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

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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