Generation T takes the lead: paving the way for overseas travel dominance in 2024

Friday, December 1, 2023

In anticipation of 2024, where 18-24-year-olds are poised to become the most active travelers, ABTA – The Travel Association, showcased its insights into their upcoming year at the annual Travel Trends conference held on November 28, 2023, unveiling ‘Four Trends for ’24’.

Termed Generation T by ABTA due to their fervor for travel, a substantial 72% of this demographic plans to venture abroad in the next 12 months, the highest percentage among all age groups according to ABTA’s research[i].

Not only are they planning large-scale travels, but they are also embracing a diverse array of travel experiences. While the nation’s favored type of excursion, the city break, remains their top choice for the next year, 18-24-year-olds are nearly three times more likely than the average traveler to embark on an adventure holiday and twice as likely to partake in camping, attend a major sports event, take a train holiday, or indulge in a food and drink-based break.

Regarding their holiday destinations for the upcoming year, Italy claims the top spot, followed by France (2nd), the USA (3rd), Spain (4th) – the UK’s overall favorite holiday destination – and Germany (5th).

Despite their evident passion for travel in the coming year, Generation T is also the age group most susceptible to adjusting their holiday plans due to the rising cost of living, with 93% of 18-24-year-olds acknowledging the impact on their travel plans in the next 12 months.

In the face of financial constraints, only 4% claim they won’t travel at all due to increased living costs, compared to 10% of the wider population. Instead, they are adopting cost-cutting measures, with 32% planning to book more affordable accommodation, 27% opting for fewer holidays, 25% reducing dining out expenses while on holiday, and 24% choosing more economical transportation options.

Graeme Buck, Director of Communications at ABTA – The Travel Association, stated:

“18-24-year-olds have increasingly shown a keen interest in exploring the world over the past few years. They averaged 2.7 holidays abroad each in the last 12 months, up from 2.2 holidays abroad each in the 12 months prior to that.

This doesn’t merely involve quick getaways. Generation T has consistently taken a significantly higher number of holidays lasting seven days or more than any other age group. Therefore, despite their cost-conscious approach, they remain an exceedingly attractive market for many in the travel industry.”

ABTA’s Four Trends for ’24, as unveiled at the Travel Trends conference, encompass:

1. Generation T – 18-24-year-olds emerge as the most prolific travelers in 2024, seeking a broad spectrum of travel experiences.
2. Shoulder Shoppers – A rising trend for year-round travel, with spring and autumn gaining popularity, especially among travelers aged 55+ and families planning trips during half-terms, Easter, and the summer break.
3. The Holiday Neophiles – A reversal of the recent inclination for familiar destinations, as people increasingly embrace trying new places.
4. Sustainability Selectors – Travelers are factoring sustainability into their plans, particularly evident among young people and families.

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