Recent surveys carried out by a number of companies and industry bodies, including the Advantage Travel Partnership, have highlighted the millennial market as those who will be at the helm of travel recovery.

At G Adventures, we have seen significant uplift in searches for our 18-to-thirtysomething tours, further demonstrating the desire and intent among younger travellers to travel.

Driven by their exposure to social media and the ability to travel generally without restriction, millennials are a free-spirited generation, who crave and have become accustomed to freedom.

The opportunity to explore new places and discover new experiences is often seen as the norm and yet, for the first time, this generation is experiencing the constraints of closed borders, quarantine regulations, and a lack of free movement.

While lockdown took away not only their opportunity to travel internationally, but to travel beyond their home area, the desire to get out and stretch their wings has become stronger among our millennial friends.

With boldness and a determination to travel definitely present among the younger travellers, this sentiment is balanced with a desire for safety as well.

Having seen travellers caught in destinations as countries closed their borders, millennials and Generation Z may put independent travel plans on ice for the coming months – opting instead to travel with an organised group who can support them, should they need it.

Those who offer dedicated tour leaders, or chief experience officers as we call them at G Adventures, who act as a 24/7 safety nets for young travellers, can offer an additional level of reassurance.

Companies will need to remain sympathetic to this demographic’s desire for freedom and choice. Restricted itineraries with rigid inclusions may not work well, with young travellers instead seeking trips where they can customise and build their own daily itinerary around group activities.

Our 18-to-thirtysomething travel style is centred around celebrating freedom and is designed to offer adventure on their terms, allowing travellers to pick and choose from optional activities, head into town to explore or unwind with a good book if they want - just as they would if travelling alone.

So where will these young, freedom seekers head to when travel opens up? That’s the million dollar question, but behaviours are indicating destinations in Asia, which are traditionally popular with travellers looking to complete the southeast Asia circuit, will continue to be high on the agenda.

Central America, where they can enjoy everything from beaches and surfing, to jungles and wildlife - all within a decent budget - is also proving popular.

As more of these destinations open their borders, such as Thailand on the 1July, younger travellers will drive bookings with their pursuit of freedom, with lead times looking to be considerably shorter than those for the over 40s market.

As the green shoots begin to emerge, travel agents will be presented with a real opportunity to capture the pent up desire to travel from the younger traveller market.

The role of a travel expert to connect these young travellers with the right tour, advise on safety, destination and restrictions will be more important than ever.