The trend of "traveling according to passion" is on the rise

The survey results show that new trends will influence Gen Z's travel habits in 2024. Specifically, 69% of Vietnamese Gen Z use social media as a tool to find travel ideas and inspiration, 54% of Vietnamese Gen Z want to visit new places they have never been to, 67% of Vietnamese Gen Z want to travel to places that have appeared in movies or TV shows, and 65% of Vietnamese Gen Z intend to travel and experience cultures that have appeared in movies or TV shows.

Gen Z sees travel as an indispensable part of life.

As Gen Z becomes the main customer group of the travel industry, their preferences and habits are gradually reshaping the current travel landscape. Gen Z, including those born between 1995 and 2010, considers travel an indispensable part of life. According to a survey, 77% of Gen Z in Vietnam said that they are the best version of themselves when traveling. This generation loves comprehensive and unique experiences that reflect their personal interests and passions. Booking.com, one of the leading digital travel companies, has revealed the new trends that will influence Gen Z's travel habits in 2024.

Influenced by social media

For Vietnam’s Gen Z, social media is not only a way to connect but also a source of inspiration for travel plans. Specifically, 69% use platforms such as Instagram, Tiktok, Facebook or Youtube to find ideas for their next trip. Beautiful landscapes shared by influencers, trending destinations featured in trending videos and the visual appeal of social media are the travel inspirations of this generation of travelers.

Choosing to travel comes from personal passion and interests.

Purpose-driven travel is a growing trend among Gen Z. These trips can range from attending music festivals, concerts, or sporting events, depending on personal preferences. Of Gen Zers who travel for festivals or events, 22% say they spend money because of their love for the performing artist. Additionally, 22% say they travel far and wide to attend events they love.

Entertainment culture shapes travel desire

Entertainment culture has a strong influence on the travel decisions of Vietnamese Gen Z. According to the survey, 67% of respondents said they were inspired to explore places that appeared on screen, while 60% wanted to experience the food and culture that was introduced on television.

Not only that, Gen Z also wants to visit famous landmarks, experience culture and specific tourist destinations featured in movies and television. The following figures partly show the deep relationship between popular culture and the travel decisions of this young generation.

55% of Vietnamese Gen Z are willing to visit a specific scenic spot they have seen in a movie or TV show. 49% will go and experience activities introduced in TV or movies. 65% feel compelled to experience cultures portrayed in shows or movies. 6% choose to dine at a restaurant mentioned in their favorite show/movie. 37% will choose a place to stay they have seen in the media. 40% of Vietnamese Gen Z travel just to meet their idol from a movie/TV show. 22% would want to travel to experience the residence of a famous artist.

Mr. Varun Grover, Country Manager of Booking.com in Vietnam shared: "The travel choices of Gen Z have revealed the future of travel - a future driven by personal passion and unlimited online connection. Travel for Gen Z is not just about sightseeing but also a journey to connect with passion, and the stories in the media that contribute to shaping their worldview. At Booking.com, we are committed to making it easier for everyone, including Gen Z travelers, to experience the world by providing personalized experiences that match each traveler's interests and aesthetic tastes."

Gen Z is gradually becoming the main customer group of the tourism industry (illustrative photo)

The above survey results are based on two separate surveys commissioned by Booking.com, conducted over two different time periods and scales, focusing on Gen Z travel habits and preferences.

The Travel Trends 2024 study was conducted independently among a sample of adults who have traveled overnight in the past 12 months, plan to travel in 2024, and are involved in travel planning. The survey sample included 32,300 participants from 32 markets and was conducted in January or February 2024.

The Travel Forecast 2024 study was conducted among adults planning to travel for business or leisure in the next 12-24 months. A total of 27,730 respondents across 33 countries and territories were surveyed. Respondents completed an online survey in July 2023.

Source: https://toquoc.vn/xu-huong-du-lich-theo-dam-me-len-ngoi-20240827191416629.htm