5 Kinds of Trips Trending with Experience-Hungry Young Consumers

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Experience-seeking young travelers are taking new kinds of trips their parents would never have considered…

Long gone are the days of an annual trip to the same beach, lake, or mountain. Generation Wanderlust is taking travel to the next level by seeking out experiences in every corner of the earth they can reach. Our Experiencification trend found that possessions are less important to young people than building up a bank of memorable experiences. Now, their borderless mindset means going to new and exciting destinations for those experiences has become a rite of passage and coffee table talking point. When Gen Z and Millennials tell us where they want to travel most, mentions of being “unique” and “exotic” are often paired with their top picks. Plus, technology has evolved alongside their interest in far-flung locales, with GPS and translation apps letting them explore places that would have been much more difficult for their parents to traverse. Not to mention that social media has given them a glimpse of the world far beyond the glossy covers of National Geographic into travelers’ real (albeit filtered) lives abroad, filling their feeds with drool-worthy destinations.

For these young generations, even practical purchases like houses and cars might not be as important as experiences. Cheddar reports that nearly half of the young generations are cutting back on daily expenses to afford to travel more, and even as they age up and have families, Culture Trip predicts they’ll put off purchasing a house in favor of funding experiences. YPulse’s recent travel survey found nearly three in five would choose a one-week paid trip over a new car.

This shift in interest and spending has signaled a flurry of new trends in the travel space, ranging from Airbnbs’ and hostels’ rise as viable…


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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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