Travel in 2018: How new trends were shaped by unorthodox consumer demand

Fourth Source 10 Jan 2019 09:44

Gen Z sought out cruises, while there was a 33% increase in over-55s searching for adventure holidays

‘Generation Z’ or ‘Generation Sensible’?

2018 was the year that Gen Z – broadly defined as adults under 24 – was assigned the new title, ‘Generation Sensible’, after reports showed that the age group is drinking less alcohol than generations before, consuming fewer drugs, and teen pregnancy rates also falling. This phenomenon now impacts their holiday choices too, according to findings from Hitwise’s UK Travel Report.

Hitwise found that cruises, traditionally the domain of the older traveller, are proving surprisingly popular with Generation Z.

Interest for cruises amongst 18-24 year olds increased 49% last year. The increase means that adults aged 24 and under accounted for 10% of all cruise searches online in 2018. Audience share from those aged 35-54, however, fell on average, with searches from Millennials (aged 25-34) also stagnating. The only other age group to show an increase in audience size for cruises was adults aged over 55, where searches increased by 9%.

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