Experts in youth tourism analyzed more than 4,700 bookings to find out where representatives of the two generations actually travel.
A new study has revealed a clear difference in the travel preferences of generations — members of Generation Z are more likely to choose affordable and social media‑popular destinations such as Thailand, Cambodia, and Laos. In turn, millennials prefer Australia, Japan, and Greece, Euronews reports.
“If you ask a member of Gen Z or a millennial where they plan to go this year, the answers may differ dramatically. A new study has shown that these two generations travel differently. The choice of destination is influenced, in particular, by budget and social media,” the media notes.
Adventure360’s youth tourism specialists analyzed more than 4,700 bookings made over the past year to find out where representatives of the two generations actually travel.
Thailand topped the list of Gen Z destinations, while Australia took the top spot among millennials. Cambodia, Laos, and New Zealand proved to be particularly popular among the younger generation, while Japan, Greece, and Iceland were popular among slightly older travelers.
To create the ranking of tourists, they were divided into two groups — Generation Z and millennials — and each country was evaluated based on the share of bookings. The percentage indicated how many of the 100 bookings made by representatives of a certain generation included a trip to a specific country.
For Gen Z, Thailand was the undisputed favorite — it accounted for 29.2 % of bookings. This is the highest figure among all destinations for both generations.
Thailand also took second place among millennials, with a 17.4% share. Australia came out ahead — it was chosen in 17.8% of bookings.
Cambodia, Laos, and New Zealand made it into the top 10 destinations for Generation Z, but none of these countries made it onto the millennials’ list.
At the same time, Japan, Greece, and Iceland were among the ten most popular destinations among millennials, but they failed to reach the same level of popularity as destinations among Generation Z.
Why do young people choose these countries?
Adventure360 experts partially attribute the popularity of certain trends among Generation Z to the fact that they actively become trends on social media. For example, videos in which users play the mobile game Temple Run in the corridors of the Angkor Wat temple complex in Cambodia have garnered more than 2 million views on social media.
Long Beach on Koh Rong Island in Cambodia also went viral on social media this year after it was included in the top ten beaches in the world. And in Laos, the Kuang Si Waterfalls attract millions of views from travelers who add this place to their wish lists.
From cheap trips to visas
Thailand is popular among both generations, primarily due to its affordable prices. Moreover, this country has remained one of the favorite destinations for young tourists for many years.
One example is Koh Tao Island, which is considered the most accessible place in the world to obtain a diver’s certificate.
Previously, Cambodia and Laos were often included in itineraries during trips to the extremely popular Thailand and Vietnam. However, the study results show that tourists are now increasingly booking trips to these countries separately and purposefully.
The growth of their popularity is partly influenced by videos on TikTok, which is an important source of travel inspiration for Gen Z. At the same time, these destinations attract people with very low prices — in particular, affordable accommodation.
New Zealand’s popularity among Generation Z appears to be largely due to the opportunity to obtain a work visa for travel. It allows many passport holders aged 18 to 35 to stay in the country for up to 36 months.
New Zealand ranked ninth among Gen Z, but it didn’t make it into the millennials’ ranking at all, since many members of this generation no longer meet the age requirements for obtaining such a visa.
Gen Z is also increasingly looking for quieter and less well‑known places. Skyscanner data shows that 76% of this generation are willing to choose a lesser‑known destination over a popular one.
At the same time, 51% of the respondents said they had deliberately planned a more relaxing trip due to the excessive number of tourists. Every third person said that crowds had already ruined their vacation.
Millennials are willing to pay more
The financial factor also influences the choice of destination. According to researchers, it is this factor that partially explains the popularity of Japan, Greece, and Iceland among millennials — these countries are considered more expensive for tourists.
Interestingly, 60% of British Gen Zers expect to travel abroad more often this year, but only 45% plan to increase their spending on airfare. As a result, some expensive destinations automatically fall outside their choice.
“Iceland and Japan are the two destinations that millennial clients most often ask me about,” said Adventure360 expert Jane McLellan – Green.
According to her, a coffee priced at £5 (€5.85) in Reykjavik is unlikely to interest a member of Gen Z if, for the same amount of money, they can rent a bed for the night in Vientiane — the capital of Laos.
“But millennials are much more willing to pay that price,” the expert noted.
Where Gen Z and millennials travel: top 10 countries
Gen Z: Thailand, Australia, Indonesia, Vietnam, Cambodia, Laos, Peru, the Philippines, New Zealand, Morocco.
Millennials: Australia, Thailand, the Philippines, Japan, Indonesia, Peru, Morocco, Greece, Iceland, Vietnam.
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