Gen Z & millennials booking Asia, single-country trips this summer: Contiki

Where are Gen Z and Millennials heading this summer? Contiki has some insight. 

According to the tour operator’s booking data and research, travellers are opting for far-flung destinations, with a shift towards late-season travel and a focus on in-depth exploration of a singular place.

"Our booking trends show that the vast majority of 18-35 year old travellers are all about slowing things down and adventuring further.  From Japan to Thailand, Asia is rising on the charts, and while there’s still a place for the iconic Eurotrip of packing in as many cities as possible into one trip, Canadian travellers are escaping the hustle and bustle and prioritizing single-country tours that offer a more in-depth experience into a singular place," stated Melissa Da Silva, president, North America, TTC Tour Brands, in a press release.

“This demographic is not only focused on checking off destinations on their bucket lists, but embracing the local culture and way of life– think sipping a Freddo espresso on a side street in Mykonos for one, two, three hours – quite the antithesis of the fast-paced cities most Canadians are accustomed to. They are seeking vacations where you can leave your watch (or iPhone equivalent) at home.”

Top destinations

In Canada, single-country tours dominate Contiki’s Top 10 best-selling list for August and September.

The destinations and trips for August and September include:

Japan: Contiki travellers' interest for Japan is up 192 per cent since 2019, following the country's long-awaited re-opening. Contiki’s most popular Japan departure is Japan in a Week with an eight-day tour through the country’s biggest cities, Tokyo, Kyoto and Osaka.

Thailand: Home to the highly-anticipated next season of White Lotus, Thailand is trending and the Thai Island Hopper West tour is a top selling trip for 2023 - jumping up to the third place in the Top 10 trips for August and September.

Iceland: Iceland’s Fire and Ice tour is another top-seller, up 176 per cent in bookings compared to 2019.

Greece: A “consistent best-seller,” the Greek Island Hopping tour is even more popular post-pandemic with a 43 per cent increase in bookings from 2019.

According to a recent survey conducted by Contiki and OnePoll, solo travel continues to rise as 41 per cent of respondents said they’ve travelled solo or would travel solo in the future to meet new people.

The survey also revealed that 60 per cent of travellers that have joined a touring group said they had a more memorable experience with new people.

"From a unique activity with new friends to a jaw-dropping sunset, incredible local meal or inside joke – young travellers are putting emphasis on curating perfect moments that make a vacation live on forever,” Contiki says.

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