Airbnb and CUPRA have presented a study on millennials' relationship with road trips that reveals a desire to travel to nearby destinations and a growing popularity of cars among this generation.
The research reveals that in Spain, 61% of millennials prefer cars for their trips, surpassing other options such as trains (24%) or planes (11%). The study indicates that 56% of millennials plan to use cars even more for travel by 2025.
While millennials have always been a generation that loves to travel—87% of them admit to traveling several times a year—their urban lifestyle and strong environmental awareness led them to forgo cars for years. However, as time has passed, this generation has started families and some of their preferences and priorities have changed.
“Especially after the pandemic, there has been an evolution in their travel habits, with a shift towards weekend getaways or long weekends and destinations in non-urban areas. The car not only offers comfort, flexibility, and independence, but with the emergence of more environmentally friendly alternatives such as hybrid or 100% electric cars, they have found a better solution to their interest in a more sustainable lifestyle. 50% take the environmental impact into account when making travel decisions, and 30% are already considering using more efficient vehicles, such as hybrids or electric cars,” states a press release from Airbnb.
Rural destinations are the most popular
The rise of rural and nearby destinations is another growing trend reflected in the Airbnb and CUPRA study. Rural destinations have become the preferred choice for family road trips among millennials.
One in two people seek to disconnect when traveling outside of major cities , a desire that goes hand in hand with the need to explore new places (44%). 89% would opt for a non-urban destination, and 76% already take these types of trips frequently.
“Long weekends are the perfect time to escape the routine, and the data proves it: in the last five years, nights booked in nearby destinations within a 480-kilometer radius of Spain Airbnb . Categories such as Rural Houses or National Parks are trending on the platform, showing that travelers, including millennials, are looking for places that allow them to enjoy family time and sustainable tourism where they can set the pace,” says Alex Rich , Business Operation Manager at Airbnb Marketing Services SL .
For this generation, the car is much more than just a means of transportation: it represents the freedom to adapt their journeys to their own schedules and preferences. A third of millennials are willing to travel up to 5 hours by car (34%), and another third would even travel up to 8 hours to reach their destination (31%).
The ability to control their itinerary, choosing their own alternative routes (44%), and the capacity to carry unrestricted luggage (39%) are two of the main reasons why cars have regained popularity. According to CUPRA data, 77% of its buyers use their car every day and travel an average of 1,208 km per month , highlighting its importance in the daily lives of this generation, where flexibility and independence are key factors.
Family getaways to non-urban destinations are the most characteristic travel pattern for millennials and also coincide with the increasing dispersion of trips recorded on Airbnb. In the summer months alone (June, July, and August 2024), more than 3,700 Spanish cities and towns registered bookings for Airbnb listings located in non-urban areas, 6% more than in the same period last year, making the summer of 2024 the most dispersed in Airbnb history in Spain.
Family getaways to non-urban destinations on Airbnb have become increasingly popular: 7 out of 10 nights booked by families in the country are outside of high-density urban areas.
CUPRA was created in 2018 and has become one of Europe's fastest growing car brands and has a global network of specialist sales outlets.
