New travel trends among young people: How do Millennials and Gen Z travel?

For younger generations, travel is no longer an occasional luxury, but a way of life. This is confirmed by the new COCHA Travel Insights study, which identifies a profound transformation in the travel habits and motivations of Millennials (born between 1981 and 1996) and Generation Z (1997–2012). Today, young people travel with a purpose: they seek destinations that allow them to grow, express themselves, and live in a way that is consistent with their values.

"The new young traveler is hyperconnected, demanding, and deeply aware of the impact they make. They value local and authentic products over mass-produced or traditional ones," explains Daiana Mediña, Head of Brand and PR at COCHA.

The executive adds that her main motivations include cultural connection and emotional well-being. “Travel, more than a break, has become a tool for personal development: from a yoga retreat to a historical tour of the roots of Latin America,” says Mediña.

The digital influence

So far in 2025, 88% of young people report choosing a destination after seeing it on social media. TikTok leads as a discovery platform, followed by Instagram—for its aesthetic value and planning tools—and YouTube, used for in-depth research. “The aesthetics and visual potential of the place matter. For many, if the destination isn't shareable, it loses its appeal,” says Mediña. This has fueled phenomena such as set-jetting, which takes thousands of people to visit locations from series like The White Lotus (Sicily), Game of Thrones (Croatia), or Emily in Paris.

New destinations, new priorities

The COCHA Travel Insights study highlights a growing interest in emerging, less crowded destinations. In Asia, Bangkok, Tokyo, and Delhi stand out for their combination of spirituality, modernity, and nature. In South America, Colombia, Peru, Bolivia, and southern Chile are gaining prominence. In Europe, the Balkans and Georgia are capturing attention with their authenticity and low levels of tourist saturation. “Gen Z prioritizes unique, visually powerful experiences with an emotional impact. They prefer to avoid mass tourism and discover hidden gems that allow them to tell a story,” adds Mediña.

Both generations are opting for flexible travel. 58% of Gen Z and 65% of Millennials have done at least one workation—a combination of remote work and vacation—in the past year. Slow travel is also gaining ground, where people prefer to stay longer in one place, live like a local, and participate in the destination's culture.

Beyond the Holidays: Travel as Identity

According to COCHA data, more than 70% of Generation Z prefers to spend on experiences rather than material goods, while 56% of Millennials consider travel to be part of their everyday identity. “Today, travel is part of their routine. It's part of a person's emotional résumé,” Mediña concludes.

New routes, new stories

With a visual, emotional, and personalized approach, travel in 2025 is no longer just about arriving at a place, but rather becoming one with it. Pop culture, spirituality, and nature are combined in itineraries, and destinations are no longer just dots on the map but rather personal stories.

COCHA offers multiple options for those who want to travel with purpose, style, and flexibility. Adapted to a new generation of travelers, COCHA continues to offer expert advice, digital tools, and personalized products for those who understand that travel is not a pause, but a way of life.

Source: COCHA.