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

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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