Based on a survey of 9,000 consumers from eight major markets— the UK, USA, Brazil, France, Germany, India, Australia, and China— the findings highlight key trends shaping the travel industry as Millennials and Gen Z prioritise experiences over material goods. 

According to the report, 58% of respondents globally believe “experiences are better than stuff,” a mindset that is redefining travel expectations.

Jean-Yves Minet, Global Brand President of Midscale & Economy at Accor, emphasised this shift in travel focus, stating, “Travel is not just about reaching a destination. It’s about connecting with people, places, and moments that inspire us. Our role is to provide comfort, convenience, and seamless service to support our guests’ journey toward meaningful experiences.”

The report also sheds light on the role of social media in influencing travel decisions. A notable 25% of respondents reported that they would only book a vacation they had seen on social media, with this figure rising to 39% among Gen Y and Z. Additionally, budget remains a critical factor, with 44% of travelers citing cost as a primary consideration when choosing a destination, followed by surroundings (42%) and weather (33%).

Full report: Gen Y and Z travel intent for 2025: Social media a major deciding factor in key demographics - WiT (webintravel.com)