New Study Reveals Generational Booking Habits: Gen Z Embrace Spontaneity While Gen X Plan Months Ahead

A new benchmark study on British holiday behaviours reveals clear generational differences in how travellers plan their trips, highlighting significant implications for the travel, hospitality, and MICE industries.

The findings show that Gen Z travellers are increasingly spontaneous, with most booking their holidays less than 12 weeks in advance. In contrast, Gen X holidaymakers plan more deliberately, locking in trips at least five months before departure.

This divergence underscores how age groups are approaching travel planning differently, creating both challenges and opportunities for tour operators, hotels, and travel agencies.

Shifts in package holiday demand

The research indicates that package holidays are enjoying renewed popularity across generations. More than half of Brits (57%) would now consider booking a solo package, reflecting a growing acceptance of independent travel. Millennials and Gen X remain the leading adopters, but nearly two-fifths (38%) of Gen Z are now more inclined to book package holidays than five years ago. Their main motivations include cost efficiency (60%), ease of booking (56%), and peace of mind (38%).

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How far in advance do Brits book?

The study outlines average booking lead times across generations:

• Gen Z: 11.5 weeks in advance
• Millennials: 3 months in advance
• Gen X: 5 months in advance
• Baby Boomers: 4 months in advance

This booking window data confirms a widening generation gap. Younger travellers prioritise flexibility and affordability, while older travellers value certainty, availability, and budgeting.

Motivations behind booking patterns

For Gen Z, last-minute bookings are often driven by budget hacks (36%), the need for a mental health reset (31%), and dopamine-driven spontaneity (26%). Gen X, however, point to budget planning (52%), coordination with travel partners (33%), and a preference for careful planning (24%) as their main reasons for booking far in advance.

Across all age groups, demand for more frequent breaks is on the rise. A third of Brits now take three or more trips per year, with Gen Z and Millennials showing particular preference for shorter, more frequent holidays, averaging 6.7 days.

The broader trend reflects how travel is becoming integral to lifestyle choices, with Brits prioritising holidays as opportunities to spend quality time with family and friends (48%), relax (44%), and improve wellbeing and mental health (38%).

Top 10 motivations for last-minute bookings:

1. Budget hacks and last-minute deals (32%)
2. Spontaneity (26%)
3. Work schedules (21%)
4. Mental health reset (20%)
5. Flexible mindset (17%)
6. Decision fatigue (12%)
7. Instant gratification (11%)
8. Celebrating wins (9%)
9. Short lead times (8%)
10. FOMO (4%)

Commenting on the results, Paul Bixby, Chief Commercial Officer at easyJet Holidays, noted: “More Brits than ever are opting for package holidays because of their convenience and reliability, but we’re seeing generational habits vary more than ever – from early planners to spontaneous adventurers.”

For industry professionals, the study highlights the need to balance product offerings: flexible last-minute deals to capture Gen Z demand, alongside long-lead booking options tailored for Gen X and Baby Boomers. The findings reinforce how evolving traveller preferences are reshaping not only consumer behaviour but also long-term strategies in travel distribution, hospitality, and destination marketing.

The article New study reveals generational booking habits: Gen Z embrace spontaneity while Gen X plan months ahead first appeared in TravelDailyNews International.