H/L Strategy + Insights continues to Make Momentum™ for the travel and tourism industry by profiling the trends and mindset of the new American tourist. We’ve seen that despite limited funds, the younger generations are prioritizing travel as economic and social changes push them to defer spending on homes and vehicles.

As political polarization and work from home keep us siloed, identity is steering their travel preferences: like-minded group travel is plugging the gap that community institutions, like religious organizations and workplaces, used to fulfill. Social media has shifted toward an “unfiltered” look at everything, and travelers expect to get the real scoop on every locale they visit, turning to their mobile feeds for inspiration long before they make a purchase. This may be a mismatch for current travel ad spending, which skews more toward desktop and search than other industries. Download our Key 2024 Consumer Trends deck for more details.


Morning Consult, Gen Z Is Poised to Reshape the Travel Industry, 4/10/2023
Expedia Group, Social Media’s Rising Influence on the Travel Industry, 1/18/2023
Mashable, How TikTok Became Gen-Z’s Travel Advisor, 2/6/2024
CNN, Group Travel Used to Have a Bad reputation. Not Anymore, 9/25/2023
eMarketer, US Digital Travel Forecast Overview 2023, 12/22/2023