ibis reveals global Gen Y & Z travel intent trends
Experience & destinations, the evolution of travel intent revealed in new ibis report
Paris – 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.
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. Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor
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, andGen 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.
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
To download the report, click here or download via Globetrender here.
To learn more about Go get it, visit: https://ibis.accor.com/en/go-get-it/ibis-family.html.
About the ibis brands
Since 1974, ibis has been a trailblazing brand, founded on the core principles of affordability, innovation and reliability. Democratising travel and hospitality, it was the first hotel brand in Europe to make a high quality, comfortable night’s stay accessible to all. In 2012, the ibis brand family was created, with three distinct sub-brands – ibis, ibis Styles and ibis budget - each with a different personality, design and passion, all unified by the ibis spirit of openness and the promise of affordability, convenience and comfort. ibis is the world’s best known economy brand with more than 2,700 locations in 79 countries across the three brands, ibis, ibis Styles and ibis budget. The ibis brands are part of Accor, a world leading hospitality group counting over 5,700 properties throughout more than 110 countries, and a participating brand in ALL - Accor Live Limitless – a lifestyle loyalty program providing access to a wide variety of rewards, services and experiences.
ibis.com | all.com | group.accor.com
About Globetrender
Founded in 2019 by award-winning travel journalist Jenny Southan, Globetrender is the world's leading travel trend forecasting agency and online magazine dedicated to the future of travel. It offers consulting services, workshops, trend reports, editorial content and newsletters (free Innovation Briefings and premium subscription VOLT for professionals). It also produces a podcast called Blue Sky Thinking, hosted by Jenny Southan. Globetrender’s travel trend forecasting is based on quantitative data from multiple sources, strategic intuition, in-depth qualitative research, expert interviews, cross-cultural analysis and observations of the changing needs and desires of consumers.
About Accor, a world-leading hospitality group
Accor is a world leading hospitality group offering experiences across more than 110 countries, over 5,700 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
