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IN BRIEF
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As the world reopens, younger generations, particularly Millennials and Generation Z, express distinct travel aspirations. According to the results of an American Express study, it is clear that these generations wish to direct their travels towards enriching experiences while supporting local businesses. This article examines the trends emerging around the travel motivations of young people for the year 2025.
Trips Planned Around Local Events #
The desire to experience unique experiences is at the heart of the travel aspirations of younger generations. In fact, 60% of young travelers intend to plan their trips around entertainment or sporting events. Music festivals, cultural celebrations, and sports tournaments are becoming prime opportunities to explore new destinations. Tourism establishments have a golden opportunity to offer tailored experiences and memorable stays.
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A Quest for Authentic and Handcrafted Souvenirs #
Young travelers also display a strong interest in local and handcrafted products. According to the study, 82% of Gen Z and Millennials respondents seek souvenirs that are not only unique but also representative of their travels. This demonstrates a willingness to support local businesses and bring home authentic items. For them, each purchase is an opportunity to keep a tangible memory of their experience.
Growing Interest in Multigenerational Vacations #
The trend of multigenerational vacations is gaining traction among the youth, revealing a growing need to share moments with family. Indeed, 81% of young people prefer vacations focused on families, with activities suitable for all ages. Notably, 58% of Millennial and Gen Z parents want to take their extended families on trips, a statistic that surpasses that of their elders. This indicates a shift towards destinations that encourage intergenerational interactions.
Technology in Service of the Travel Experience #
Another fundamental aspect of younger generations’ travel aspirations is the use of technology. Artificial intelligence plays a central role, as 83% of young people believe it enhances their booking experience. Features such as activity recommendations, expense management, and personalized advice are seen as major advantages. This highlights the shifting demands of young travelers, who expect innovative services tailored to their specific needs.
Travel Aligned with Ethical Values #
Finally, a growing ethical awareness is emerging among young travelers. They are increasingly concerned about choosing travel options that respect the environment and promote sustainability. This is particularly true for Gen Z, a significant portion of whom wish to engage in tourism that values eco-friendly initiatives and respects local cultures. These young people aspire for their travel choices to have a positive impact, both on the communities they visit and on the planet.
