More than half (58%) of Gen Y (Millennials) and Gen Z travelers globally said they think “experiences are better than stuff,” according to a study by ibis.

The “Go get it” report, conducted in collaboration with travel trend forecasting agency Globetrender, explored the travel intent of the world’s travelers and the trends shaping the new generation of global travelers.

The report found that travel is increasingly deeply tied to experiences that foster personal growth, cultural connection and a sense of community. Whether it’s attending a concert, immersing in local traditions or even exploring destinations seen on screen, travelers are increasingly prioritizing meaningful experiences that shape who they are.

Launched to coincide with the brand’s new “Go get it” campaign, ibis data from 9,000 consumers across eight key markets globally— the U.K., U.S., Brazil, France, Germany, India, Australia and China—reveals the key travel intents trends shaping the industry and inspiring Millennials and Gen Z as they seek to go get experiences around the world in 2025.

“At ibis, we believe that travel should be about more than just the destination—it should be about actively connecting with places, people and moments that inspire and delight us,” said Jean-Yves Minet, global brand president, midscale & economy, Accor. ”For us, travel is about purpose and intent, and our role is to serve our guests’ intent seamlessly, ensuring convenience, comfort and great service. Our guests come for a meeting, event, gig, trip with friends or loved ones, to make their mark on the world and have the world make its mark on them.”

The ibis report offers insight into 10 key travel trends for 2025, each shaping the industry and the traveler. The data explores the impact of social media on travel, revealing 25% of travelers would “only book a vacation that I have seen on social media”—a statistic that increases to 39% for Gen Y/Z.

Globally, cost is still the main aspect that influences the travelers’ choice of destination, a top consideration for 44% of travelers, closely followed by the surroundings (42%) and the weather as the third key consideration for 33% of people—rising to 42% for British travelers.

10 travel trends shaping how Gen Z/Y will travel in 2025

1. TikTok trailblazing: Gen Z travelers are making a beeline for destinations that have either gone viral on TikTok—or seeking out under-the-radar destinations they can brag about. ibis data: 17% of travelers cite TikTok as their main source of inspiration when choosing which destinations to travel to vs. 27% who prioritize Instagram.
2. City hopping: The concept of the city break is expanding. Rather than limiting themselves to a single urban destination, travelers in 2025 and beyond will be combining multiple cities in one trip. ibis data: 26% of respondents stated they were planning two or more city/short breaks in 2025.
3. Gig tripping: Younger generations are choosing their holiday destination based around specific music festivals or events. ibis data: 48% of Gen Z/Y travelers say “the experience is more important than ticking somewhere off my list.”
4. Stadium safaris: The excitement of live sports is becoming a key driver for travel, and Gen Z and Millennials are planning trips around major sporting events or to visit iconic stadiums and arenas. ibis data: 13% of Gen Y/Z want to visit sporting events and stadiums.
5. Weekend extenders: Remote work and flexible schedules have allowed travelers to turn long weekends into extended vacations, blending work and leisure. ibis data: 12% of Gen Z/Y travelers plan to take a workation in 2025—and 23% of Gen Z/Y travelers would like to mix business with leisure by working abroad and extending their trips.
6. Scene seeking: For Gen Z and Millennials, travel is often about finding a sense of belonging and connecting with like-minded communities. This is especially relevant for LGBTQ+ travelers, who are looking for more than just annual Pride events—they’re seeking deeper, year-round engagement with the local scene. ibis data: 33% of Gen Z/Y travelers say it’s important to feel like they belong in the destination they choose.
7. Gastro globetrotting: Food-focused travelers are planning itineraries around culinary experiences, from street food tours to Michelin-starred restaurants. ibis data: 92% of Gen Y/Z travelers say the local food scene is important—49% say it’s very important and 44% say the local food scene is somewhat important.
8. Tribe travel: A trend that taps into the deep-seated human need for connection and community and the desire for genuine, in-person bonds made stronger by experiences. ibis data: 28% of Gen Y/Z intend to travel with friends in 2025.
9. Set jetting: Tourists are flocking to filming locations of popular films and TV shows, seeking to experience the settings of their favorite on-screen stories. ibis data: 8% of Gen Z/Y travelers are most interested in visiting filming locations when they travel.
10. Nocturnal activities: Night owls are seeking destinations known for their vibrant nightlife, from clubbing scenes to unique after-dark experiences. ibis data: 8% of Gen Z/Y travelers say nightlife is among the top three types of travel experiences that are most appealing to them, increasing to 14% for 18-24 year-olds.

“When it comes to predicting the future of travel, understanding why people travel is just as important as where people travel, especially when it comes to the decisions made by powerful emerging consumer group Gen Z, and the world’s most-traveled generation—Millennials (Gen Y),” said Jenny Southan, editor/founder/CEO, Globetrender. “These are the tastemakers and trendsetters who can ignite new desires in moments on TikTok or tilt entire economies when they arrive en-masse for a Taylor Swift concert. Never before has culture, geopolitics, work-life balance, status and travel consumption been so intertwined. In this fast-moving environment, the ‘travel intent’ trends we have identified anchor our understanding of what will motivate mainstream Gen Z and Y travelers in 2025. We have also included a 2025 global event planner for inspiration.”

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