Gen Z Drives Shift To "Experience-First Travel" As 83 Per Cent Prioritise Authenticity: Report

Travel is no longer about checking off a list of destinations. To most, especially Gen Z, travelling has become all about the vibe of a place, what it has to offer, and how deeply one can immerse in it.

Travel is no longer about checking off a list of destinations. To most, especially Gen Z, travelling has become all about the vibe of a place, what it has to offer, and how deeply one can immerse in it.

Around 83 per cent young travellers now prioritise authentic experiences over conventional tourist attractions, states the American Express Global Travel Trends Report. The report indicates a more general shift in travelling behaviour, where participation and cultural connection take a centre stage while planning trips.

Experience Before Sightseeing

The report highlights the clear trend toward what is referred to as "experience-first travel". Instead of following a predetermined itinerary or making their way through a checklist of famous tourist destinations, tourists are now engaging in activities where they get to interact with the destination, its culture and values.

Such activities can involve interaction with local communities, cultural experiences, or even visiting fewer sights but at a slower pace. What matters is the experience, and not how many places the travellers manage to see during the tour.

Rise Of ‘Sight-Doing’ And Skill-Based Travel

There is a new trend of "sight-doing", which refers to a preference for participating in an event or an activity, rather than just observing it. These activities may include things like cooking lessons or crafting and provide an opportunity to gain useful skills.

It is particularly prevalent among the Gen Z; they tend to plan trips based on skills gained or experiences they wish to have while traveling.

The other trend described is "lore chasing", where the choice to travel is based on tales, history, and cultural narratives. As a result, heritage sites and lesser-popular locations are gaining popularity among travellers. At the same time, more time is spent on research before traveling are making the trips more meaningful and less commercialised experiences.

Food In Focus

Food is becoming a major travel motivation. The report has termed this trend as "snackpacking" where travellers plan their itineraries based on authentic local food and food experiences.

Street food markets to local delicacies, food is now a major motivating factor to choose a destination. Social media is still playing a role in these preferences, determining where travellers visit and what they will sample.

Work and Leisure Travel

Another trend cited in the report is "miles on milestones", which points out the rise in a combination of business and leisure travel. Travellers are stretching work trips or traveling around major events and personal milestones.

This trend brings forth the evolving pattern of conventional work travels, allowing the flexibility to turn a boring work trip into something that can be associated with life and personal milestones.

Travel trends are constantly changing, and Gen Z is at the heart of this change. Right now, the trend points towards authenticity, participation and meaningful engagement, influencing the way trips are planned and experienced.