ibis reveals global Gen Y and Z travel intent trends - Get updated on what's happening in tourism!

ibis, the world’s best known economy hotel brand, has launched its first global Gen Y&Z travel trends report, in collaboration with the world's leading travel trend forecasting agency, Globetrender, exploring the travel intent of the world’s travelers and the trends shaping the new generation of global traveler.  

Launched to coincide with the brand’s new Go get it campaign, ibis data from 9,000 consumers across eight key markets globally – UK, USA, Brazil, France, Germany, India, Australia and China – reveals the key travel intents trends shaping the industry and inspiring Millennials and Gen Z as they seek to go get experiences around the world in 2025. 

ibis data reveals 58% of respondents globally said they think “experiences are better than stuff”. This belief is shaping the travel sector and ibis is leading the way. According to the latest ibis Go get it insights, travel is increasingly deeply tied to experiences that foster personal growth, cultural connection, and a sense of community. Whether it’s attending a concert, immersing in local traditions, or even exploring destinations seen on screen, travellers are increasingly prioritising meaningful experiences that shape who they are. 

Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor, explains: “At ibis, we believe that travel should be about more than just the destination - it should be about actively connecting with places, people, and moments that inspire and delight us. For us, travel is about purpose and intent and our role is to serve our guests’ intent seamlessly, ensuring convenience, comfort and great service. Our guests come for a meeting, event, gig, trip with friends or loved ones, to make their mark on the world and have the world make its mark on them.”  

In an era where the desire to explore the world is stronger than ever, the ibis report offers insight into 10 key travel trends for 2025, each shaping the industry and the traveller. ibis data explores the impact of social media on travel, revealing 25% of travellers would ‘only book a vacation that I have seen on social media’ – a statistic that increases to 39% for Gen Y/Z.  

Globally, cost is still the main aspect that influences the travellers choice of destination, a top consideration for 44% of travellers, closely followed by the surroundings (42%) and the weather as the third key consideration for 33% of people – rising to 42% for British travellers.   

Jean-Yves Minet adds: “Your budget doesn’t need to limit your travel experience. At ibis we warmly welcome a diverse range of guests – from those embarking on their very first journey to seasoned travellers exploring the world on a budget, as well as those who prioritize spending on unique experiences. Our guests choose us because we offer the right product in the right location, knowing that while their stay is comfortable, their focus is on immersing themselves in the world around them. They’ll spend their days discovering the best restaurants, attractions, and experiences – fully embracing the adventures they’ve set out to ‘go get’. Afterall, this is what travel is all about and we are single-minded in our commitment to supporting and inspiring travel intent, because we know you’ll get the most out of your travels when we put the most into your stays. Whatever you come to an ibis for, we’ll make sure you can Go get it.”  

10 travel trends shaping how Gen Z/Y will travel in 2025 

1.    TikTok Trailblazing: Gen Z travellers are making a beeline for destinations that have either gone viral on TikTok – or seeking out under-the-radar destinations they can brag about. ibis Data: 17% of travellers cite TikTok as their main source of inspiration when choosing which destinations to travel to, vs 27% who prioritise Instagram  

2.    City Hopping: The concept of the city break is expanding. Rather than limiting themselves to a single urban destination, travellers in 2025 and beyond will be increasingly combining multiple cities in one trip. ibis data: 26% of respondents stated they were planning two or more city/short breaks in 2025

3.    Gig Tripping: Younger generations are choosing their holiday destination based around specific music festivals or events. ibis data: 48% of Gen Z/Y travellers say “the experience is more important than ticking somewhere off my list” 

4.    Stadium Safaris: The excitement of live sports is becoming a key driver for travel, and Gen Z and Millennials are planning trips around major sporting events or to visit iconic stadiums and arenas. ibis data: 13% of Gen Y/Z want to visit sporting events and stadium 

5.    Weekend Extenders: Remote work and flexible schedules have allowed travelers to turn long weekends into extended vacations, blending work and leisure. ibis data: 12% of Gen Z/Y travellers plan to take a workation in 2025 – and 23% of Gen Z/Y travellers would like to mix business with leisure by working abroad and extending their trips 

6.    Scene Seeking: For Gen Z and Millennials, travel is often about finding a sense of belonging and connecting with like-minded communities. This is especially relevant for LGBTQ+ travelers, who are looking for more than just annual Pride events—they’re seeking deeper, year-round engagement with the local scene. ibis data: 33% of Gen Z/Y travelers say it’s important to feel like they belong in the destination they choose

7.    Gastro Globetrotting: Food-focused travellers are planning itineraries around culinary experiences, from street food tours to Michelin-starred restaurants. ibis data: 92% of Gen Y/Z travellers say the local food scene is important - 49% say it’s very important and 44% say the local food scene is somewhat important 

8.    Tribe Travel: A trend that taps into the deep-seated human need for connection and community and the desire for genuine, in-person bonds made stronger by experiences. ibis data: 28% of Gen Y/Z intend to travel with friends in 2025  

9.    Set Jetting: Tourists are flocking to filming locations of popular films and TV shows, seeking to experience the settings of their favourite on-screen stories. ibis data: 8% of Gen Z/Y travellers are most interested in visiting filming locations when they travel

10. Nocturnal Activities: Night owls are seeking destinations known for their vibrant nightlife, from clubbing scenes to unique after-dark experiences. ibis data: 8% of Gen Z/Y travellers say nightlife is among the top three types of travel experiences that are most appealing to them, increasing to 14% for 18-24 year-olds 

About the report 

The “Go get it: How Gen Z/Y Will Travel in 2025” report focuses on the travel intentions of Gen Z and Millennials, or Gen Y, for 2025, based on a global survey that was commissioned by ibis and insights from the world's leading travel trend forecasting agency, Globetrender, This survey captured the views of 9,000 respondents across eight countries – US, UK, Australia, France, Germany, Brazil, China and India -  providing a global snapshot of the travel priorities for the year ahead.  

Image Credit: © Accor