Ask a Gen Z or Millennial traveller where they're heading this year, and you might get very different answers. New research from youth travel specialist Adventure360, based on more than 4,700 bookings over the past year, reveals a clear generational split in destination choices.
Thailand tops the Gen Z list, appearing in 29.2% of their bookings – the highest figure recorded for either generation. Australia takes the Millennial crown with 17.8%, just ahead of Thailand at 17.4%. Cambodia, Laos, and New Zealand rank in the Gen Z top 10 but don't appear for Millennials, while Japan, Greece, and Iceland are Millennial favourites that Gen Z largely ignores.
Why the divide?
Experts point to a mix of budget constraints, social media influence, and visa policies. For Gen Z, affordability is key. Thailand has long been a budget backpacker hub, and Cambodia and Laos offer rock-bottom prices for decent accommodation. The viral appeal of destinations like Angkor Wat in Cambodia – where TikTok clips recreating the mobile game Temple Run have drawn over two million views – and the Kuang Si waterfalls in Laos are also driving interest.
New Zealand's popularity with Gen Z (ranked ninth) is largely due to its working holiday visa, which allows passport holders aged 18 to 35 to stay for up to 36 months. Many Millennials have aged out of eligibility, which explains its absence from their list.
Millennials, by contrast, are more willing to pay for higher-priced destinations like Japan, Greece, and Iceland. As Jane McLellan-Green, travel expert at Adventure360, puts it: “A £5 (€5.85) coffee in Reykjavík is a hard sell for Gen Z when the same money covers a bed for the night in Vientiane, but millennials are much happier to pay the price.”
The study also highlights a broader trend: Gen Z is increasingly seeking quieter, lesser-known places. Skyscanner data cited in the research shows 76% of Gen Z are open to choosing a less popular destination over a crowded one, and 51% have actively planned a quieter trip to avoid crowds. One in three say crowds have spoiled a previous holiday.
Financial expectations differ too. While 60% of UK-based Gen Zs say they plan to travel abroad more this year, only 45% intend to spend more on flights. That constraint rules out pricier destinations.
The findings echo broader shifts in how young Europeans plan trips, with TikTok now a major source of travel inspiration for nearly half of Gen Z Europeans. The platform's influence is reshaping the map of desirable destinations, often favouring spots that are photogenic and affordable.
For those watching European travel trends, the contrast is striking. While Millennials may flock to Greek islands like Halkidiki or plan a splurge in Japan, Gen Z is more likely to be found in the temples of Luang Prabang or the beaches of Koh Rong. The generational divide is not just about taste – it's a reflection of economic realities and the digital world they grew up in.
As the travel industry adapts, understanding these preferences will be crucial. For now, the message is clear: if you're a Gen Z traveller, keep an eye on your budget and your TikTok feed; if you're a Millennial, the world – and its higher price tags – remains your oyster.
