In recent years, Gen Z has redefined everything they do and travel is no exception. This generation is reshaping the way we explore the world, moving beyond traditional getaways and seeking experiences that align with their values, interests, and social media-driven lifestyles.
A new 2025 Gen Z and Millennial Travel Trends survey conducted by Generator, the leading global hospitality brand, has unveiled the key shifts in their travel preferences, from destination choices to booking habits and the types of experiences that matter most.
Combining proprietary brand data with findings from a consumer survey, the report reveals that younger travellers are embracing travel as a form of self-expression and connection. From the rise of “Gig Tripping” to the growing demand for “Mental Health Gap Years” and an increasing desire for culturally immersive experiences, the findings offer a glimpse into how this dynamic demographic is shaping the future of travel.
Key findings – Generator 2025 Travel Trends Report:
- Gig Tripping Soars
Gen Z hospitality bookings nowadays are often those planning trips around live concerts, festivals and cultural performances, transforming travel into a platform for entertainment and connection.
Generator saw booking rates increase across its international portfolio in response to Taylor Swift’s long-awaited Era’s tour in 2024, with an increase of 34.9% at the brand’s Hamburg location (compared to the same time in 2023), 7% at Generator Amsterdam and 1.5% at Generator Paris (compared to the same time in 2023. NB. Arctic Monkeys played on the same date in 2023). During Taylor Swift’s August 2024 dates in London, 12.5% of travellers extended their stay by two days to enjoy a weekend in London.
For this demographic, travel isn’t just about the destination, but rather the experience of being there and creating unforgettable moments.
- Wellness-centric Gap Years Dominate
Prioritising mental health and personal rejuvenation is set to define gap-year travel in 2025, with over a third (35%) of Gen Z citing rest and recharge as their primary motivation, according to a nationwide survey commissioned by Generator.
Recognising this shift, Generator is pioneering a new standard of wellbeing hospitality across its international houses. Collaborating with leading wellness brands and industry experts, the lifestyle-focused hostel brand curates holistic programming that enriches both guest experiences and local communities. From Pilates pop-ups in Miami and rooftop yoga sessions in Barcelona to a partnership with Thailand’s iconic Wonderfruit festival, Generator seamlessly blends relaxation, culture, and connection. These activities are designed to go beyond the traditional wellness offering, creating vibrant social hubs where travelers and locals can collectively unwind, recharge, and engage.
As wellness continues to take center stage in the evolving gap-year narrative, Generator stands at the forefront, redefining what it means to travel well.
- Bleisure Boom
Gen Z is leading the charge in the “bleisure” trend, blending work and leisure.
As work and play become increasingly intertwined, hospitality brands have a unique opportunity to cater to this new wave of travelers seeking enriching, experience-led stays.
Millennials are also no longer confined to boardrooms and conference halls, with today’s young professionals extending work trips to explore new destinations, foster deeper connections with colleagues in more relaxed settings, and make the most of their time away.
In order to accommodate the rise in recent years of the digital nomad and bleisure travel, Generator has transformed its international portfolio with a series of creatively designed meeting rooms, so that guests can seamlessly blend their work and travel lives. Each house is conveniently located within the city it calls home, so guests are only ever a short ride on public transport to any in-person meetings that beckon. Beyond formal workspaces, Generator’s laid-back communal lounges and cafés provide relaxed environments where guests can set up their laptops, network with fellow travelers, or simply unwind between tasks.
As the lines between work and play continue to blur, Generator remains at the forefront, shaping the future of bleisure travel by crafting spaces where productivity and exploration go hand in hand.
- Gen Z are ditching party destinations, instead preferring cultural city breaks
Generator’s survey also found nearly 60% of Gen Z and Millennials are ditching neon-lit clubs on the white isle of Ibiza in favour of Europe’s historic capitals. Of all the city locations, Rome tops the list of new must-visit destinations for young travellers, followed by Paris (27%), Amsterdam (26%), and Barcelona (25%).
Generator Rome saw an increase of bookings by 5.7% in 2024, compared to 2023 figures, with the brands other houses located in key city breaks having also seen sharp rises, including Generator Barcelona (booking increase by 4.85% compared to 2023) and Generator Paris (booking increase by 1.8% compared to 2023) and .
The survey of 1,000 young British travellers also revealed they are favouring European city breaks over up and coming destinations further afield, with Sri Lanka (15%), Bulgaria (10%), and Georgia (8%) lagging behind in popularity.
With the cost of living rising, Gen Z and Millennials are prioritising trips that feel worthwhile, educational, and Instagrammable, rather than just nights they won’t remember. Wellness and self-improvement trends have also played a role, with younger travellers valuing immersive, enriching experiences over traditional party scenes.
- Social media is now one of the biggest travel influencers
Social media is now one of the biggest influences on travel, shaping where, when, and how people explore the world. Platforms like TikTok have transformed trip planning, with trends emerging in real-time and inspiring millions to book their next adventure. The rise of solo travel is a prime example – #solotravel saw a 50% increase in posts on TikTok in the first week of 2024 alone (when compared to the last week of 2023), generating 100 million views in the process.
Viral videos of Rome’s golden-hour rooftops, Parisian café culture, and Amsterdam’s storybook canals have turned these cities into must-visit destinations for solo travel, proving that a single post can transform a place into the next big travel hotspot overnight.
- Dating Apps Are Redefining Travel Experiences
Dating apps are no longer just about finding romance – they’ve become an unexpected travel tool for Gen Z and Millennial explorers. Generator’s survey reveals that 29% of young travellers are turning to dating apps to connect with locals, while 23% use them to uncover hidden gems off the beaten tourist track. Surprisingly, only 22% are primarily using these platforms to seek romantic connections.
This shift reflects a growing desire among younger travellers to move beyond generic guidebooks and curated social feeds. Instead, they’re seeking authentic, local-led experiences—whether it’s discovering a tucked-away coffee spot in Berlin or getting insider tips on Rome’s lesser-known piazzas. For Generator, this trend reinforces the importance of fostering more personalised, community-driven experiences that tap into travellers’ craving for genuine cultural immersion.
Annajane Güzel, Global Director of Brand Marketing of Generator, said:
“Travel is no longer about checking off destinations; it’s about chasing moments that matter. Gen Z and millennials are redefining exploration, seeking vibrant hubs where they can connect, celebrate, and create memories that linger long after the journey ends. Whether it’s travelling to concerts, stacking trips to discover hidden gems, or sharing stories with fellow adventurers, today’s travellers demand experiences as dynamic as their lifestyles. We’re not just providing a place to stay – but inviting guests to experience destinations the Generator way…”
As travel habits continue to evolve, Generator remains at the forefront, providing unique spaces that cater to the ever-changing desires of younger travellers.
