The ‘new traveler’: How much has behavior really changed post-pandemic?

When we at PMG surveyed 1,800 internet users aged 18+ across the US, UK, Germany, China, and India, we found that these changes amount to a new, cross-generational, approach to travel.

Is the ‘new traveler’ a real phenomenon?

The pandemic is over, but the catch-up isn't.

Four years post-pandemic, there’s still a tangible sense of time lost. People are making up for postponed adventures, and deferred quality time with family and friends.

The new traveler isn’t new to travel, but traveling with new, heightened expectations. A mere vacation is no longer enough. These individuals are seeking once-in-a-lifetime experiences, exceptional service, and seamless journeys, regardless of budget.

This evolved approach to travel has replaced ‘traditional’ tourism by a strong desire for cultural immersion and meaningful connections. Travel, in other words, has never been more enticing, whether it’s to create lasting memories with family or friends; spend quality time in the great outdoors and natural world; find an opportunity for adventure; or enjoy the local culture on a business trip.

‘Immersion in culture’ matters to many travelers

Travel motivations in 2024 are largely dependent on life stage. For gen Z, millennials, and gen X alike, the data indicates that using travel to unwind and relax is a primary motivator.

An additional motivator for Gen Z is immersion in local culture, with 50% of those surveyed worldwide expressing this as a top factor. In contrast, for individuals in later stages of life, such as baby boomers, travel experiences are embarked upon to maximize time with friends and family.

Changing behaviors around travel expenditure are also delineated by life stage. Millennials and gen Z will fuel much of the expected year-over-year growth in the sector this year, with most travelers from these two cohorts intending to spend more on travel in 2024 versus 2023. In contrast, gen X and boomer travelers intend to spend a similar amount to 2023.

Planning optional

In the era of the new traveler, meticulous planning has given way to more spontaneous and personalized experiences. 63% of global travelers are planning their leisure travel less than three months in advance.

Meanwhile, many are charting just a handful of key activities and attractions before embarking on trips, intentionally leaving ample room for discovery upon reaching their destination. While longer and more expensive trips are still booked in advance, the propensity for impromptu travel has widened the aperture of potential for many, increasing opportunities for exploration.

Evolved models of remote and hybrid work have created the new phenomenon of ‘workcations’, where individuals combine days of work with their leisure travel. Then there’s ‘bleisure’ travel, which sees travelers blending leisure activities into their business trips.

With a newfound comfort in being open to a less structured itinerary, the new traveler is embracing surprise and spontaneity, understanding that some of the most unique encounters and memorable experiences travel can offer can’t always be planned.

Brands must adapt to changing traveler behavior and proactively engage to capture and cultivate spontaneous travel interest.

Inspiration never changes, really

Despite the constant presence of social media and online platforms, word of mouth reigns supreme when it comes to inspiration for leisure travel accommodation. Recommendations from friends and family remain the top source of inspiration for leisure travel, with 48% naming them as a top contributor.

These trusted sources carry immense weight in shaping travelers’ decisions. They provide a sense of authenticity and reliability that social media platforms can’t always offer. A great experience is worth sharing, and travelers are doing just that.

Social media was cited as the second-most noted source of inspiration for leisure travel, providing brands with an opportunity to lean into curated messaging that aligns with platform demographics.

Travel booking and review sites ranked third, followed by streaming TV, search engines, online articles, brand websites, and traveler reviews. The variety of sources cited signals that brands need to embrace the diverse sources through which travelers seek information, inspiration, and recommendations. By crafting targeted strategies that effectively engage travelers across various sources, brands can establish meaningful connections and capture the attention of their target audience.

As we enter peak travel season, demand for travel will continue to surge. Consumers are faced with an abundance of choices and experiences for all budgets and styles, and travel companies must differentiate themselves by identifying and effectively communicating their unique value proposition, aligned with the evolving preferences and behaviors of the new traveler.

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