Younger Consumers Drive Surge in Live Event Travel


Millennials and Gen Z are exhibiting what issues to them—and the way they’ll spend their cash. In a press launch, AAA announced {that a} new survey from AAA and Bread Monetary discovered youthful generations are driving a surge in stay occasion journey.

Roughly three in 5 Gen Z (65%) and Millennial (58%) respondents confirmed they’ve traveled prior to now 12 months and/or plan to journey within the subsequent 12 months for in-person occasions like live shows, sporting occasions, comedy exhibits, and e book readings which can be greater than 50 miles from house. This compares to 43% of Gen X and simply 27% of Child Boomers.

Greater than half (53%) of Gen Z vacationers have or plan to move to stay occasions by aircraft, essentially the most of any technology. For Gen Z vacationers, 18% say they’ve or could be keen to go greater than 1,500 miles—the gap of half of the continental United States—in comparison with solely 9% of Child Boomer vacationers.

“Youthful generations are main the cost on the subject of a shift in shopper spending habits surrounding stay occasion journey,” stated Paula Twidale, senior vice chairman of AAA Journey. “Gen Z and Millennial vacationers are taking their journeys to the following stage by going farther and spending greater than different generations for stay occasions. They don’t wish to miss out and can do what it takes to see their favourite artist, sports activities workforce, or different stay occasion in particular person.”

The research outcomes additionally confirmed that the youngest technology is pushing live performance journey with greater than half (52%) of Gen Z vacationers planning to attend a music occasion within the subsequent 12 months. Artists themselves can affect Gen Z’s journey habits, as one in 5 vacationers (20%) have traveled or plan to journey to a Taylor Swift live performance.

Greater than three in 4 (79%) vacationers are keen to move to their dream occasion location, with New York, Florida, and California being the most well-liked states and Las Vegas and Chicago popping out as the highest cities.

Dive into the April issue of NACS Magazine for recommendation on catering to highway trippers, together with the article “Road Trip Revelations.”


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