A study by Accor travel group reveals a fundamental shift in young people’s travel preferences that is reshaping the travel market. According to data from the report “Go Get It: How Gen Z/Y Will Travel in 2025”, for some 48% of Gen Z and millennial travelers, authentic experiences have become more important than simply visiting popular destinations.
The trend shows a move away from previous generations, which favored comfort and predictability. In contrast, young travelers seek spontaneity, adventure and opportunities for personal development. A major catalyst for this shift is technology, in particular social media platforms such as TikTok, which influence travel intentions. For these generations, a vacation involves immersing themselves in the local culture by attending festivals or other specific activities, rather than traditional sightseeing. The focus shifts to discovering the lifestyle of the locals and understanding the pulse of the destination.