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

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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