ibis, popular economy hotel brand, has marked its 50th anniversary with the launch of a new global campaign “Go get it” and the release of its first-ever travel trends report, shedding light on how Gen Z and Millennials will shape travel in 2025. Conducted in collaboration with the travel forecasting agency Globetrender, the report is based on a survey of 9,000 respondents across eight major markets, including India, the US, UK, Brazil, and China. It provides insights into the emerging priorities, motivations, and travel habits of Gen Y and Z, who are poised to dominate the travel industry.
The new ‘Go get it’ campaign celebrates ibis’ legacy of democratising travel by making quality stays accessible to a wide range of travellers, from first-timers to experienced globetrotters. Jean-Yves Minet, Global Brand President for Midscale & Economy, Accor, emphasised the brand’s continued commitment to serving its guests, stating, “For us, travel is about more than the destination. It’s about creating meaningful connections with people and places. ibis is dedicated to ensuring guests have a seamless and rewarding experience—no matter their travel intent.”
Key Travel Trends for 2025
The report highlights ten key trends that will drive the travel habits of Millennials and Gen Z in the near future:
1. TikTok Trailblazing: Social media continues to influence travel, with 17 per cent of travellers citing TikTok as their primary source of inspiration, rising to 27 per cent for Instagram. Viral destinations and under-the-radar locations are particularly appealing to Gen Z.
2. City Hopping: Instead of limiting themselves to single-city trips, 26 per cent of travellers plan to visit multiple cities during one trip, expanding the concept of the traditional city break.
3. Gig Tripping: With 48 per cent of Gen Z and Millennials prioritizing experiences over destinations, music festivals and cultural events are becoming key travel drivers.
4. Stadium Safaris: Live sporting events are becoming a major travel motivation, with 13 per cent of younger travellers planning trips around stadium visits or sporting events.
5. Weekend Extenders: Remote work is blurring the lines between work and leisure, with 23 per cent of Gen Z and Millennials wanting to combine business with leisure through extended “workcations.”
6. Scene Seeking: LGBTQ+ travellers and those looking for a sense of belonging are increasingly seeking out destinations that offer vibrant, year-round community engagement.
The report, based on a survey of 7,250 respondents across 14 Asia-Pacific markets, reveals that travel is the second-highest expense for Indian consumers, following ‘everyday spend’ on groceries and retail shopping. Millennials spend the most on travel, with the category making up 34 per cent of their annual budget, while Gen Z, Gen X, and Boomers spend significantly less—USD 2,622, USD 3,059, and USD 2,600 per annum, respectively.
7. Gastro Globetrotting: Food tourism is on the rise, with 92 per cent of young travellers saying that the local food scene is an important factor in choosing a destination.
8. Tribe Travel: Traveling with friends is gaining popularity, with 28 per cent of Gen Z and Millennials planning to explore destinations with their social circle in 2025.
9. Set Jetting: Film tourism is on the rise, as 8 per cent of younger travellers are interested in visiting locations made famous by movies or TV shows.
10. Nocturnal Activities: Nightlife is a growing factor for travellers, with 8 per cent prioritizing destinations known for vibrant after-dark experiences, rising to 14 per cent for those aged 18-24.
One of the most significant findings from the report is the shift toward experience-driven travel. According to ibis data, 58 per cent of respondents globally believe that “experiences are better than stuff,” which is reshaping the way Gen Z and Millennials plan their trips. From attending concerts to exploring local cultures, young travellers are increasingly focused on personal growth, cultural connections, and community-building experiences.
“Budget shouldn’t limit your travel experience,” adds Minet. “At ibis, we welcome a diverse range of guests, from those embarking on their first journey to seasoned travellers. Our focus is on creating a comfortable stay while allowing our guests to fully immerse themselves in the world around them.”
As part of its new vision, ibis is not only shaping travel trends but also ensuring that travellers from all walks of life can enjoy meaningful and enriching experiences. The brand’s commitment to affordable yet quality accommodations, combined with its understanding of what drives the new generation of travellers, positions ibis as a leader in the economy hospitality sector for the next 50 years.
