From TikTok Trailblazing to Scene Seeking, ibis commissioned Globetrender to identify what will be motivating Gen Z and Millennials to travel in the year ahead. Olivia Palamountain reports
Global economy hotel brand ibis has launched its first international deep-dive into Gen Z/Y “travel intent” trends, in collaboration with Globetrender.
Free to download here, the report reveals the key travel desires and motivators shaping travel and inspiring Millennials and Gen Z as they seek out experiences around the world in 2025.
Launched to coincide with the brand’s new “Go get it” campaign, the report draws on ibis data drawn from 9,000 consumers across eight key markets including the UK, US, Brazil, France, Germany, India, Australia and China.
According to the insights, travel is increasingly deeply tied to experiences that foster personal growth, cultural connection, and a sense of community.
The stats reveals 58% of respondents globally said they think “experiences are better than stuff”. This sentiment is significantly influencing the travel sector, with ibis at the forefront of this shift.
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.
Jenny Southan, editor, founder and CEO of Globetrender, says: “When it comes to predicting the future of travel, understanding why people travel is just as important as where people travel, especially when it comes to the decisions made by powerful emerging consumer group Gen Z, and the world’s most-travelled generation – Millennials (Gen Y).
These are the tastemakers and trend-setters who can ignite new desires in moments on TikTok or tilt entire economies when they arrive en-masse for a Taylor Swift concert. Never before has culture, geopolitics, work-life balance, status and travel consumption been so intertwined. In this fast-moving environment, the ‘travel intent’ trends we have identified anchor our understanding of what will motivate mainstream Gen Z and Y travellers in 2025. We have also included a 2025 global event planner for inspiration.”
The report highlights ten key travel trends for 2025, including the growing impact of social media on travel decisions. Notably, 17% of travellers cite TikTok as their main source of inspiration when choosing which destinations to travel to, vs 27% who prioritise Instagram.
Other key insights include: 13% of Gen Y/Z want to visit sporting events and stadiums. 12% of Gen Z/Y travellers plan to take a workation in 2025. And 33% of Gen Z/Y travelers say it’s important to feel like they belong in the destination they choose.
Jean-Yves Minet, global brand president, Midscale & Economy Brands at 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.”
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.”