LIFT News

South Africa’s Younger Generation is Leading a Travel Surge, LIFT Research Reveals

South Africa’s skies are buzzing with youthful energy, LIFT learned, through its recent partnership with InfoQuest to conduct national research on South African travel habits over the past 12 months. The results revealed that younger travellers are taking to the skies more often than their older counterparts, and their tech preferences are different, too. The research also points to friendly service being a top requirement for air travel. 

Let the youngins fly! 

The research shows that 38% of South Africans aged 18-34 travelled most recently, compared to 36% of the 35+ age group, who travelled only within the last 2-3 months. 

The growing trend among younger travellers indicates a shift in South Africa’s travel market, with millennials and Gen Z taking the lead in exploring domestic destinations. Haydn Henning, LIFT Brand Manager notes, “We’re seeing a younger demographic embracing travel at an unprecedented rate, which bodes well for the local tourism sector’s recovery.” 

The busiest routes remain the “golden triangle” connecting Johannesburg, Cape Town, and Durban. Cape Town International Airport reported a 6% rise in domestic passengers year-on-year, and LIFT’s festive season performance reflected this trend. Over December 2024 and January 2025, LIFT welcomed more than 160,000 passengers on board – marking the airline’s busiest season yet.

The Bleisure Boom

The rise of “bleisure” travel – blending business and leisure – continues to shape flight habits, with 45% of respondents flying quarterly and 33% travelling monthly. Younger travellers are particularly drawn to the flexibility of combining work with play, while high-income earners dominate the business travel space.

Service That Soars Above Expectations

Friendly check-in service remains a top priority for 70% of respondents, showing that customer service can impact a trip. “As suspected, a friendly disposition does not go unnoticed. That’s why we focus on providing a warm, welcoming service – from check-in to our complimentary onboard offerings such as our vida e caffè coffee and delicious snacks,” says Henning. 

This focus on service has been a cornerstone of LIFT’s success. In 2024, the airline made waves with creative initiatives such as a Silent Disco Comedy Show, a Fashion Show at 36,000 feet, and partnerships with Checkers Sixty60 and Maybelline. “These experiences aren’t just about flying – they’re about creating memorable moments,” adds Henning.

Tech-Savvy Travellers 

The research also highlighted generational differences in communication preferences. Younger travellers overwhelmingly prefer digital interactions via WhatsApp, apps, and social media, while older travellers stick to traditional methods. LIFT has tapped into this trend with its innovative LIFT Wallet technology, which offers upfront discounts for top-ups and seamless booking experiences.

“It’s interesting to see how communication has changed over the years. It’s easy to recognise the importance of tech today and how many prefer this method of communication.” 

“When taking a look at some of our offerings we have also made sure that our customers  benefit. While we don’t offer a traditional loyalty program that requires hundreds of flights to benefit, LIFT offers the option of getting value through our discounted LIFT Wallet top-ups and great onboard value, on every flight,” Henning explains. 

Flying frequently should be done comfortably

With the 25–34 age group dominating business travel and 18–24-year-olds prioritising leisure, LIFT’s services cater to both worlds. LIFT Premium offers added comfort, extra legroom, and delicious meal options for business and leisure travellers alike. And for those who travel with furry friends, LIFT’s pet-friendly policy has welcomed over 14,600 paws onboard since its launch.

What’s next for 2025?

When choosing an airline, 56% of respondents rated ‘quality customer service’ as their top priority, followed by ease of booking at 48%. “Our research confirmed that quality service and flexibility remain the top priorities for travellers,” concludes Henning. “With options like penalty-free booking changes and features like the LIFT Wallet, we’re constantly adapting to meet our travellers’ needs. As we embark on a new year, their continued support is what keeps us flying high.”

Having flown the equivalent of 500 trips around the Earth since its launch, LIFT is ready to soar to even greater heights in 2025, one memorable flight at a time.