Experiential travel isn’t just a trend—it’s reshaping the way younger generations explore the world. Gen Z and Millennial travel preferences are moving away from crowded resorts and tourist traps and toward immersive, meaningful stays that spark growth, connection, and adventure. These travelers don’t just want to see a place—they want to feel it, live it, and come home transformed.
What Gen Z and Millennial Travelers Value Most
Adventure Over Amenity
Adventure has replaced traditional luxury for Gen Z travelers. According to PeekPro, 68% of Gen Z travelers now prefer adventure-based vacations like hiking, diving, or cultural immersion over standard sightseeing tours. This generation values experiences that challenge them—like trekking through remote jungles or kayaking under starlit skies—far more than sitting poolside at a resort.
Authenticity & Identity
Authenticity isn’t optional for these generations. “Gen Z seeks authentic experiences, growth, sustainability, and connection over material travel perks,” reports Hospitality Net. They see travel as an extension of their identity, choosing stays that reflect their values and cultural curiosity. Boutique lodges, homestays, and eco-friendly treehouses or glass igloos are far more appealing than generic hotel chains.
Wellness & Purpose
Wellness is another priority. TravelPerk reports that over 60% of Gen Z and Millennials plan trips with a focus on mindfulness, self-care, and personal health. Yoga retreats, local spa traditions, and food experiences that nourish both body and spirit are in high demand. For these travelers, wellness and adventure often go hand in hand.
Sustainability & Responsibility
Values matter deeply to both groups. PeekPro found that 56% of Gen Z travelers select destinations based on strong environmental practices, such as eco-friendly lodging or wildlife conservation. This shows a clear shift away from the disposable tourism model toward travel that supports local communities and protects the planet.
Gen Z and Millennial Travel vs. Traditional Tourism
| Resorts & Tourist Attractions | Gen Z & Millennial Travel |
|---|---|
| Predictable, crowded, standard offerings | Unique, immersive, and often far from the beaten path |
| Large hotel chains with generic amenities | Stays that tell a story: treehouses, glass igloos, cliffside A-frames |
| Touristy, surface-level activities | Deep, hands-on experiences like cooking with locals or climbing frozen waterfalls |
Experiential travel gives Gen Z and Millennials the freedom to explore in ways that resonate deeply. It’s not just about where they go, but how they grow through the journey.
Atlas + Wild explains it perfectly:
“Experiential travel is about awakening your senses and connecting deeply with the world around you. It’s not about checking a place off your list—it’s about the story you create while you’re there.”
Regional Trends in Gen Z and Millennial Travel
Across the globe, Gen Z and Millennials are redefining travel habits.
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Asia Rising: In Vietnam, tourism boards are seeing a surge in demand for authentic, adventure-based activities. Travel and Tour World reports that Gen Z travelers are increasingly rejecting flashy resorts in favor of trekking, street-food tours, and cultural immersion.
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Shoulder-Season Travel: According to The Economic Times, Gen Z searches for fall travel in 2025 have risen by 26%, as younger travelers seek affordable, culturally rich destinations while avoiding peak-season crowds.
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Sustainability in Europe: Green Pearls notes that European Gen Z travelers are prioritizing nature-focused, sustainable accommodations, such as eco-lodges or wilderness camps, over classic beach vacations.
These patterns reflect a shared desire: more meaning, less mass tourism.
Social Media’s Impact on Gen Z and Millennial Travel
Social media is at the heart of Gen Z and Millennial travel. TikTok, Instagram, and influencer content are key sources of inspiration. Collage Group notes that for Gen Z, “travel is an action—a way to explore, create, and share excitement, not just relaxation.” These generations seek travel experiences that are visually stunning, highly shareable, and deeply personal.
How to Plan an Experiential Trip
Planning an experiential getaway requires intention. Here are a few tips:
Start With Your Why Ask yourself what you want from this journey: connection, challenge, growth, or rest with meaning. Your answer will guide your destination and experiences.
Choose Unique Stays Look for accommodations that feel alive and connected to their surroundings. Atlas + Wild curates places like treehouses, glass igloos, and cliffside A-frames specifically for this purpose.
Go Beyond the Tourist Trail Research activities that go deeper than the typical tours. Hire a local guide, visit hidden waterfalls, or learn a traditional skill.
Leave Space for Discovery Avoid over-scheduling. Some of the most memorable moments happen when you explore freely and follow your instincts.
How to Travel Like Gen Z and Millennials
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Stay Differently: Choose accommodations that are unique and meaningful, like mirrored houses, treehouses, and glass igloos.
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Seek Challenge: Try experiences like kayaking through glacier waters or hiking trails that few tourists ever see.
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Support Local: Invest in local businesses, artisans, and guides to create a positive impact.
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Travel with Purpose: Pick destinations that align with your values and encourage sustainability.
The Future of Gen Z and Millennial Travel
The future of travel is being written by Gen Z and Millennials. These generations are trading crowded resorts and cookie-cutter tours for journeys that are wild, intentional, and deeply personal. They crave connection, growth, and adventure—from kayaking through glacier waters to sharing a fireside meal with locals in a remote village.
As Hospitality Net explains, these travelers see travel as part of who they are. Whether you’re a traveler planning your next adventure or a brand catering to this rising demand, the message is clear: the future of travel is wild, meaningful, and deeply personal.
For brands and destinations, the message is clear: Gen Z and Millennial travel is the future of the industry. Those who embrace unique stays, sustainability, and meaningful experiences will win the hearts—and loyalty—of these passionate explorers.
Dive in and discover tips for finding unique stays, planning meaningful adventures, and traveling with purpose.
Explore More with Atlas + Wild
- The Rise of Experiential Stays – Experiential stays are on the rise in ways that hotels can’t replicate.
- 9 Steps to Choosing the Right Adventure for Your Escape – Choosing the right adventure can make or break your journey.
- 13 Enchanting and Unique Treehouses in the U.S. – Treehouse stays bring a sense of adventure and wonder to your travels.
- 4 Unique A-Frame Stays in Oregon’s Forests – Travelers are booking in favor of unique architecture, rustic charm, and immersive wilderness escapes.
- How Luxury Adventures Can Transform Your Trip – The result is a trip that feels unforgettable, layered with immersive moments, a soulful stay, and extraordinary landscapes.
