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Tribes

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Q2 2025: Roughly Three in Five Zillennials Travel on a Budget—but Expect the Trip to Feel Premium

Small Luxuries = Big Differentiators
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Q2 2025: Roughly One in Four Zillennials Start Their Search with Household Names, Opting for Boutique and Lifestyle Offerings

Distinct, but Familiar
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Q2 2025: About Half of Luxury Travelers Use Travel Advisors—But Mainly for Access or Trip Complexity

LAdvisors for Access, Not Basics
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Q2 2025: Roughly One in Five Business Travelers Use AI for Travel—But They Want Smarter Help

AI Enters the Re-Booking Chat
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Q2 2025: About Three in Four Zillennials Dismiss Brand Loyalty in Favor of Local Story

Local Over Label
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Q2 2025: Local Connection Is the #1 Reason Luxury Travelers Choose Independent Properties

Luxury Travelers Want Local Ties, Not Zip Codes
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Q2 2025: Roughly 3 Out of 4 Business Travelers Say Unique Hotels Win Their Booking—But Loyalty Isn’t Dead

Cookie Cutter is Out
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Q2 2025: Roughly Three in Four Zillennials Cut Lifestyle Spend to Fund Travel

Trips Over Treats
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Q2 2025: Roughly 7 out of 10 Luxury Travelers Prefer “Quiet Luxury”—On Their Terms

Subtle Over Showy—Most of the Time
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Q2 2025: Nearly All Business Travelers Say Travel Moves Their Career Forward—But Only If It Delivers

Work Trips = Growth Trips
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