Data Axle has officially published the results from its latest report, which was designed to study how pop culture, social media, and personalization are shaping modern travel.
Going by the available details, this particular exercise took into account the opinion of more than 1,000 US consumers before eventually reaching upon a conclusion that today’s travelers are blending inspiration with practicality, turning to social media, AI tools, and personalized recommendations to craft experiences which go beyond the traditional itinerary.
Talk about the published results on a slightly deeper level, we begin from the fact that, even though domestic travel remains the top choice for 54% of travelers, favoring beach getaways, national parks, and road trips, international travel has made some big strides over the recent past. The stated trend was deemed as particular evident during summers, attracting 25% of respondents.
Next up, Data Axle would go onto discover how Baby Boomers remain loyal to a familiar path, as 72% of respondents said they avoid international travel, whereas on the other hand, 78% were found to steer clear of cruises.
More on the same would reveal how Gen X also remain steadfastly interested in domestic destinations, but having said so, more and more of them are now showing a strong preference for international getaways during the summer.
As for millennials, who are often traveling with children (46%), they were found to be at a point where most of them seek a balance between family-focused experiences and more luxurious adventures.
In contrast with other generations, the Gen Z contingent was deemed as more inclined towards international travel, adventure experiences, and road trips. This particular group was also observed as the most influenced by social media, considering 66% of them said they rely on platforms like Instagram and TikTok for inspiration.
Another detail worth a mention is rooted in the way, across all generations, 61% of respondents said they value personalized recommendations that go beyond basic itineraries. Here, Millennials (31%) and Gen Z (33%) emerged as particularly eager for tailored experiences. In fact, this trend also extends beyond accommodations, with a larger chunk of travelers desiring customized suggestions for activities, dining, and even targeted discounts.
To expand upon that a little further, nearly half of Millennials (45%) and Gen Z (49%) travelers said they have switched providers due to a lack of personalization or poor digital experiences, thus signaling a growing expectation for bespoke service.
We referred to how Gen Z were the most influenced by social media, but what we haven’t yet touched upon is that, while word-of-mouth recommendations remain strong (55%), platforms like Instagram, TikTok, and Pinterest are driving more discovery than ever, You see, almost two-thirds are entrusting social platforms for inspiration and 15% of Millennials are already using AI tools, such as ChatGPT, to plan their trips and itineraries.
For the future, most respondents are turning towards pop culture. In essence, nearly three-quarters of Gen Z and Millennials expressed interest in visiting destinations made famous by movies, shows, or viral content.
“Today’s travelers aren’t just booking trips—they’re curating experiences that align with their values, interests, and digital habits,” said Andrew Frawley, CEO at Data Axle. “This data clearly shows that personalization and omnichannel influence are powerful motivators, especially for younger generations who expect providers to anticipate their needs and offer tailored recommendations. Brands have a unique opportunity to tap into these trends to deepen loyalty while delivering the seamless, customized experiences that modern travelers crave.”
