As travel rebounds globally, Gen X and Millennials are emerging as
the key demographics driving the travel industry. ibis has launched its
first global travel trends report, in collaboration with Globetrender,
focusing on the travel intent of these dynamic groups. The report
analyses data from 9,000 consumers across eight key markets: UK, USA,
Brazil, France, Germany, India, Australia, and China.
Key insights from the report
- Experiences Over Material Goods: 58% of respondents believe “experiences are better than stuff,” a mindset influencing their travel choices.
- Social Media Influence: 25% of travellers report
that they would "only book a vacation that I have seen on social media."
This statistic rises to 39% for Gen X and Millennials.
- Cost and Environment: Cost remains a crucial factor
for 44% of travellers, with surroundings influencing 42% and weather
being a concern for 33%—this rises to 42% among British travellers.
Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor, stated:
“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.”
10 travel trends shaping Gen X & Millennial travel in 2025
- TikTok Trailblazing:
- 17% of travellers cite TikTok as their primary source of destination inspiration, compared to 27% for Instagram.
- City Hopping:
- 26% of respondents plan to combine multiple city breaks into one trip in 2025.
- Gig Tripping:
- 48% of Gen X and Millennial travellers prioritise experiences over merely ticking off destinations.
- Stadium Safaris:
- 13% of Gen X and Millennials plan trips around major sporting events.
- Weekend Extenders:
- 12% intend to take workations in 2025, with 23% looking to mix business with leisure.
- Scene Seeking:
- 33% of Gen X and Millennial travellers value a sense of belonging in
their chosen destinations, particularly within LGBTQ+ communities.
- Gastro Globetrotting:
- 92% of Gen X and Millennial travellers consider the local food scene important, with 49% stating it is very important.
- Tribe Travel:
- 28% of Gen X and Millennials plan to travel with friends in 2025, highlighting the importance of community.
- Set Jetting:
- 8% of Gen X and Millennial travellers are interested in visiting filming locations from popular media.
- Nocturnal Activities:
- 8% of Gen X and Millennials find nightlife appealing, increasing to 14% for those aged 18-24.