Adventurous Britons travel seven times further than their parents did by the same age
01:24 GMT, 1 December 2012
The average Briton will travel 18,324 miles by the time they reach 40 – almost seven times as far as their parents did by the same age.
Researchers found that on turning 40, the typical adult will have been on at least 13 holidays abroad and another 21 in the UK.
While today’s Brits are travelling to far flung destinations with their families, on average the previous generation travelled only as far as Italy.
Jet-setters: According to research people are travelling further afield now, with 40 year old's going almost seven times as far as their parents
Research shows travellers today are becoming more and more adventurous, with seven in 10 choosing destinations where they can experience unknown cultures and sights.
Abigail Comber, head of brands at British Airways, which conducted a survey of 1,850 adults to re-launch its inflight magazine ‘Highlife’ said: 'Knowledge is social currency and has given rise to a new type of traveller, looking to experience a place, not just visit it.
'The ‘Generation Curious’ visitor wants to learn about a country’s customs, food and drink and local people.
'We are seeing a generational change where children, teenagers and young adults are travelling further than their parents; experiencing new cultures and different ways of living.'
The study of 1,850 adults shows that forty years ago adults would have taken around five holidays abroad – visiting France, Spain, Germany, Italy and Belgium.
Lisbon in Portugal and New York in the U.S. tend to be on more people's lists of places they have travelled than the previous generation
And while they would have taken 15 holidays in the UK, this is still six fewer than modern families today.
Today’s adults have been to at least 13 countries – including Portugal, Turkey, America and Cyprus.
Four in 10 adults claim they now travel more than ever, with 71 per cent of these claiming they can now afford to go abroad.
A further half of Brits want to go on holiday and experience the world before it’s too late.
And when reaching their destination six in 10 people prefer to stray from typically touristy areas, soaking up some local culture instead.
In addition, eight in 10 people love to sample local cuisine, while two thirds like to talk to the people who live locally where possible.
And instead of lounging on the beach all day, seven in 10 holidaymakers like to visit all the historical landmarks while 57 per cent will pay for sight-seeing trips.
MOST COMMON DESTINATIONS FOR PREVIOUS GENERATION BY AGE 40
France – 212 miles (Paris)
Spain – 785 miles (Barcelona)
Germany – 569 miles (Munich)
Italy – 889 miles (Rome)
Belgium – 198 miles (Brussels)
MOST COMMON DESTINATIONS FOR AVERAGE 40 YEAR OLD TODAY
USA – 3663 miles (Washington)
Canary Islands – 1808 miles
Portugal – 911 miles
Cyprus – 1979 miles
New York – 3459 miles
In contrast, more than two thirds of adults remember their childhood holidays as being typical ‘bucket and spade’ breaks, and 78 per cent firmly believe they experience more on their holidays now than their parents ever did.
Kerry Smith, editor of Highlife Magazine, said: 'British Airways High Life Magazine has re-launched to respond to the needs of ‘Generation Curious’.
'21st century air travel is about tuning in to all that’s really happening in the world.
'Highlife Magazine will inspire passengers on their journeys of discovery; changing their view in the only way travel can.'