Trip First, Details Later
Zillennials are booking fast, flying often, and planning loosely. While they still take 3+ trips per year, their approach to travel planning appears to be shifting from hyper-researched to momentum-driven. The prevailing sentiment is spontaneity.
Travel volume over the next 90 days is expected to increase, especially for social trips such as weddings, concerts, and festivals, where the destination is often finalized well before lodging arrangements are made. Hotels competing for this audience’s attention should be thinking and showing up mobile first: 7 in 10 Zillennials we spoke with say shopping for this in-the-moment travel happens exclusively on the small screens.
Quote from the Tribe:
“I booked the flight while we were all at dinner. The rest I’ll figure out later."
Commercial Takeaway:
Show up where their plans start: mobile, last-minute, and near their friends. Position your hotel for last-minute visibility and offers, while looking for ways to anchor to niche events and social seasons.
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 quarter, 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 Zillennial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 19-33 years old and take at least three trips per year for business.