What are the top destinations for each generation?

What are the top destinations for each generation?
By admin

Family holidays can be tumultuous affairs, but research reveals that those differences of opinion can emerge before the holiday has even begun with different generations preferring different holiday destinations too.

New research by Roy Morgan has revealed which destinations each generation desires for their holidays.

Interestingly, New Zealand was ranked number one across the generations for most travelled-to destination in the last 12 months.

The older generations also head for old favourites, England and the United States, whilst Gen X, Y and Z also explored more Asian destinations.

Gender was also highlighted as an influencer. A higher proportion of female than male travellers holidayed in ‘mainstream’ destinations such as NZ, England and the US, while more men visited less well-trodden countries such as India, China and Japan.


Here are the top destinations for Australian travellers, broken down by generation:


Pre-Boomers: With a small 18% of pre-boomers travelling overseas for a holiday, the number of destinations they are travelling to is dwindling.

New Zealand- 3.3%, England- 3.0%, United States- 2.2%, Singapore- 1.8%, France- 1.7%     


Baby Boomers: “Classic European destinations such as England and France attract a higher proportion of Boomer travellers than younger generations, possibly due to their expense compared to cheaper, more accessible Asian countries,” Roy Morgan director of tourism Jane Ianiello said. 

New Zealand- 3.3%, England- 4.2%, United States- 4.0%


Generation X: 23 % of Gen X Australians travelled overseas in the last 12 months, the second highest percentage of the five generations.

New Zealand- 3.3%, Indonesia- 3.2%, United States- 2.8%, England- 2.0%, Fiji- 1.2%


Generation Y: With 27% of Gen Y travelling overseas, this generation has the highest percentage travelling to their top five destinations. Travel to the US has ranked highest in this generation but there is debate over whether it will remain such a high percentage in future with the weakening of the Australian dollar.

New Zealand- 4.4%, United States- 3.5%, England- 3.0%, Indonesia- 2.7%, Thailand- 2.4%


Generation Z:  Gen Z has the lowest percentage of globetrotters, with many of this age group only recently turning 18 and taking the leap overseas.

New Zealand- 2.1%, England- 2.1%, United States- 1.6%, Thailand- 1.4%, France-1.4%



Pre-Boomers — Pre 1946;
Baby Boomers — 1946-1960;
Generation X — 1961-1975;
Generation Y — 1976-1990;
Generation Z — 1991-2005

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