New Contiki data shows travel is a top priority for Gen Z and Millennials, with many saying they would be willing to ditch pay rises or even their beloved phones for the chance to explore. Can these two things seriously ring true?
According to Contiki’s newly released 2025 ‘Voice of a Generation’ survey, a growing number of young Australians are ready to prioritise meaningful travel experiences, even if it means going it alone.
Seventy-four per cent of the two thousand 18 to 35-year-olds surveyed said they had either already joined a group tour solo or would seriously consider it.
Many, surprisingly, also said that experience trumps income: 59 per cent of respondents said they’d rather gain extra annual leave than a pay rise.
If you thought that insight was mind-blowing, even more dramatically, 89 per cent said they’d give up their phone for a week in exchange for a free trip, highlighting just how much value they place on travel.
In today’s always-on connected world, that choice would seem akin to volunteering to amputate an arm.
Influence-wise, Instagram topped the charts as the go-to travel inspiration platform (68 per cent), followed closely by friends (57 per cent) and TikTok (56 per cent). These findings suggest that highly visual, socially driven content is crucial in sparking wanderlust among young Australians.
Furthermore, set-jetting is on the rise, with many travellers (68 per cent to be exact) noting that movies, TV shows, and books have played a significant role in destination inspiration as well. Filming location-based holidays are on the rise, and if you’re wondering which piece of media was the biggest inspiration for our audience, it was the glittery Mamma Mia.
Meanwhile, nostalgic travel is also in: 82 per cent of respondents said they’d either already taken or would seriously consider a trip to a destination they visited as a child, offering a compelling opportunity to revive classic destinations with a fresh twist.
How sustainable are their choices?
As a traveller demographic often questioned about talk versus action, the survey paints a picture of a generation that does care deeply about sustainability, but not at any cost. While 23 per cent of respondents said they’d skip a bucket-list destination to combat overtourism, nearly 60 per cent highlighted that cost remains a significant consideration when making sustainable travel choices.
Still, the willingness to compromise is there. Over two-thirds of respondents said they’d strongly consider skipping a dream destination to support sustainability.
This generation cares about travelling consciously, but cost still plays a big role,” said Toni Ambler, Chief Customer Officer at Contiki, “they’re looking for ways to make sustainability work within real-life travel habits, and that’s where we can help take the pressure off planning and add to the adventure.”
In June, Contiki took out the top title at the 2025 Purpose Awards EMEA, earning ‘Brand of the Year’ for its long-standing commitment to purpose-driven travel.
Is Taylor Swift your most desirable travel buddy?
From wellness to whimsy, young travellers are keeping things balanced. More than half of respondents said maintaining a wellness routine while travelling is important to them. And when it comes to humour, 22 per cent of Millennials and 18 per cent of Gen Zs say they’ve left a cheeky out-of-office message at least once, though about a quarter from both groups say they’d never go there.
On the celebrity front, Taylor Swift was the most desirable travel buddy across both Gen Z and Millennials. While unlikely to appear on a tour bus soon, the pop culture pick reinforces the generation’s inclination toward authenticity, storytelling and aspirational experiences.
For travel advisors, the findings are a goldmine. The strong appetite for solo group travel underscores the opportunity to pitch guided tours not just as logistical support, but as a gateway to connection, adventure and personal growth. With Contiki and similar brands positioned as social, safe and inclusive, there’s a clear path to convert hesitant solo travellers into confident bookers.
Further, the data suggests that travel sellers can confidently promote group trips with an independent twist to Gen Z and Millennial clients, especially those who want freedom but also crave camaraderie and a curated experience.
Read the full report here.
KARRYON UNPACKS: For travel sellers, Contiki’s 2025 survey confirms that Gen Z and Millennials are open to solo adventures, inspired by social media, and hungry for travel that balances purpose with play, all while keeping budgets in check.
