The tourism industry is undergoing major changes driven by Millennials’ and Gen Z’s penchant for “passionate travel” and “destination dummies.” In our travel and tourism focused articles, we take a closer look at how brands should adapt to this new wave of travelers.
Forget the old-fashioned road map when planning a vacation: Whereas past generations focused on the destination, Millennials and Gen Z are carving out their own journeys, designing bespoke experiences that fit their interests and wallets.
A recent survey of 2,000 people by digital travel magazine Thrillist uncovered “passion travel” as an emerging trend among Gen Z and millennials, with 77% of these travelers choosing experiences that reflect their interests, such as food festivals, music events, and eco-adventures.
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Even more remarkable is that 72% of young people see travel not just as an escape, but as a means of self-expression, a way to pursue their passions and discover new ones.
“The survey results are [our] “Recent research shows that younger travelers are increasingly choosing destinations based on their interests, signaling a shift toward more personalized and meaningful travel experiences,” explains Thrillist Editor-in-Chief Lindsay Schrupp. “The trend of planning activities before booking a plane ticket signals a new way of thinking about travel that could be game-changing for the industry.”
If this trend is going to revolutionize the travel industry, how can brands stay ahead of the curve? The Drum delves into various strategies brands can use to keep up.
Financial priorities and ultra-personalized travel
According to Thrillist, even while juggling student loans, rising rent costs, and other everyday expenses, travel remains a significant financial commitment for 89% of Gen Z and 87% of millennials, driven by the belief that experiences are more valuable than material possessions.
To appeal to these money-savvy consumers, marketers are encouraged to develop low-cost, high-quality options. “They should emphasize affordability by offering flexible payment plans or using loyalty programs to attract a consumer demographic looking for budget-conscious experiences,” says Erika Pacini, travel expert and head of marketing at adventure gear store Outdoorplay.
Flexibility in booking options, like cancellation policies and customizable travel options, is also important, as this “can accommodate the different needs and budgets of Gen Z and millennials,” suggests Julie Brinkman, CEO of Beyond, a revenue management platform for short-term rental owners.
Pacini agreed with Brinkman, adding: “Highlighting this type of flexibility in marketing campaigns will give businesses peace of mind while driving bookings, especially during peak periods. [economic] “Uncertainty”
One brand that excels at demonstrating adaptability is Booking.com. Already well-known in Europe, the travel brand caught America’s attention with its star-studded Super Bowl ad. This year’s spot featured Tina Fey, Glenn Close, Jane Krakowski and Jack McBrayer, with Fey highlighting the versatility of the app by imagining “whoever I want to be” on vacation.
Social Media and the Road Less Traveled
There’s no denying that social media is influencing young people’s travel habits, with platforms like Instagram and TikTok not only serving as a source of inspiration but also a catalyst for the search for the perfect shareable experience.
“Don’t underestimate the power of social media to drive travel trends,” explains Steve Defontes, president of Big Idea Advertising. “People grow their online ‘tribes’ by following friends and influencers who share the same passions. Their social feeds… [inspire] We want to make these experiences re-created and shareable.”
Defontes advises tourism brands to step up their strategies by going beyond standard resort advertising and embracing richer storytelling: “Influencers and user-generated content will continue to be key in understanding how people can experience a destination from an authentic and trustworthy place,” he says.
That being said, this generation is always on the hunt for hidden treasures and frequently turns to websites like Atlas Obscura and Secret Media Network to discover gems that are off the beaten path.
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“meanwhile [these age groups] “Because they rely on social media to discover new destinations and experiences, they are highly sensitive to overtourism and skeptical of travel hotspots,” said Kevin Gonsalves, strategy director at Dentsu’s social media agency ICUC.social.
“To get around this situation, travelers have become increasingly interested in finding ‘dummy destinations’ – vacation spots that are similar to epidemic hotspots but less crowded.”
To tap into this trend, Brinkman suggests travel brands focus on showcasing unique aspects of their destinations, such as “local culture, hidden gems and niche activities.”
