Is Group Travel Out of Style? Young Travelers Reveal New Overseas Travel Trends – Experts: Taiwanese Now Prefer These 2 Types of Itineraries

As the world enters the post-pandemic era, enthusiasm for international travel continues to rise. However, the travel behaviors of Taiwanese tourists have undergone significant changes compared to the past. According to frontline observations from travel agencies, the once-dominant model of large group tours is losing popularity, while demand for independent travel, premium small-group tours, and highly customized itineraries is rapidly increasing. Notably, a new travel habit—'short trips, multiple visits'—is also gaining traction.

In response to this major shift in consumer behavior, travel agencies are reevaluating and adjusting their product strategies. Instead of focusing solely on price wars, companies are now prioritizing the development of high-value tours that offer depth and local authenticity, aiming to carve out a unique blue ocean in the fiercely competitive overseas travel market.

How has Taiwanese travelers' appetite for travel changed? Short, frequent trips and customized small groups are now mainstream.

According to a recent survey by Lü Tianxia on Taiwanese travelers' preferences, consumer behavior has fundamentally shifted. Modern itineraries are expected to offer both depth and flexibility. Coupled with changing vacation habits and mindsets, the 'short trips, multiple visits' model—characterized by short-duration, high-frequency overseas travel—is seeing significant growth. At the same time, demand for premium small-group tours (such as family or friend trips), themed travel experiences, and fully customized itineraries has also risen notably.

Among all age groups, the shift is most pronounced among younger travelers. This demographic strongly favors independent travel and fully personalized itineraries, putting immense pressure on traditional travel agencies to transform. In response, major operators are enhancing their offerings in themed and in-depth local experiences, while actively investing in digital transformation and brand upgrading.

Do young travelers prefer independent travel? Travel agencies accelerate transformation by entering capital markets.

Xu Zhe-lang, spokesperson for Lü Tianxia, pointed out that the post-pandemic travel market shows a dual trend of 'recovery in volume and structural change.' Today’s travelers no longer blindly chase low-priced products but instead prioritize overall itinerary quality, authentic travel experiences, and a sense of safety while abroad.

Facing these shifts in consumer habits, Xu admitted that travel agencies will increasingly focus on developing innovative travel products. The industry aims to create high-value offerings such as themed tours and immersive local experiences, differentiating themselves from price-based competition and meeting the new quality standards demanded by modern Taiwanese travelers.