In a world where experiences are increasingly valued over material possessions, Ibis, the iconic global economy hotel brand, has unveiled its inaugural Gen Y&Z travel trends report. This insightful report, conducted in partnership with Globetrender, a leading authority in travel forecasting, delves into the travel ambitions of today’s travelers and uncovers key trends driving the next generation of global explorers.
The report, timed to coincide with the launch of ibis’ new Go Get It campaign, draws upon data collected from 9,000 consumers across eight major markets – the UK, USA, Brazil, France, Germany, India, Australia, and China. This comprehensive data provides valuable insights into the travel aspirations of Millennials and Gen Z as they plan their adventures for 2025.
One of the most striking findings of ibis’ research reveals that a significant 58% of respondents globally believe that “experiences outweigh material possessions.” This shift in mindset is significantly shaping the travel industry, and ibis is at the forefront of this transformation. According to the latest Go Get It insights, travel is becoming increasingly intertwined with experiences that promote personal growth, cultural immersion, and community engagement. From attending live events to embracing local cultures or visiting on-screen destinations, today’s travelers are increasingly seeking out meaningful journeys that leave a lasting impact on their identity.
Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor, aptly explains: “At ibis, we believe that travel should be about more than just the destination – it should be about actively connecting with places, people, and moments that inspire and delight us. For us, travel is about purpose and intent, and our role is to serve our guests’ intent seamlessly, ensuring convenience, comfort and great service. Our guests come for a meeting, event, gig, trip with friends or loved ones, to make their mark on the world and have the world make its mark on them.”
As global wanderlust reaches new heights, the latest ibis report unveils 10 crucial travel trends set to define 2025, each shaping both the travel industry and traveler behavior. The report highlights the significant influence of social media, with 25% of travelers stating they would “only book a vacation I’ve seen on social media.” This figure rises to a staggering 39% among Millennials and Gen Z, demonstrating the powerful impact of social media in travel planning and inspiration.
While the desire for unique experiences takes center stage, cost remains a primary factor when choosing a travel destination. A resounding 44% of travelers prioritize affordability, highlighting the importance of budget-conscious travel. This is followed closely by the appeal of the destination’s surroundings (42%) and weather (33%), with the latter increasing to 42% for travelers from the UK.
Jean-Yves Minet further adds: “Your budget doesn’t need to limit your travel experience. At ibis we warmly welcome a diverse range of guests – from those embarking on their very first journey to seasoned travelers exploring the world on a budget, as well as those who prioritize spending on unique experiences. Our guests choose us because we offer the right product in the right location, knowing that while their stay is comfortable, their focus is on immersing themselves in the world around them. They’ll spend their days discovering the best restaurants, attractions, and experiences – fully embracing the adventures they’ve set out to ‘go get’. After all, this is what travel is all about, and we are single-minded in our commitment to supporting and inspiring travel intent, because we know you’ll get the most out of your travels when we put the most into your stays. Whatever you come to an ibis for, we’ll make sure you can Go get it.”
