What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead

Washington DC, October 25, 2023—New findings from Hilton/Ipsos poll reveal the consumer trends that are anticipated to define travel in the year ahead and digs deeper into generational insights driving industry innovation. Following a global survey of more than 10,000 travelers from nine countries, online video diaries with 60 U.S. travelers and in-depth interviews with dozens of Hilton travel experts, four themes emerged, which are expected to be the catalysts of change and innovation for Hilton and the broader travel industry in 2024 and beyond.  

Read more about the report: 2024 Trends Report: What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead | Stories From Hilton

About the Study

These are the findings of an Ipsos poll conducted between June 23- July 7, 2023. For this survey, a sample of 11,833 adults age 18+ from the regions mainly China, Germany, Great Britain, India, Japan, Mexico, Singapore, United Arab Emirates, and US was interviewed online in Simplified Chinese, German, Japanese, Chinese & English, Chinese & English, Arabic, and English respectively.

The sample was randomly drawn from Ipsos’ online panel, partner online panel sources, and “river” sampling and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2019 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.  

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 1.1 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=11,833, DEFF=1.5, adjusted Confidence Interval=+/-3.0 percentage points).

For more information on this news release, please contact:

Jennifer Berg

Vice President, US

Public Affairs

+1 312 526 4224

[email protected]

About Ipsos

Ipsos is the world’s third largest Insights and Analytics company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

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