Can you hear it? Contiki unveils its annual Voice of a Generation survey

Contiki has released its Voice of a Generation 2025 survey, sharing insights from over 1,000 Canadians aged 18 to 35 on how they plan to travel in 2026. From a love of nostalgic travel to choosing extra vacation days over pay raises and placing a greater emphasis on sustainability, young travellers are redefining what matters most and Contiki is taking notice.

Toni Ambler, Chief Customer Officer, explained that: “The Voice of a Generation survey is one of our favourite moments of the year because it gives us a direct window into what travellers want from their next trip.”

Ambler continued: “Now in its fifth year, the survey helps us understand the top motivators and expectations of Gen Z and Millennial travellers. This insight is invaluable for travel advisors, as it shows how the next generation is shaping the travel experience and allows travel professionals to guide their clients toward trips that truly match their priorities and exceed expectations.”

Key trends shaping the 2026 travel season, according to Contiki’s annual Voice of a Generation survey include:

• Responsible exploration is taking priority over ticking off famous landmarks. 70 percent of young travellers said they’d either skip a bucket-list destination or seek out a less-crowded alternative to combat over tourism. 35 percent said they actively seek out sustainable travel experiences from environmentally-conscious brands, while 14 percent prioritize sustainability above all else.
• Nostalgia travel is another major motivator, with 83 percent saying they’d already recreated a trip from their childhood, or would like to in the future.
• Time as money is top of mind for young travellers, with nearly a third using or considering Buy Now, Pay Later plans to fund their trips and paying off their vacation in their own time. When it comes to perks, over half (55 percent) would trade a raise for more PTO, proving that time to travel is valued just as much as money.

Gen Z and Millennials are transforming tech’s impact on their lives. A massive 88% said they’d give up their phones for a free trip. Proving exploration is more important than constant connection. And while 81% still say “no” or “maybe” to AI booking their entire trip, many cited ChatGPT as their go-to source, indicating that human interaction still matters, but trust in AI is steadily rising.

Travellers are looking for recharge journeys to combat burnout and prioritize self-care. Burnout is fuelling the urge to pack a bag for travel, with 60% citing it as their main reason for wanting a vacation, and 24% highlighting tech burnout specifically. Over half also believe maintaining a wellness routine or engaging in wellness focused activities while travelling is important.

To read more about Contiki’s Voice of a Generation – Canada, just click here.