In a rapidly changing world, the reasons behind why people travel are constantly evolving.
The recent ibis report, “Go get it: How Gen Z/Y Will Travel in 2025” explores this dynamic landscape, offering a deep dive into the motivations and desires that will drive travellers’ decisions in the coming year.
Travel is no longer just about ticking off destinations from a bucket list; it’s about meaningful experiences that align with personal goals and values. The ibis Go get it Trends Report highlights a growing trend toward purposeful travel - journeys that are driven by a clear intent, whether it’s cultural immersion, self-discovery, to see a concert, or watch a sports game.
In an era where the desire to travel is stronger than ever, this report offers invaluable insights into why and how travellers are setting their sights on new destinations and prioritising meaningful experiences that shape who they are.
Key Trends
Experience Over Destination
For Gen Z and Millennials, travel is about more than just seeing new places. It’s about connecting with people, cultures, and experiences that offer personal growth and meaningful memories. This shift from traditional sightseeing to immersive, experience-driven travel is evident in the rise of trends like “Gig Tripping,” where younger travellers plan their holidays around music festivals, concerts, and live performances.
Whether it’s attending a Taylor Swift concert in Sydney or exploring the local music scene in Berlin, these travellers are drawn to events that offer a sense of community and shared experience.
TikTok and the Rise of Authentic Travel
Social media, particularly TikTok, is playing a pivotal role in shaping travel decisions. The platform offers real-time, unfiltered glimpses into destinations, often from the perspective of locals or fellow travellers. This has made it a powerful tool for discovery, with many Gen Z and Millennials using the platform as their primary source of travel inspiration.
Set Jetting: The Influence of Entertainment on Travel
Another key trend identified in the report is “Set Jetting,” where travellers flock to the filming locations of popular TV shows and movies. The allure of stepping into the worlds they see on screen is driving travel decisions, whether it’s exploring the streets of Seoul inspired by Squid Game or visiting luxury resorts in Thailand featured in The White Lotus.
The Power of Community: Tribe Travel
In an era marked by rising loneliness despite increased online connectivity, the desire for belonging and community is more significant than ever. “Tribe Travel” reflects this, with younger travellers seeking experiences that foster genuine connections with others, whether it’s through group travel, volunteering, or attending community-driven events.
City Hopping and the Rise of Second Cities
While iconic cities like Paris and New York will always draw tourists, there is a growing interest in exploring lesser-known urban destinations. The concept of “City Hopping” is expanding, with travellers combining multiple cities in one trip, particularly in regions with good rail connections. This trend also includes the rise of “second cities,” where travellers seek out fresh experiences in places like Porto, Lyon, and Bologna, offering an alternative to overcrowded tourist hotspots.
The Future of Travel
By embracing these trends, ibis sets out to remain a leader in the economy hospitality segment. The brand’s new campaign, Go get it, demonstrates the importance of travel for all, celebrating the diverse reasons that inspire people to travel. In a world where travel is increasingly about purpose and connection, ibis will continue to offer all the essentials so that guests can focus on what they came to do.
