Ibis Unveils Travel Trends and Preferences of Millennials and Gen Z
Paris, September 19, 2024 – ibis, the world’s best-known economy hotel brand, has published its first report on the evolution of travel intentions around the world, particularly those of Generations Y and Z, in collaboration with Globetrender, the largest travel trend forecasting firm.
Unveiled to coincide with the brand’s new ‘Go get it’ campaign, data collected by ibis from 9,000 consumers across eight key markets (UK, US, Brazil, France, Germany, India, Australia and China) reveals the current trends in travel intent, dynamics that will impact the industry and inspire millennials and Gen Z as they travel the world in 2025 in search of the best experiences.
ibis data reveals that 58% of respondents believe that “experiences are more important than material possessions.” This is a critical metric for the travel industry and one that ibis is leading the way in. The latest insights from the brand’s Go get it campaign show that travel is increasingly about experiences that foster personal growth, connection to culture and a sense of community. Whether it’s attending a concert, immersing yourself in local traditions or visiting destinations seen in your favourite films or series, travellers are increasingly prioritising meaningful experiences that align with their identity.
Jean-Yves Minet, General Manager Midscale and Economy Brands , Accor, explains: “At ibis, we are convinced that travel cannot be limited to the destination, but must create links with inspiring places and people, for enchanting moments. For us, travel is defined by its objective and our role is to meet the expectations of our customers in all simplicity, with this triple promise: practicality, comfort and quality service. Our customers come to our establishments for a meeting, an event, a concert, a trip with family or friends… to enrich and be enriched by their destination.”
As the desire to explore the world grows stronger than ever, the ibis report delivers valuable insights into the top 10 travel trends for 2025 that are as relevant to the industry as they are to travelers. ibis data explores the impact of social media on travel, revealing that 25% of travelers “only book a stay after seeing the destination on social media,” a statistic that rises to 39% for millennials and millennials.
Across the world, the cost of travel remains the main factor influencing the choice of destination for 44% of travellers, closely followed by the setting (42%) and the weather, third factor for 33% of respondents (42% for UK travellers).
Jean-Yves Minet adds: Budget should not prevent you from making the most of your stay. ibis warmly welcomes all types of customers: from young people booking their very first stay to seasoned travelers exploring the world on a budget, to those who prefer to preserve their budget to treat themselves to incomparable experiences. Our customers choose ibis for its quality offer and its ideally located hotels, which guarantee a comfortable stay allowing them to make the most of their destination. They can thus devote their days to discovering the best restaurants, the best attractions and the best experiences, and to fully live their adventures. These are the motivations that drive travel intentions, which we are determined to inspire, because we know that the more involved we are in your stay, the more you will appreciate it. Whatever the reason why you have chosen ibis, we will make sure that you adopt the “Go get it” spirit!
The 10 trends that will shape the travel desires of generations Z/Y in 2025
1. TikTok, a trendsetter : Gen Z travelers are turning to destinations that have gone viral on TikTok, or looking for lesser-known destinations that they can brag about having visited. ibis data: 17% of travelers cite TikTok as their main source of inspiration for choosing their destination, compared to 27% who cite Instagram.
2. City Hopping : Short city breaks are on the rise. Rather than limiting themselves to a single city destination, travellers will increasingly visit multiple cities in a single trip in 2025 and beyond. ibis data: 26% of respondents say they plan at least two short city breaks in 2025.
3. Gig Tripping : Younger generations choose their vacation destination so they can attend a specific music festival, concert or show. ibis data: 48% of Gen Z/Y travelers say that “the quality of the experience is more important than the quantity of destinations visited.”
4. Stadium Safaris : Stadium ambiance is emerging as a key driver of travel decisions, with Gen Z and Millennials planning their trips around major sporting events or visits to iconic stadiums or venues. ibis data: 13% of Gen Y/Z want to attend sporting events or visit stadiums.
5. Long weekends : Remote work and flexible schedules are increasingly allowing travelers to turn long weekends into extended vacations, combining work with relaxation. ibis data: 12% of Gen Z/Y travelers plan to go on vacation in 2025, and 23% of these travelers would like to mix work and vacation by extending their stay while working from abroad.
6. Scene Seeking : For Gen Z and Millennials, travel is often about strengthening their sense of belonging by joining a community that aligns with their personal values. This is especially true for LGBTQ+ travelers, who are looking for destinations that go beyond Pride marches to places where they can get involved in local life year-round. ibis data: 33% of Gen Z/Y travelers say it’s important to feel like you’re part of the destination.
7. Foodie globetrotters : Food lovers plan their itineraries around culinary experiences, whether it’s street food tours or Michelin-starred restaurants. ibis data: 92% of millennial/millennial travelers say the local food scene is important, with 49% saying it’s very important and 44% saying it’s somewhat important.
8. Tribe Travel : A trend that draws on the deep human need for togetherness and belonging, and the desire to maintain authentic connections with loved ones through shared experiences. ibis data: 28% of Generations Y/Z intend to travel with friends in 2025.
9. Set Jetting : Tourists flock to the filming locations of blockbuster movies and series, wanting to see for themselves the on-screen settings of their favorite stories. ibis data: 8% of Gen Z/Y travelers prioritize discovering filming locations.
10. Nightlife : Night owls seek out destinations known for their vibrant nightlife, whether it’s nightclubs or unique experiences to enjoy after dark. ibis data: 8% of Gen Z/Y travelers say nightlife is in their top three travel experiences, rising to 14% for 18-24 year olds.
About the report
The report, “Go get it: How Gen Z and Y will travel in 2025,” focuses on the travel intentions of Gen Z and Millennials for 2025, based on a global survey commissioned by ibis and insights from Globetrender, the world’s leading travel forecasting firm. The survey gathered insights from 9,000 respondents in eight countries (the US, UK, Australia, France, Germany, Brazil, China and India), providing a snapshot of travelers’ priorities for the year ahead.
Jenny Southan, Founder, Editor-in-Chief and CEO of Globetrender, says: “When it comes to predicting the future of travel, understanding why people travel is just as important as understanding where they go, especially when it comes to the decisions made by Gen Z (a rising consumer demographic) and the world’s most travelled generation, Millennials. The tastemakers from these generations have the ability to spark new desires with incredible speed on TikTok, or even disrupt entire economies, such as when they inspire their audiences to attend a Taylor Swift concert in droves. Never before have culture, geopolitics, work-life balance, identity and travel consumption been so intertwined.” In this ever-changing environment, the trends we have identified in travel intentions give us a better understanding of what will motivate Generation Z and Y in 2025. The report also includes a calendar of the biggest events taking place in 2025 around the world, to inspire professionals and travelers alike.