New Survey by BCG’s Center for Customer Insight Unpacks the Traveler of the Future: Who They Are, What Motivates Them, and How They Plan Their Trips
BOSTON—Leisure travel is set to triple in value by 2040, growing from $5 trillion today to $15 trillion, according to a new report by Boston Consulting Group (BCG).
But it’s not international jet-setting fueling the boom. The real engine is closer to home: domestic leisure travel is projected to generate nearly $12 trillion by 2040, while regional travel is set to triple to more than $2 trillion. International travel will grow the fastest but still hold the smallest share—reaching $1.4 trillion.
Meanwhile, the next wave of travelers is increasingly coming from emerging markets like China, India, Saudi Arabia, and Vietnam—outpacing traditional tourism heavyweights like the US, UK, and Germany.
These are among the findings of BCG’s report, Unpacking the $15 Trillion Opportunity in Leisure Travel , based on a survey of nearly 5,000 travelers across 11 countries, conducted by BCG’s Center for Customer Insight, plus an analysis of travel patterns in 68 markets.
“With more people taking vacations—and taking them more frequently—we’re seeing a profound shift in who’s traveling, what they expect, and how they plan their journeys,” said Christina Mühlenbein, a BCG managing director and partner, and a coauthor of the report. “New demographics, digital habits, and expectations are rewriting the rules.”
Trends Shaping the Traveler of the Future
- Millennials and Gen-Zers are now the most influential travelers globally. They plan more trips and spend more compared with older generations. These younger travelers are digitally savvy and socially conscious.
- Once considered niche, solo travel is now mainstream. Today, 18% to 39% of travelers say they take solo trips. This is often driven by younger adventurers seeking cultural experiences, spiritual getaways, or wellness retreats over traditional beach vacations.
- “Bleisure” travel isn’t just a pandemic-era phenomenon. In China, India, Nigeria, and Saudi Arabia, more than 70% of travelers plan to combine business and leisure trips. This compares with just 15% to 30% in the US, UK, and Germany.
What Travelers Want
Across all markets, relaxing and spending quality time with loved ones remain top reasons to travel, but how people relax is shifting. While traditional beach getaways, urban adventures, and nature experiences are still popular, BCG’s report finds that travelers are increasingly motivated by cultural exploration, health and wellness retreats, and spiritual or religious journeys. Food tourism is also booming, where Chinese, Vietnamese, and Indonesian travelers ranked food as a top motivator.
“People are seeking travel experiences that reflect who they are,” said Dennis Utzerath, a BCG managing director and partner, and a coauthor of the report. “Traditional beach and city getaways haven’t lost their charm. But more and more, travelers are prioritizing meaning, convenience, and personal fulfillment alongside relaxation.”
AI Is the New Travel Agent
Travelers—especially those from emerging markets—are turning to AI for their trip plans. Many consumers in China (65%), India (59%), Indonesia (58%), and Vietnam (51%) report that they’re using AI-powered tools and chatbots to plan and book trips. But 79% to 85% of travelers from these same markets also say that human touch points remain important.
“The travelers of tomorrow look different—who they are, who they travel with (or without), what they expect, and how they make decisions,” said Lara Koslow, a BCG managing director and senior partner, and a coauthor of the report. “To stay relevant, travel companies will need to get ahead of these shifts—or risk being left off the itinerary.”
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About BCG’s Center for Customer Insight
Boston Consulting Group’s Center for Customer Insight (CCI) applies a unique, integrated approach that combines quantitative and qualitative consumer research with a deep understanding of business strategy and competitive dynamics. The center works closely with BCG’s various practices to translate its insights into actionable strategies that lead to tangible economic impact for our clients. In the course of its work, the center has amassed a rich set of proprietary data on consumers from around the world, in both emerging and developed markets. The CCI is sponsored by BCG’s Marketing, Sales & Pricing practice and Global Advantage practice. For more information, please visit the Center for Customer Insight .