GO GET IT: How Gen Z/Y Will Travel in 2025

Published in September 2024, this ibis report, produced in association with Globetrender, explores what is motivating Generation Z and Y (Millennials) to travel in 2025.

"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."

Jenny Southan, editor, founder and CEO of Globetrender

The 38-report includes…

1. Ten 'travel intent' trends

1. TikTok Trailblazing
2. City Hopping
3. Gig Tripping
4. Stadium Safaris
5. Weekend Extenders
6. Scene Seeking
7. Gastro Globetrotting
8. Tribe Travel
9. Set Jetting
10. Nocturnal Activities

2. Exclusive survey data

Stats come from a summer 2024 ibis-commissioned consumer survey of 9,000 people across eight countries (UK, US, Brazil, France, Germany, India, Australia and China), conducted by OnePoll.

3. 2025 global event planner

Globetrender is the UK’s leading travel trend forecasting agency.

Our reports are produced by award-winning journalists and forecasters. We identify trends as they are emerging, backing them up with case studies, expertly sourced data and industry thought-leadership to help travel companies shape their product for the traveller of tomorrow.

For collaborations, sponsorship opportunities, bespoke report commissions and consulting services, email editor and founder jenny@globetrender.com

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