Small Luxuries = Big Differentiators
Roughly three in five Zillennial travelers are budget-conscious, yet still seek curated design, sleek amenities, and what they describe as “intentional” experiences.
This segment isn’t looking for cheap—they’re optimizing for perceived value, and most of them (nearly three-quarters) sacrifice discretionary lifestyle spending to fund the travel experiences they want. Innovative design, efficient luxury, and story-worthy detail matter more than category.
Quote from the Tribe:
“Even if I’m not splurging, I look for places that feel intentional. I don’t need five stars, just somewhere that doesn’t feel like it’s from 2006.”
- 29-year-old traveler from Austria - 9 trips per year.
Commercial Takeaway:
Double down on aesthetic and UX detail across your low-middle price tiers. Use visuals, lighting, materiality, and smart tech to evoke luxury without inflating spend. Feature these in all mobile-first discovery platforms.
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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