No Such Thing as a Standard Stay
Roughly four out of five Zillennials are planning a leisure trip—but what they define as “leisure” spans a wide spectrum including solo recharge trips, celebration travel with friends, wellness-focused getaways, and extended family visits. The common thread isn’t who they travel with—it’s that the trip feels meaningful and distinct.
This generation values the emotional benefits of travel as a break from routine. Zillennials build travel plans around moments, not categories. Trip intent is their primary filter, which suggests that brand and booking flows must respond to various use cases that traditional leisure segmentation fails to capture.
Quote from the Tribe:
"I’m not traveling for work right now, so it’s all about leisure. Seeing my grandparents, spending time with cousins — those trips matter more than ever.”
- 20-year-old traveler from Spain - 8 trips per year.
Commercial Takeaway:
Audit content and booking UX for personalization cues: is it clear how a solo traveler, a friend group, or a sibling duo would feel seen in your offering? Move beyond standard leisure personas and use lifestyle signals and flexible messaging to match Zillennials' intent-rich trip planning behavior.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each week, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Zillenial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 1-33 years old and take at least three trips per year for business.
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