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"Generation T" Leading the Charge for Travel in 2024 + 3 Other Top Trends from ABTA

Step aside Gen X and Baby Boomers, according to new research from ABTAthe trade association for British travel agents –– 18-24-year-olds are set to be the most prolific travellers in 2024. At their annual Travel Trends conference held in London, ABTA delved into what they are calling "Generation T" and their travel plans for the year ahead as part of overall predictions: ‘Four Trends for ’24’.

ABTA 4 travel trends for 2024

Generation T Plans for Adventure Almost three-quarters (72%) of Gen T are planning to travel overseas in the next 12 months, the highest of any age group according to ABTA’s survey of 2,000 people conducted in August 2023 and revealed yesterday. As well as travelling in large numbers, they’re also open to a wide range of travel experiences. While the UK's favourite type of trip, the city break, is their top choice for next year, 18-24-year-olds are almost three times as likely than the average traveller to be heading off on an adventure holiday in the next 12 months and twice as likely to be camping, heading to a major sports event, taking a train holiday and going on a food and drink-based break.

Where Generation T Plans to Travel in 2024 vs All Consumers (source: ABTA)
Where Generation T Plans to Travel in 2024 vs All Consumers (source: ABTA)

When it comes to where they’re planning to holiday next year, their number one pick is Italy, followed by France (2nd), the USA (3rd), Spain (4th) – the UK’s favourite holiday destination overall – and Germany (5th).

Generation T and Cost of Living While Gen T clearly have a huge appetite for travel in the year ahead, it’s also the age group most likely to alter its holiday plans because of the cost of living, with 93% of 18-24-year-olds saying the cost of living will have an impact on their travel plans in the next 12 months. Despite this squeeze on their finances, only 4% say they won’t go away at all due to the rising cost of living, compared with 10% of the wider population. Instead, they’re getting creative with keeping costs down, with a third (32%) planning to book cheaper accommodation, 27% taking fewer holidays, a quarter eating out less on holiday (25%) and 24% choosing cheaper transport options. “18-24-year-olds have been increasingly keen to get out and see the world over the last few years. They went on an average of 2.7 holidays abroad each in the last 12 months, up from 2.2 holidays abroad each in the 12 months prior to that." said Graeme Buck, Director of Communications at ABTA – The Travel Association. “That doesn’t mean lots of quick breaks either. Generation T has been taking a much higher number of holidays for seven days or more than any other age group. So, while this group has a keen eye on cost, they continue to be a highly attractive market for many in the travel industry.”

ABTA’s Four Trends for ’24, as revealed at ABTA’s Travel Trends conference:

  1. Generation T – 18-24-year-olds are set to be the most prolific travellers in 2024 and are looking for a wide range of travel experiences.

  2. Shoulder Shoppers – A growing trend for all-year-round travel sees spring and autumn particularly popular among travellers aged 55+ and families planning to travel during half-terms and Easter as well as the summer break.

  3. The Holiday Neophiles – Reversing a trend during recent years for familiar destinations, people are becoming increasingly open to trying somewhere new.

  4. Sustainability Selectors – Holidaymakers are making decisions about their travel plans with sustainability in mind, particularly young people and families.

Full details on the trends can be found here.


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