The latest findings from Contiki’s Voice of a Generation 2025 survey reveal a significant shift in the travel priorities of young Canadians aged 18 to 35. This year’s report indicates a strong inclination toward valuing vacation days over monetary compensation, as well as a notable appreciation for nostalgia and stability in their travel experiences.
Key Insights from the 2026 Travel Outlook
Analyzing data from over 1,000 Canadians, the annual survey outlines expectations for travel in 2026. A notable trend is the commitment to responsible exploration — a striking 70% of respondents expressed a willingness to bypass popular destinations in favor of less crowded alternatives, significantly addressing the issue of overtourism. Furthermore, 35% reported a preference for environmentally conscious brands, while 14% indicated that sustainability is the prime factor influencing their travel planning.
The Role of Nostalgia in Travel Choices
Nostalgia also significantly influences travel decisions, with 83% of participants either having recreated or planning to recreate a memorable childhood trip. This emotional connection underscores a growing trend among younger travellers who seek meaningful experiences derived from their past.
Flexible Payment Options and Travel Funding
The rise of flexible financing solutions is evident, as nearly one-third of the surveyed individuals are utilizing Buy Now, Pay Later schemes to manage their travel expenses. This growing trend caters to the financial needs of younger generations, making travel more accessible.
Valuing Vacation Time Over Salary Increases
Vacation time is especially important, with 55% stating they would prefer extra paid time off over a raise in salary.
Willingness to Disconnect and Embrace True Escapism
One surprising revelation from the survey is that 88% of Gen Z and Millennials would relinquish their phones for the opportunity to travel for free. Yet, despite their openness to disconnect, a majority (81%) expressed reluctance to utilize AI-driven platforms for complete trip bookings — even while many cited ChatGPT as a helpful tool for planning their itineraries.
Travel as a Form of Wellness
For these young travellers, vacations serve as essential mechanisms for recharging and combating burnout. A significant 60% indicated that burnout is the primary motivator for their trips, while over half emphasized the importance of maintaining wellness routines during travel.
Invaluable Insights for Travel Advisors
Toni Ambler, Chief Customer Officer at Contiki, highlights that the survey results provide valuable insights into the motivations and expectations of Gen Z and Millennial travellers. She emphasizes the importance of this data for travel advisors, enabling them to curate trips that align with clients’ priorities, thus exceeding their expectations.
As the travel landscape evolves, understanding the preferences and values of young travellers will be crucial for stakeholders in the industry. By prioritizing sustainable practices and personal experiences, travel brands can foster deeper connections with this influential demographic. For more insights on responsible tourism, visit [Travel + Leisure](https://www.travelandleisure.com). For updates on flexible travel financing options, check [Forbes](https://www.forbes.com).
