Vacation Destinations: The 2025 Generational Divide
by Robert McGarvey
The Time Out headline grabbed my eye: “These are the trending destinations for Millennial and Gen Z travellers right now.”
Before diving into where today’s younger adults want to vacation, my memory flashed back to 1980 and I’d peg the top destinations for Baby Boomers that year as Los Angeles, New York, San Francisco, Hawaii (Oahu and/or Maui), London, Paris, Mexico (Baja California or Cancun), the Caribbean (pick your island), Boston, and the Grand Canyon.
How many show up in today’s list for Millennial and Gen Z vacationers?
How about zero?
Here’s the list compiled from American Express booking data:
Brisbane, Australia
Brittany, France
Franschhoek, South Africa
Koh Samui, Thailand
Macau, China
Moab, Utah, USA
Nikko, Japan
Paros, Greece
São Paulo, Brazil
Sun Valley, USA
Of the 10 I have been to exactly one – Moab – and other than Nikko, Japan, Paros Greece, and probably my Hemingway jones is powerful enough to lure me to Sun Valley but as for the other six, Fuhgeddaboudit. Even if a government tourist board came knocking at my door with a free trip I believe my answer would be nope. Nothing wrong with the places but there’s not enough there to lift me out of my chair and onto an airplane for a long flight to find not much that interests me.
Meantime I asked Google’s Gemini AI engine what the top vacation destinations for Baby Boomers today are. Here’s what it came back with:
Domestic Destinations:
National Parks: “Think Yellowstone, Yosemite, Grand Canyon, and Zion.” As it happens just last week I was at the Grand Canyon and next month I’m booked into Zion and a few months later it’s Joshua Tree. I am all in on national parks and I tent camp, unlike the vast majority of Boomers who travel in RVs. But however they get there. Boomers are plentiful in national parks.
Alaska: Cruises and land tours to Alaska “offer breathtaking scenery, wildlife encounters, and a chance to experience a unique part of the US. ” I’ve been twice on cruises, once land based, and would go again. Unique is indeed the word.
Hawaii: Nah, I’ve been once and that was plenty. But, definitely, it’s still a major draw for Boomers.
Florida: Yes for Boomers, even if I have no personal interest. I’ve been three times – all on business – don’t see going for four.
New England: “Charming towns, historical sites, and fall foliage make New England a popular choice for scenic drives and cultural experiences.” You bet, Vermont, Cambridge MA, and the Cape have my interest.
International Destinations:
European River Cruises: I’ve never been but know many who have and love these trips.
Italy: Me too. I adore Rome and mull on doing the St Francis of Assisi pilgrimage from Assisi to Rome.
Ireland: I’ve been more times than I can count. For me it’s an ancestral thing – but 10% of the US population has similar.
Greece: “Ancient ruins, idyllic islands, and delicious cuisine make Greece a perennial favorite for history buffs and sunseekers alike.” I’m not fan of overtouristed Santorini, but the rest of Greece is a wonderful place to go – for the food, the wine, the history.
Japan: “A blend of ancient traditions and modern marvels, Japan offers a unique cultural experience, from serene temples to bustling cities.” Absolutely, it’s one of the few bucket list destinations on my agenda. It is a rara avis culture.
Australia and New Zealand: “These countries offer stunning natural beauty, diverse wildlife, and vibrant cities, making them a great choice for adventurous Boomers.” Not for me. Never been, aren’t going. Too far.
Bucket-list destinations: “Many Boomers are looking to check off those ‘once-in-a-lifetime’ trips, such as an African safari, a visit to Machu Picchu, or a cruise to Antarctica.” True for many I know, and even I might go on the right African safari. But not Antarctica. That’s environmentally irresponsible.
How different are the two generational lists? We indeed are at a moment of generational divide but, you know, there’s nothing wrong with that. Different generations should have different likes and dislikes and, obviously, today they do.
Which generation do you feel more in sync with? And your actual age doesn’t matter.
Just before pandemic I planned a trip from Greece to Norway.
At 75 I figured it would be my last hurrah.
Grew up in Rome in the 50s so a pass through Italy and the Dalmatian coast were my final bucket list.
Never been to any Scandinavian countries so that was my final destination.
Then home; Jackson Hole.
Here in Jackson there are many who have stayed more fit than I and they travel a lot.
I blame it on long Covid because I always traveled alone and was able to make it around the world on planes, trains, and automobiles by myself .
The train tickets in Naples were a fun challenge.
Mostly because someone would always approach and try to help.
Possibly, for a fee, but I never knew how to negotiate that.
I figured there is much more to say but just know I love your columns..
I think the comparison between Amex travel booking info and general travel destinations might be apples and oranges. Amex travel bookings is going to skew significantly to less common destinations because only those with Amex cards (and probably more Platinum level) are booking through Amex. I asked Google Gemini the same question you did for Boomers, but for Millennials and Gen Z and this is what it responded. Much more similar to the Baby Boomer results:
Domestic
– National Parks: Gemini provided examples such as Yellowstone, Yosemite, Grand Canyon, and Zion.
– Coastal Cities: Gemini examples were Miami, Los Angeles, San Francisco, and New York City.
– Mountain Towns: Gemini cited Asheville, North Carolina, Jackson Hole, Wyoming, and Park City.
International
– Southeast Asia: Gemini examples were Bali, Thailand, Vietnam, and the Philippines.
– Europe: Examples were Barcelona, Rome, Paris, and Berlin.
– Australia: Gemini cited Sydney, Melbourne, and Brisbane.
I would be more interested in seeing what Amex Travel data shows for Baby Boomers, so we could compare the two results.