3 Trends Impacting Millennial Travel

Millennial money is pouring into the travel industry, the majority of the generation is trying to cross items off their wanderlust bucketlist—and these three trends are impacting where they go…

Considering 96% of Millennials and Gen Z are interested in travel, it’s no wonder they’re changing the rules when it comes to where to go, what to see, when to plan, and how to budget. As Ypulse explored in our recent Generation Wanderlust trend, this generation has lofty goals—they want to visit far off destinations and continually explore new places. The average Millennial will take more than three trips this year—and research from G Adventures, which plans trips targeted at Millennials, says the group isn’t as frugal as one may believe when travelling. With money from the generation pouring into the travel industry, it’s no surprise that brands are racing to keep up with them, as we’ve covered before. We’ve seen chains remodel their locations, begin to focus on incorporating local culture, create social experience marketing, offer exclusive events, create Millennialized spin-off brands, and experiment with more and more advanced technology to impress Millennial travelers. But to keep up, you also need to know the trends that are impacting their decisions. Here are three that are changing up where they go and what they do:


In our Instagrammable world, Millennials drool over destination photos as much as they do food porn on social media. Natural wonders, exotic cities, local watering holes, even #vanlife seems incredibly appealing when it’s depicted in the dreamlike context of vacation, and it’s all available on their feeds, making them aware of new locations to visit, and hungry for their own post-worthy escapes. According to our Instagrammability research, 70% of…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

“I believe in a higher being, whether it takes the form of a god or it's more abstract like the universe.”—Female, 21, FL

An avocado-inspired chocolate is selling out fast, and Millennials’ obsession with avo is getting the credit—lest we forget the lattes and the proposals of the past. Waitrose’s gimmicky treat has a dark chocolate shell, a dyed green white chocolate interior and small chocolate “stone” sprinkled with cocoa for the center. The play on a traditional Easter egg chocolate is Waitrose’s best-selling product in its 114-year-history, selling out repeatedly since its recent launch. (The Independent)

Vacation companies that confiscate travelers’ smartphones are selling out their trips. The Wanderlust Generation isn’t just looking to travel, they’re looking to unplug—in spite of their penchant for picture-worthy excursions. All of Off the Grid’s phoneless itineraries sold out and more are being added for 2018. Yoga retreats and hotels are offering device-free options as well, with one hotel offering iPhone cases to anyone who makes it 24 hours with just a “dumb phone” replacement. (NYP)

Kids can’t get enough of Roblox, and the platform just went “cash-flow positive.” ComScore found that children under-13-years-old spend more time on Roblox than on YouTube, Netflix, or any other similar platform. For teens, the game came in second, behind YouTube. The gaming sensation lets kids create and interact in digital worlds, build their online friendships, and make money—if they’re a “top creator.” (TechCrunch)

Unboxing is getting an augmented spin for Nike’s next sneaker drop. The Millennial and Gen Z-favorite brand has created a link that leads to “a virtual box” containing the new shoes. Users can access the box via any platform and then open the box and use their cursor or finger to check out the Deerupt shoes from “all angles.” Nike also recently let sneaker heads virtually run across the world in their Nike React shoes via in-store treadmills. (GlossyMobile Marketer)

YouTube Red is headed to the box office for the first time with their original movie, Vulture Club, starring Susan Sarandon. In the past, they’ve premiered content on their premium service and in limited releases, but rumor has it this will be their first big bet on a full theatrical release. Everyone from Amazon to Hulu is upping their original content to compete in the streaming wars, and though YouTube has all eyes on their free platform—their paid service is lagging behind the competition. (IndieWireThe Verge)

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies