Gen Y and Z travel intent for 2025: Social media a major deciding factor in key demographics

By Pune Media On Sep 26, 2024 44

Ibis, a leading economy hotel brand under the Accor umbrella, has unveiled its first global travel trends report focused on Generation Y and Z. In collaboration with the travel trend forecasting agency Globetrender, the report explores the evolving travel preferences and intentions of young travelers worldwide, offering insights into the future of travel in 2025.

Based on a survey of 9,000 consumers from eight major markets— the UK, USA, Brazil, France, Germany, India, Australia, and China— the findings highlight key trends shaping the travel industry as Millennials and Gen Z prioritise experiences over material goods.

According to the report, 58% of respondents globally believe “experiences are better than stuff,” a mindset that is redefining travel expectations.

Jean-Yves Minet, Global Brand President of Midscale & Economy at Accor, emphasised this shift in travel focus, stating, “Travel is not just about reaching a destination. It’s about connecting with people, places, and moments that inspire us. Our role is to provide comfort, convenience, and seamless service to support our guests’ journey toward meaningful experiences.”

The report also sheds light on the role of social media in influencing travel decisions. A notable 25% of respondents reported that they would only book a vacation they had seen on social media, with this figure rising to 39% among Gen Y and Z. Additionally, budget remains a critical factor, with 44% of travelers citing cost as a primary consideration when choosing a destination, followed by surroundings (42%) and weather (33%).

Top 10 travel trends for Gen Y and Z in 2025

The Ibis report identifies 10 significant trends shaping how Millennials and Gen Z will approach travel in 2025:

TikTok Trailblazing: With 17% of travellers citing TikTok as a source of travel inspiration (rising to 27% for Instagram), viral content is driving tourism to trending destinations.
City Hopping: In 2025, 26% of travellers plan to visit multiple cities during one trip.
Gig Tripping: Nearly half (48%) of Gen Z/Y travellers prioritise attending events or festivals over merely checking destinations off their travel lists.
Stadium Safaris: Sports tourism is growing, with 13% of young travellers eager to visit iconic stadiums or attend major sporting events.
Weekend Extenders: 12% of Gen Z/Y travellers plan to take “workations” in 2025, while 23% are interested in combining business and leisure by working abroad.
Scene Seeking: For 33% of Gen Z/Y travellers, a sense of belonging is essential, particularly for LGBTQ+ individuals seeking deeper community connections beyond traditional Pride events.
Gastro Globetrotting: Culinary tourism is on the rise, with 92% of young travellers considering local food important, and 49% rating it as “very important.”
Tribe Travel: In 2025, 28% of young travellers intend to travel with friends, driven by a desire for connection and shared experiences.
Set Jetting: Popular filming locations are drawing in 8% of Gen Z/Y tourists, eager to explore the backdrops of their favorite movies and TV shows.
Nocturnal Activities: Nightlife remains a key draw for 8% of travelers, with the figure rising to 14% for the 18-24 age group, as they seek out vibrant after-dark experiences.

The report provides a look at how travel preferences are evolving, with Jenny Southan, CEO of Globetrender, noting that understanding “why” people travel is as important as “where” they go. According to Southan, “Gen Z and Millennials are setting trends that can impact entire economies, from travel decisions sparked by viral TikToks to large-scale cultural events like concerts.”

Download the full report here.

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