as the top considerations.
• Millennials (24-35) rated feeling pampered as the highest consideration, with activities on their trip and food experiences coming second. 
• Generation Z (18-23) placed the highest consideration on feeling pampered on their trip. Similar value was given to a place to vacation with friends, food experiences, once-in-a-lifetime trip/experience and what they could do on their trip.

USA

• All generations rated activities that were available on their trips as their primary consideration.
• For Baby boomers, deals and/or specials were the second most important factor. Generation X see a once-in-a-lifetime experience/trip as the second most important aspect of planning a trip.
• Millennials rated a once-in-a-lifetime experience/trip as a close second. Deals and/or specials were also important to millennials.
• Generation Z placed the highest importance on cultural experiences of all the generations, ranked third in importance behind a once-in-a-lifetime trip/experience.

UK

• All generations rated ‘activities I will be doing on my trip’ the highest importance.
• For Baby boomers, cultural experiences were the second highest rated, followed by deals and/or specials.
• Generation X followed the same trends as the Baby boomers, cultural experiences were the second highest rated consideration, followed by  deals and/or specials
• Millennials placed a higher rating on a once-in-a-lifetime experience/trip, with cultural experiences following.
• Generation Z rated a once-in-a-lifetime experience/trip as its second highest rated consideration. Cultural experiences received a similar rating.