Europe’s travel scene offers a vivid mix of experiences: young explorers chasing Santorini sunsets, families touring castles and beaches, and retirees enjoying cruises in the Aegean. But behind this movement lies a clear generational footprint.
According to data from the European Travel Commission (ETC), age plays a defining role in how Europeans plan, spend, and experience their travels.
Older generations spend more, younger generations explore
Travel spending is shown to increase steadily with age. Travelers over 65 spend an average of €568 (about $657) per trip, compared to €405 (about $468) among those aged 18 to 24. Travel expenditures for groups in between range from €450 (about $520) for ages 25 to 44 and €520 (about $601) for ages 45 to 64.
The gap reflects different priorities: younger travelers seek affordable, authentic adventures, while older travelers invest in comfort, better hotels, business-class seats, and guided tours.
The average European trip lasts between four and six nights, with more travelers opting for short, flexible getaways that mix work and leisure. Overall spending per trip has climbed from €334 (about $386) in 2020 to €510 (about $590) in 2023, driven by both inflation and the post-pandemic urge to explore again.
Travel trends across Europe
Contrary to the popular image of students always on the move, the most active travelers are adults aged 25 to 44. Over 90 percent of this group took at least one trip in the past year, combining professional independence, stable income, and family life.
More than half of Europeans plan to travel within the next six months, with travel intentions amounting to about 75 percent among those aged 35 to 44 and 55 to 64. Hybrid work, environmental awareness, and the rise of digital nomads are also reshaping how and why people travel.
From relaxation to meaningful journeys
Relaxation remains the top motivation for 73 percent of Europeans, followed by reconnecting with family and friends at 63 percent. About half of travelers say mental well-being drives their trips.
Nonetheless, the motivation for traveling seems to depend on age. Younger travelers look for excitement and adventure, middle-aged travelers value balance and family experiences, and older travelers seek cultural depth and emotional connection.
All-inclusive or à la carte
Accommodation preferences also vary by generation. About 53 percent of Gen Z and 45 percent of millennials choose all-inclusive resorts for convenience, predictable costs, and social media appeal.
Baby boomers, in contrast, favor classic hotels, choosing à la carte dining, spa treatments, and cultural excursions rather than fixed packages.
Solo travel—or not?
Whether one travels solo or not seems to be reflective of one’s life stage. Most travelers (58 percent) over 55 journey as couples, while those aged 35 to 44 mostly travel with family at a rate of 43 percent. Friends accompany individuals aged 18 to 24 at a rate of 31 percent with a clear preference for festivals or adventure travel for the specific age group.
Solo travel is also on the rise, especially among older adults, with about 9 percent of those over 65 now exploring the world on their own—proof that independence has no age limit.
A timeless journey: The everlasting allure of European travel
Europe‘s travel market, valued at over €500 billion (about $540 billion), is increasingly dependent on customized packages. Tour operators are adjusting to meet generational needs, offering all-inclusive packages for younger audiences and cultural or themed experiences for older travelers.
Age may influence how people plan and spend, but it never limits their desire to explore. Whether it’s a twenty-year-old posting from Tallinn or an eighty-year-old sipping wine in Tuscany, the message is the same across the board: we travel to live life to the fullest rather than count the years.
