B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
74%
74% -- consumer preference travel non negotiable for Millennials and Gen Z (2026)
74% of Millennials and Gen Z report that travel is a non-negotiable.
- Survey sample consists of adults with at least $50k+ income equivalent who typically travel at least once a year across 7 countries.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
74%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
8,082
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
55
Freshness
95
Source
Morning Consult
Primary
Tier B
https://appeal-democrat.marketminute.com/article/bizwire-2026-4-30-us-consumer-american-express-gold… ↗
Source Article
U.S. Consumer American Express® Gold Card Introduces New and Enhanced Benefits as Part of 60th Anniversary Celebration
Original Research
Morning Consult
· Original study ↗
Methodology
Morning Consult online poll conducted Dec 30, 2025 - Jan 14, 2026 among adults in US, Australia, Canada, UK, Japan, Mexico, India with $50k+ income equivalent who travel at least once a year; margin of error ±2-3 percentage points
Methodology documented
Segmentation
Industrytravel_hospitality
RegionUS
Cite this stat
Plain Text
Millennials and Gen Z: 74% consumer preference travel non negotiable. Source: Morning Consult (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/millennials-genz-travel-non-negotiable-2026
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<blockquote cite="https://lighthousedata.io/data/millennials-genz-travel-non-negotiable-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>74%</strong> -- consumer preference travel non negotiable for Millennials and Gen Z<br><small>Source: Morning Consult (2026) · <a href="https://lighthousedata.io/data/millennials-genz-travel-non-negotiable-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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