Quicktake: Gen Z is leading the way in summer travel plans
Gen Z leads the way in summer vacation plans
With the summer travel season kicking off, consumers are packing their bags and looking forward to another vacation: 80% of this year’s summer travelers took a summer vacation last year. While most (76%) will stay within the U.S., 27% will travel outside the country, led by Gen Z at 35%. More people will be hitting the skies this year with 53% expecting to fly to their destinations compared to 48% last summer, here again led by Gen Z at 61%.
Most plan to treat themselves to restaurant meals and shopping
Most (70%) summer travelers plan to purchase restaurant meals, consistent across all generations. Shopping is also popular, with 57% planning to shop, led by Gen Z at 61%.
Plan to shop while vacationing
Gen Z is more willing to pay for perks and extras
While 59% of average travelers expect to purchase perks and extras, 76% of Gen Z will do so, including tours (27%), premium upgrades (23%), skip the line/priority access (17%) and more.
Plan to purchase extras and perks
Nine in 10 will go shopping to prepare for their trip
Nine in 10 (88%) summer travelers will go shopping to prepare for their trips. Apparel (66%), footwear (41%) and beauty/personal care items (39%) top their lists, again led by Gen Z.
Shopping to prepare for trip
Key takeaway: Gen Z is leading the way in summer vacation plans
While consumers across all generations are looking forward to a summer vacation, many plans to spend are being led by Gen Z. Many in this younger generation aren’t looking for bare bones – they want something splurge-worthy. Brands looking to serve this customer should showcase aspirational and elevated products and experiences that contribute to building that perfect trip.
Source: Bread Financial proprietary study, Summer Travel, May 2025
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Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions, including Bread Financial general purpose credit cards and savings products, empower our customers and their passions for a better life. Additionally, we deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, jewelry and specialty apparel through our private label and co-brand credit cards and pay-over-time products providing choice and value to our shared customers.
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