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…

 
 

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


The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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