Travel planning, Gen Z and Millennial style

A new report reveals that younger travelers choose destinations based on activities, signaling a major shift in the tourism industry

A new Arival report shows that travel experiences are increasingly influencing destination choices, especially among Gen-Z and Millennial travelers. These younger groups are shifting the planning mindset from “where to go” to “what to do,” highlighting a growing preference for immersive and meaningful travel activities. The findings will be a central topic at the upcoming Arival 360 event in Valencia.

Key takeaways

• Experiences drive destination decisions: 65% of travelers say experiences influence where they travel, especially those aged 18–54.
• Generational shift: Younger travelers prioritize experiences, food, and activities over traditional destination-first planning.
• Popular experiences: Culinary experiences, local interactions, themed tours, wellness, festivals, and sports events are on the rise.
• Planning behavior differs by age: Travelers aged 18–34 book experiences earlier, while those 55+ tend to decide last minute.
• Economic impact: Many travelers are limiting trips in 2025 due to cost concerns - operators should focus on relevant, standout experiences in a competitive market.

Get the full story at WiT and McKinsey & Company