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: “My biggest mistake was that in my financial beginnings I did not seek help from an advisor and I did very badly with my investments, but later I was able to recover.”—Male, 33, NY

The Museum of Ice Cream and Sephora are coming together for a sweet collab. Popsicle-shaped lip glosses, sprinkle-filled brushes, and more Instagrammable products are available for a limited time. Collaborations seem to be the MOIC’s latest move to rake in revenue (they also teamed up with Target), and this one makes sense: young consumers are indulging their “treat yo self” moments with makeup, and similar products like Too Faced’s peach and chocolate-themed collections are flying off shelves. (Cosmopolitan)

Sony is debuting their own ode to retro gaming: the PlayStation Classic. Millennial geeks everywhere, rejoice. The tiny console (with mini controllers to match) will include 20 fan favorite games like Final Fantasy VII and Tekken 3. The question isn’t why Sony is doing this, it’s why more companies aren’t doing this after seeing Nintendo’s runaway success with the SNES and NES Classic. Consoles will come to shelves in early December, right in time for the holidays. (TechCrunch)

The next Netflix movie could premiere on IMAX. And It’s not just Netflix: IMAX’s CEO said “all of the streaming” giants are “in active discussions” to bring their movies to the big screen. Streaming services have shaken up Hollywood by premiering big-budget movies with A-list actors on small screens, betting that young viewers prefer their couches to theaters. But while staying in is the new going out for many Millennials, their love of experiences is also bringing back the box office. (THRThe Verge)

Some wealthy Millennials are becoming social justice warriors to make an impact with their extra resources. Members of Resource Generation give 16 times more than they did before joining up, and together they’ve raised $120,000 for an affordable housing organization, donated $135,000 to the Social Justice Fund Northwest, and much more. In our Topline on the topic, 88% of 13-35-year-olds said they think they can make a difference by getting involved. (Business Insider)

Chinese Millennials and Gen Z are turning their attention from livestreaming to short video clips. Douyin, a short video app known as TikTok in the U.S., has over 500 million monthly active users globally. It was even the world’s most-downloaded app for the first half of 2018, according to Sensor Tower, and its rival Kuaishou is racking up users too. Meanwhile, users and stock are dropping for livestreaming platforms—with the exception of esports. (CNBC)

Quote of the Day: “I once spent $30,000 in one year solely on fun things (entertainment, traveling, dining out, etc.).”—Female, 21, PA

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