Millennials Reveal Desire to Connect with Historic Places

In with the old, out with the new.

According to a new survey, Millennials and Historic Preservation: A Deep Dive Into Attitudes and Values, nearly 97 percent of the nation’s largest and most diverse generation appreciates the value of historic preservation.

Commissioned by American Express and the National Trust for Historic Preservation, the survey reveals the role preservation plays in the millennial travel experience.

According to the survey, the 18–35 age group is twice as likely to opt for shopping and dining in historic downtown areas and in places with historic appeal over malls and planned commercial districts or recently constructed places. Additionally, more than 75 percent would rather spend money at businesses supporting efforts to preserve and protect historic buildings, architecture and neighborhoods over those that don’t.

The study found character plays an important role in both the daily lives and travel experiences of millennials. Forty-four percent prefer to live in a neighborhood with historic character and 50 percent view historic preservation as important for engaging in authentic experiences, preserving community and creatively re-using structures.

When traveling, three out of four millennials enjoy exploring the history of an area and two-thirds are interested in staying in historic hotels.

While millennials are often thought to embrace the modern, particularly in terms of technology and digital innovations, the survey conducted by American Express tells a slightly different ­— and rather refreshing ­— story.