Back in 2023, YPulse predicted that young consumers would spend on experiences that bring them immense joy even when budgets are tight—what we call “The Joy Economy.” For many, one way that joy spending manifests is travel. YPulse’s Travel report shows 72% of 13-39-year-olds are very or extremely interested in taking trips and traveling to different destinations, and 81% saying traveling is important for their wellbeing. And while money can be a barrier—77% of young people say money is the main thing stopping them from traveling more—that doesn’t stop them from saving for the future or planning their “one day” trip. Even if they can’t book it right now, young consumers are researching, planning, saving ideas, and building dream itineraries. For brands, knowing these dream destinations can be insightful: it signals what young consumers aspire to, the cultures and experiences they’re drawn to, and the types of products or services that could align with their future travel plans. So, even though the trip might not have happened yet,...
- Article
