What to know
- A new YouGov and Flight Centre Canada survey found 84 per cent of Gen Z and 87 per cent of Millennials are interested in taking a trip focused on their family roots.
- Just over half of young respondents said roots travel is more important to them now than it was a year ago.
- Younger travellers are increasingly looking for experiences that help them connect with family history, cultural identity and older generations.
- Cost is the biggest barrier, cited by 48 per cent of Gen Z and 51 per cent of Millennial respondents.
- Planning a multigenerational roots trip can also be challenging, with travellers having different interests, schedules, budgets and mobility needs.
For many young Canadians, the next big trip may be about more than getting away, it could be about finding out where they came from.
A new survey from YouGov and Flight Centre Canada suggests family history and cultural identity are becoming increasingly important travel motivators for Gen Z and Millennials.
According to the survey, 84 per cent of Gen Z and 87 per cent of Millennial respondents said they were interested in taking a roots-focused trip, while 51 per cent said this kind of travel matters more to them now than it did a year ago.
Young travellers seek nostalgia
The new travel trend comes alongside what seems to be a global desire for young generations to slow down and reconnect with their older generations, according to Flight Centre Canada.
In contrast to last year’s “hot girl summer” push, when many were focusing on wellness and self-growth, this year, many younger people have been “nonna maxxing.”
Making headlines across lifestyle media outlets and being a constant topic of discussion on TikTok, the term “nonna maxxing” is part of a growing trend in which younger generations are following the steps of Italian grandmothers for a slow-paced, traditional lifestyle.
The trend goes from eating traditional Italian food, including fresh pasta and organic tomato sauce, over industrialized options to adopting routine habits like nature walking and taking more breaks throughout the day.
@jackiecamardo Nonna-Maxxing 101: Ep 1. 🍝🍷🥖 let me know, what did your grandparents do that you wish we did more of? Follow along for a nonna-maxxed summer with lots of walking, fresh pasta, and the Italian-Nonna approved secrets 🍓making a summer strawberry galette, let me know if you want the recipe! topped with marscapone but vanilla ice cream would be SO good! • f/t my red @KitchenAid and @Williams Sonoma apron #nonnamaxxing #italiansummer ♬ La Dolce Vita – Fausto Papeti
The trend also shows up in travel, with the term “grandma tourism” also gaining popularity online. According to a survey by Get Your Guide, 76 per cent of global travellers say they now seek a “grandma-inspired” experience when travelling, while 69 per cent say they prefer to hear from older local guides than younger ones, including pasta classes, or granny-led tours.
What Canadians hope to take from roots travel
In a country known for its cultural diversity, roots travelling can take on an ever deeper meaning.
With the latest Canadian census data showing over 450 ethnic or cultural origins reported across the country and an immigrant population of 23 per cent, cultural trips and trends might give many Canadians a chance to learn more and connect with their roots.
“A faded photo, an old address or story shared at a family gathering can suddenly come to life when you’re standing in that place yourself,” Anita Emilio, executive vice president of Flight Centre Canada, said.
“Roots travel turns family history into something you can see, experience and share with the people who remember it.”
In fact, an older Flight Centre survey found that nearly 80 per cent of Gen Z and millennials have travelled with multiple family generations or would consider doing so.
From these respondents, 57 per cent of Gen Z and 61 per cent of Millennials said they’d like to learn more about family history, while 52 per cent and 61 per cent respectively said they’d like to understand cultural identity.
Travel costs still in the way
Meanwhile, Flight Centre says nine in 10 young travellers still face barriers to cultural travel, while cost remains the biggest obstacle for 48 per cent of Gen Z and 51 per cent of Millennials.
At the same time, others say they have limited time to research and plan, some say they don’t know where to start, and some say coordinating it might be difficult.
In fact, Emilio said planning a trip involving multiple generations might come with difficulty, as travellers might have different ideas in mind.
“A grandparent might want to find where family is laid to rest; mom wants to understand where she came from; a teenager might want a restaurant and Wi-Fi. To make sure everyone gets something out of the trip means balancing different interests, attention spans, energy levels and mobility needs,” she explained.
