Ibis, one of the most prominent hotel brands of the Accor Group, has presented its first global report on travel trends, focusing on generations Y (Millennials) and Z.
In collaboration with the travel trend forecasting agency Globe trender, the report offers a detailed insight into the preferences and expectations of young travelers around the world, and anticipates what the tourism landscape will look like in 2025.
Based on a survey of 9,000 consumers in eight key markets (United Kingdom, United States, Brazil, France, Germany, India, Australia and China), the study highlights that younger generations value experiences more than material goods. 58% of respondents believe that “experiences are better than things”, a mindset that is transforming travel expectations.
Jean-Yves Minet, Global President of Mid-range and Economy Brands at Accor, underlined this shift in focus, saying: “Travel is not just about getting to a destination, but about connecting with people, places and moments that inspire us. Our role is to offer convenience and impeccable service to support our guests in their quest for meaningful experiences.”
The Impact of Social Media on Travel Decisions
The report also highlights the crucial role of social media in travel planning. 25% of respondents say they would only book a holiday they had previously seen on social media, a figure that rises to 39% among Millennials and Gen Z. In addition, budget remains a decisive factor for 44% of travelers, followed by setting (42%) and weather (33%).
Top 10 Travel Trends for Generations Y and Z in 2025
Ibis report identifies the top trends that will shape the way young people travel in 2025:
TikTok as Travel Inspiration: 17% of travelers cite TikTok as a source of inspiration for their destinations, a percentage that rises to 27% when it comes to Instagram.
Urban Tourism: 26% of travelers plan to visit multiple cities in one trip.
Event Travel: Nearly half (48%) of young people prioritize attending events or festivals rather than simply checking destinations off their bucket list.
Sports Safaris: Sports tourism is booming, with 13% of young travelers interested in visiting iconic stadiums or major sporting events.
Workations and Weekend Extensions: 12% of young travelers plan to work while traveling, while 23% are interested in combining business and leisure by working abroad.
Community Connections: For 33% of Gen Y and Z travelers, a sense of belonging is key, especially for the LGBTQ+ community.
Food Tourism: 92% of young people consider local gastronomy important, and 49% rate it as “very important.”
Group Travel: 28% of young people plan to travel with friends in 2025, seeking shared experiences and greater connection.
Film Tourism: 8% of young people are attracted to destinations where popular movies or series have been filmed.
Nightlife: For 14% of young people between 18 and 24 years old, nightlife is a key aspect of their travel experience.
The report not only reveals how generations Y and Z are redefining the way we travel, but also the impact their decisions can have on global economies.
As Jenny Southan, CEO of Globetrender, mentions, understanding “why” young people travel is as important as knowing “where” they go. Social media and cultural events emerge as determining factors that will influence the tourism industry by 2025.
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