Confidence in the economy is strong and consumers are actively planning their last vacations of 2018. According to research from Allianz Travel Insurance, U.S. consumers have spent approximately $101 billion on vacations so far this year.

We know that consumers are actively traveling, but what do they enjoy most about the trips they take? At Branded, we were curious what motivates our users to take vacations. Our poll asked users to indicate their favorite part of taking a vacation. We conducted the poll on October 3, 2018 and 17,056 users responded.

Overall, our research found that 37 percent of users say their favorite part of taking a vacation is exploring a new location and an additional 37 percent indicated spending time with friends/family. Approximately 21 percent of users say getting a break from work is their favorite part of taking a vacation, while an additional 6 percent indicated taking time for hobbies, sports, and exercise.

Looking at the results by generation, the poll reveals key patterns in vacation drivers by generation. We find that exploring new locations and spending time with friends and family are universally popular across the generations. Across the board, over one-third of each generation says exploring a new location is their favorite part of a vacation. However, the Silent Generation (age 70+) is the most likely to say that spending time with friends and family is their favorite part of taking a vacation at 46 percent and most likely to say they enjoy exploring a new location at 45 percent.  

Younger users are more likely to enjoy a break from work while taking a vacation than their older counterparts. Older users are more likely to be retired and out of the workforce. Approximately 24 percent of Millennials (age 22-38) and 22 percent of Gen X (age 39-50) say getting a break from work is their favorite part of a vacation.  

 

Favorite Part of a Vacation by Generation