Millennials and Gen Z Redefine Travel: From Tourists to Identity Explorers
For Millennials and Generation Z, travel has evolved far beyond a luxury or occasional getaway—it’s now a lifestyle and expression of identity. A recent COCHA Travel Insights report reveals that younger generations seek meaningful, personal, and emotionally enriching travel experiences, choosing destinations that reflect their values and help them grow. According to Daiana Mediña, Head of Brand and PR at COCHA, “The new young traveler is hyperconnected, purpose-driven, and aware of their impact. They value authentic, local experiences over conventional tourism.”
A powerful influence in this shift is social media. In 2025, 88% of young people say their travel choices are inspired by content on platforms like TikTok, Instagram, and YouTube. TikTok drives discovery with its viral content, Instagram shapes travel decisions through its aesthetic inspiration, and YouTube offers deeper research. This trend has given rise to set-jetting, where travelers seek out filming locations from popular series like The White Lotus (Sicily), Game of Thrones (Croatia), and Emily in Paris.
In terms of destinations, younger generations are turning away from mass tourism in favor of emerging and lesser-known locations. From Bangkok, Tokyo, and Delhi in Asia, to Colombia, Peru, and southern Chile in South America, and even the Balkans and Georgia in Europe, these travelers are chasing emotional impact, visual appeal, and authenticity. “Gen Z looks for experiences that are not only shareable but tell a story,” says Mediña.
Another defining characteristic of Millennial and Gen Z travel is flexibility. Over 58% of Gen Z and 65% of Millennials report having taken a workation—blending remote work with leisure—in the last year. Meanwhile, slow travel is on the rise, with more young travelers choosing to stay longer, live like locals, and engage more deeply with the culture and rhythms of a place.
Ultimately, this new generation of travelers views travel as a core part of their identity. COCHA reports that 70% of Gen Z prefer spending on experiences over material goods, while 56% of Millennials see travel as part of their daily lifestyle. As Mediña concludes, “Travel is no longer a break—it’s an ongoing chapter in a person’s emotional résumé.”
With this shift, travel in 2025 is no longer just about reaching a destination, but about connecting with it. Through a blend of pop culture, spirituality, and nature, Millennials and Gen Z are crafting personal journeys that are visual, emotional, and story-driven—and COCHA is evolving alongside them with flexible, expert-led, and purpose-focused travel solutions.
