Passions and hobbies are no longer a secondary thought for people as they have become more of a focal point for many Americans making their travel plans. A direct example is the millions of passionate “Swifties” across the world who centered their travel plans around which Eras Tour destination they wanted to experience. Nearly all (94%) of travelers would consider basing a trip around a passion, and many are willing to travel extensively for these experiences. Among all survey respondents, food, history, and music are the top three passions driving travelers.
While Boomers are predominantly interested in planning trips around history, dining is the most popular category among younger generations. 73% of Gen Z respondents would consider planning a trip around culinary experiences, compared to just 49% of Boomers. While 43% of Millennials would consider planning a trip around a beloved movie or TV show, a trend known as “set-jetting.” 1 in 4 (25%) of Millennials would consider planning a trip around a favorite book or novel next year. 3 in 5 people say they would book a trip around food as well as history. While travel experts have recently touted wellness tourism as the future of the industry, surprisingly, just 1 in 5 people claim they would book a trip around wellness.
Microtrend: Going the Distance for Passions
Many are willing to travel long distances for a passion or hobby-focused trip. More than half would take a cross-country or regional trip based on a passion, and 21% would even consider going international, skewing towards younger generations who are more likely to consider going global.
Microtrend: Finding the Trip Inspo
In terms of influencing others, word of mouth still travels fast. 71% of Boomers, 61% of Gen X, and 55% of Millennials report that they typically turn to family and friends when they are seeking travel inspiration and advice, although Millennials also join Gen Z in drawing inspiration from their personal passions and interests. Viral content on social media is important inspo for young travelers; 58% of Gen Z look to it for travel destinations and trip ideas.
