Ibis, a prominent economy hotel brand under the Accor umbrella, has released its inaugural global travel trends report focusing on Generation Y (Millennials) and Generation Z. In collaboration with the travel trend forecasting agency Globetrender, the report delves into the evolving travel preferences of young travelers worldwide, offering valuable insights into what to expect in 2025.
A significant 58% of respondents globally believe that “experiences are better than stuff.” This mindset is reshaping travel expectations, with young travelers prioritizing meaningful interactions over traditional luxury.
The report reveals that 25% of travelers would only book vacations they had seen on social media, a figure that escalates to 39% among Gen Y and Z. This highlights the critical role social media plays in shaping travel choices and trends.
Cost remains a primary concern for young travelers, with 44% citing it as a key factor in destination selection. Other important considerations include the surrounding environment (42%) and weather conditions (33%).
Emerging Trends for 2025:
The report identifies ten significant trends that will influence how Millennials and Gen Z approach travel in 2025
1. ExperienceCentric Travel: A shift towards immersive experiences rather than mere sightseeing.
2. Social Media Influence: Increased reliance on platforms like TikTok and Instagram for inspiration.
3. Sustainability Focus: Greater emphasis on ecofriendly travel options.
4. Cultural Engagement: Interest in local cultures and traditions during trips.
5. Technology Integration: Use of apps and digital tools for planning and booking.
6. Health and Safety Concerns: Ongoing prioritization of health measures while traveling.
7. Flexibility in Travel Plans: Preference for adaptable itineraries that allow spontaneity.
8. Community Connection: Desire to connect with locals for authentic experiences.
9. Adventure Travel: Increased interest in adventure activities and outdoor experiences.
10. Personalization of Experiences: Demand for tailored travel experiences that cater to individual preferences.
JeanYves Minet, Global Brand President of Midscale & Economy at Accor, emphasized this transformative 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.” He highlighted Ibis’s commitment to providing comfort and seamless service to support guests in their pursuit of meaningful experiences.
Jenny Southan, CEO of Globetrender, further noted the importance of understanding “why” people travel, alongside “where” they go. She remarked that Gen Z and Millennials are setting trends capable of impacting entire economies, driven by viral content and cultural events.
This report underscores the necessity for the travel industry to adapt to the changing preferences of younger generations as they prepare for a future where social media plays an integral role in shaping travel experiences.
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