Americans Value Travel for Discovery and Personal Growth, Survey Finds
New York, USA — August 2023
In short: A survey reveals Americans’ curiosity grows with age, driving deeper travel experiences.
According to Hospitality Trends, the survey of 2,000 Americans found that 57% of respondents feel more curious as they age, indicating a shift in travel motivations. This curiosity is linked to a desire for more meaningful travel experiences that foster personal growth. The findings suggest that travel professionals should emphasize educational and transformative aspects of trips to appeal to this evolving traveler demographic.
TMCs managing accounts of older travelers should highlight educational components and personal development opportunities in their itineraries. This shift indicates a growing market for travel experiences that promise not just sightseeing, but also meaningful personal development. Operators should consider partnerships with organizations that offer cultural immersion and skill-building activities to meet this demand.
What is driving this change in travel motivations?
The survey indicates that as Americans age, their curiosity about the world increases, leading them to seek travel experiences that offer discovery and personal growth.
Which travel trade segments does this affect?
This trend primarily impacts TMCs and travel advisors who cater to older demographics, as well as tour operators specializing in educational and experiential travel.
When does this change in preferences take effect?
The shift in traveler motivations is ongoing and not tied to a specific date, reflecting a long-term trend in American travel behavior.
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