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: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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