Where in the World Do Young Travelers Want to Go?

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

What cities and countries are calling out to travel-hungry Gen Z and Millennials? We have the top 20 places in the world they want to visit…

Millennials are opting for experiences over possessions, and it’s good news for the travel industry. This year, Expedia released a study showing that 74% of 18-65-year-olds would rather spend their money on experiences than possessions, with 65% of 22-35-year-olds setting aside money specifically for travel. The study found that travel is a high priority for Generation Wanderlust: close to half of Millennials would sell clothes or furniture to fund a trip, and 71% of Gen Z would get a part-time job to travel.  

Knowing that travel is a passion for young consumers, we’ve explored the topic in debt in our Generation Wanderlust trend, told you the kinds of vacations that Millennials and Gen Z want to take, and what they’re looking for in a hotel. But we’re also keeping tabs on exactly where on earth they’re interested in traveling. In our monthly survey on travel, we asked 13-36-year-olds, “If you could take a trip anywhere in the world, where would you go?”* Their answers are a snapshot of the most desirable cities and countries on the globe right now for young consumers with the travel-bug:

*This was an open-end response question to allow us to capture the full range of places in the world that 13-35-year-olds want to visit—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most concerning. The list is ordered according to number of responses received, and alphabetically when ties occurred.

If They Could Take a Trip Anywhere in The World, Where Would They…

 
 

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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