The 24 Places Millennials & Gen Z Want To Travel Most

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

We asked 1000 13-34-year-olds to tell us where they would go if they could go anywhere in the world…

Everything from hotel lobbies to cruise ships are getting the Millennial treatment these days, because the generation known for their wanderlust is continuing to make travel a priority. We’ve detailed how the travel industry is updating to keep up with young consumers’ preferences, noting a recent study by Airbnb that revealed that 56% of 18-35-year-olds from the U.S. are spending more on travel this year than last, and placed getting away above purchasing a home in their list of priorities. Another survey revealed that 18-35-year-olds would rather spend on travel than life insurance. Our holiday wishlist roundup found travel was the second most-desired gift among 13-34-year-olds, after money.

But while they’re continuing to prioritize travel, they’re not following all the assumptions about their travel behavior. G Adventures, which plans trips targeted at Millennials, says the group isn’t as frugal as one may believe when travelling: “we find that the typical Millennial traveling on a group tour with G Adventures spends, on average, $2,600 per person before flights, and chooses trips that are 8 to 10 days in length.” They also say young travelers aren’t as interested in partying or staying connected to WiFi as they are in fully immersing themselves in local culture.

In our recent survey keeping tabs on the travel preferences of young consumers, we asked Millennials and Gen Z, “If you could take a trip anywhere in the world, where would you go?”* Here are the 24 destinations that received the most mentions:

*This was an open-end response questions to allow us to capture the full range of places that 13-34-year-olds would like to travel—without our preconceived ideas shaping their…

 
 

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The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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