Ibis Unveils Gen Y & Z Travel Trends Worldwide

In partnership with Globetrender, the world's top travel trend forecasting company, Ibis has released its first global research on Gen Y&Z travel trends. The study looks at the intentions of travellers worldwide and the patterns influencing the next wave of international travellers.

Launched in tandem with the company's new Go Get It campaign, ibis data from 9,000 consumers in eight major global markets—the UK, USA, Brazil, France, Germany, India, Australia, and China—reveals the major travel intent trends that are influencing the travel industry and motivating Millennials and Gen Z to see the world in 2025.

According to IBIS statistics, 58% of respondents worldwide believe "experiences are better than stuff." Ibis is at the forefront of this movement, reshaping the tourism industry. The most recent ibis Go Get It insights indicate that travel is becoming increasingly closely associated with activities that promote community building, cultural exchange, and personal development. Travellers place a higher value on meaningful experiences that help define who they are, whether going to a concert, experiencing local customs firsthand, or seeing places shown on television.

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, or trip with friends or loved ones to make their mark on the world and have the world make its mark on them.” 

Ibis research provides insight into ten major travel trends for 2025, each of which will influence the travel industry and the traveller at a time when there is a greater desire than ever to see the world. The ibis data examines the impact of social media on travel, showing that 25% of travellers "would only book a vacation that they have seen on social media"; for Gen Y/Z, this number rises to 39%.

Cost remains the primary factor influencing travellers' choice of destination worldwide, ranking first for 44% of travellers. It is closely followed by the surroundings (42%) and the weather (33%), which rises to 42% for British travellers as the third most important factor.

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’. After all, 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 ensure 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 are seeking 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 increasingly combine 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 choose their holiday destination based on 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 travellers to turn long weekends into extended vacations, blending work and leisure. Ibis data: 12% of Gen Z/Y travellers plan to take a workstation 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+ travellers seeking more than just annual Pride events—they’re seeking deeper, year-round engagement with the local scene. ibis data: 33% of Gen Z/Y travellers say it’s important to feel like they belong in the destination they choose

7. Gastro Globetrotting: Food-focused travellers plan 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 seek 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" research focuses on the travel plans of Gen Z and Millennials, or Gen Y, for 2025. It is based on data from the world's top travel trend forecasting organization, Globetrender, and a global poll that Ibis commissioned. 9,000 respondents from eight countries—the US, UK, Australia, France, Germany, Brazil, China, and India—shared their opinions in this study, giving a global overview of the top travel destinations for the upcoming year.

Jenny Southan, editor, founder and CEO of Globetrender, added: "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 trendsetters 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."