New global study reveals generational and global perspectives on the value of travel, inspiring Four Seasons to create experiences big and small that make the most of every moment.

In a year where we have been given one extra day, Four Seasons set out to discover what is most meaningful to travellers, looking at both the value of time off and how we choose to spend that time. 

According to a new global study commissioned by Four Seasons, almost everyone surveyed, across geographies and age groups, valued more vacation time over more money if given the choice, reaffirming that time continues to be the greatest luxury of all. The study of adults from the US, UK, China and the *GCC revealed that more than half of Millennials (54%), Gen X (53%) and Boomers (56%) would opt for more vacation days over more compensation.  Only Gen Z – many of whom have the luxury of more time yet seek financial independence – value a raise (62%) over more days off (38%).

By contrast, the wish list for how we spend our time while travelling is much more universal, spanning all generations surveyed. Reflecting our ongoing quest for self-fulfilment, travellers of all ages seek meaningful and personally fulfilling experiences, both big and small, that leave them feeling more interested in different cultures, more engaged with the world, and more deeply connected to themselves and others.

"As we continue to innovate the Four Seasons guest experience, our global market research provides insight into how travellers prioritise and value time, both generationally and across regions," says Christian Clerc, President, Global Operations, Four Seasons Hotels and Resorts.

"Today's travellers are seeking purpose through authentic experiences, returning home with a different understanding of the world around them. As a luxury hospitality company, we are at the forefront of this shifting consumer desire, and it inspires how we curate the guest experience, ensuring travellers leave Four Seasons with a sense of deep connection to the community and the destination's culture."

What Comfort Zone?

Travel can often lead us to do things we never dreamed possible, casting aside our daily routines so that we can experience the world differently. When it comes to life post-vacation, the key to "coming home different" might be taking part in transformative experiences that push us and broaden our horizons.

The survey found that younger travellers – Millennials and Gen Z – are bigger risk-takers compared to Boomers; however, nearly all (95%) respondents agreed that a vacation is when they would be most likely to step outside of their comfort zone.

In fact, more than a third of travellers have done something while on holiday that they didn't know they could, like trying a new sport or learning a new skill to challenge themselves mentally and physically. This is particularly true for respondents in China, where two-thirds (66%) of Chinese adults surveyed say their travel style is better described as "getting out of their comfort zone" versus other markets (45%).