From wellness to tech: Contiki survey reveals what will drive young Canadian travellers in 2026

Contiki has released its Voice of a Generation 2025 report, offering a detailed look at how over 1,000 young Canadians plan to travel in 2026.

The findings point to a cohort redefining value, reshaping expectations, and demanding more intentional experiences. For travel advisors, the insights highlight clear opportunities to tailor product, messaging, and sales strategies for next year’s peak season.

“The Voice of a Generation survey is one of our favourite moments of the year because it gives us a direct window into what travellers want from their next trip,” said Toni Ambler, chief customer officer, in a press release.

“Now in its fifth year, the survey helps us understand the top motivators and expectations of Gen Z and Millennial travellers. This insight is invaluable for travel advisors, as it shows how the next generation is shaping the travel experience and allows travel professionals to guide their clients toward trips that truly match their priorities and exceed expectations.”

Key trends for 2026

1. Sustainability Over Sightseeing

Responsible exploration is eclipsing the desire to simply check off major landmarks.

• 70% of respondents said they would skip a bucket-list destination or choose a less-crowded alternative to help combat overtourism.
• 35% actively seek out sustainable travel experiences from environmentally conscious brands.
• 14% prioritize sustainability above all other factors.

For advisors, this signals growing demand for itineraries featuring off-peak travel, lesser-visited destinations, responsible operators, and experiences with a lighter footprint.

2. Nostalgia travel is surging

Young travellers are looking backward to move forward.

83% have already recreated a childhood trip or plan to do so.

This opens opportunities to position classic family destinations, reimagined road trips, and heritage-inspired itineraries—updated with the social, cultural, and experiential elements today’s travellers expect.

3. Time is the new luxury

Gen Z and Millennials are showing a clear willingness to invest in experiences—on their own terms.

Nearly one-third have used or are considering Buy Now, Pay Later options to fund travel.

55% would trade a salary increase for more paid time off.

This shift underscores the importance of flexible payment plans, clear value propositions, and messaging that emphasizes making the most of precious vacation days.

4. Tech boundaries are evolving

Despite being the most connected generations, young travellers increasingly crave separation from their screens.

88% would give up their phones entirely for a free trip.

While 81% still hesitate to let AI book their entire trip, many cite ChatGPT as a trusted planning tool—showing that human expertise remains vital, but AI-assisted research is becoming standard.

For advisors, this confirms that while digital tools play a growing role, travellers still want authentic guidance and real human connection.

5. Travel as a wellness reset

Burnout is emerging as a primary driver for booking a getaway.

• 60% cite general burnout as their biggest motivator for travel.
• 24% point to tech burnout specifically.

Over 50% say maintaining a wellness routine while away is important.

Expect increasing interest in slower-paced itineraries, wellness add-ons, restorative retreats, and trips that offer both connection and downtime.

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