What Travel Means for Today’s 18 to 30 Year Olds
Table of Contents
As a 40 something who has just completed 5 weeks overseas and managed to get an Instagram & Facebook post up most days, I felt proud of myself like I was in the realms of the digital age.
But obviously I am not because the people who commented on my posts the most were my mum and the friends we were travelling with. So I am interested to look at how a new generation does it.
I saw on my travels that the 18 to 30 demographic, travel is more than a physical journey, it’s a personal and social milestone that a significant amount of consideration goes into the digital side of the experience.
For this generation travel is about capturing moments, connecting with cultures, and creating an indelible online presence as they go.
With the advent of social media, destinations are no longer just visited and talked about afterwards, they are curated for Instagram, TikTok, and YouTube.
This generational shift presents both opportunities and challenges for tourism operators. Understanding their motivations, behaviors, and cultural nuances can help you tap into this powerful market.So hopefully I can share some insights that might help you along the way.
In the digital age of travel, what do young travellers seek?
This generation seems to approach travel with a blend of spontaneity, creativity, and planning. They are driven by the desire to get the best photo at the most unique or renown location they can.
There is that competitive set that wants their picture, experience or video to be completely unique and nearly aspirational to their peers.
A few more detailed considerations on this idea;
The Pursuit of Unique Experiences
Today’s 18 to 30 travellers prioritise one-of-a-kind or totally unique adventures.
They’re drawn to activities like hot-air ballooning, eco-retreats, or exploring lesser-known cultural landmarks.
For instance, in Arizona recently I noticed so many flocks to Horseshoe Bend for its jaw-dropping vistas. They are willing to put themselves at significant risk for the best photos or to make it look like they are the only ones there. The cinematic allure of a well-known vista is significant for this generation.
The Power of Storytelling
This generation of young travellers love to narrate their journeys. They want to show their peers / audience not only are they visiting this unique location but they are also experiencing it.
With video, reels, stories the social proof of the depths of an experience the traveller is having can be created.
Whether it’s an Instagram reel of hiking the Grand Canyon or a TikTok about trying traditional cuisine, their goal is to engage their audience with authenticity and creativity.
Sustainability and Purpose
Depending on their cultural heritage I see that millennials and Gen Z travellers value environmentally conscious options.
They prefer destinations and tourism operators that support local communities, minimise waste, and promote cultural preservation.
This generation will also choose an experience based on its social responsibility. So consider how you promote your eco tourism certifications, your energy efficient systems and your rubbish recycling protocols.
Social Validation
Unlike me with my mum commenting on every post, this generation consdiers a travel experience to be successful if it garners likes, comments, and shares, for those other than parents.
This mindset sometimes pushes them to take risks, such as climbing dangerous cliffs for the perfect shot. Tragically, over 250 people worldwide have died while attempting selfies in risky conditions between 2011 and 2017.
We saw this for ourselves on the edge of the Grand Canyon, Horshoe Bend and even across the Brooklyn Bridge when 20 somethings were hanging off cliffs and climbing over railings.
Understanding the Influencer Mindset
This group often sees themselves as micro-influencers or in many cases future influencers.
Even if they don’t have millions of followers, their carefully curated travel content serves as a personal brand.
This aspiration affects how they choose destinations, plan itineraries, and interact with experiences. For operators, this means providing shareable, visually appealing moments along with good stories to share.
Cultural Differences: Eastern vs. Western Travellers
While 18-30-year-olds share many similarities globally, cultural difference do significantly shape their travel behaviour, this is obvious at every Arizonan lookout.
As a tourism operator ensure you really understand what your ideal guest is looking for and how that determines their behaviour.
Western Travellers
Motivations: Seeking personal growth, adventure, and escapism. Prefer flexible itineraries, often blending solo travel with group tours.
Travel Style: They prioritise experiences over possessions. They focus not on brands and how they look but more on authenticity. They are drawn to road trips and outdoor adventures (e.g., driving through Arizona’s iconic landscapes).
Social Media Use: Their focus is on storytelling and aesthetic visuals. Platforms like Instagram dominate.
Expectations: They value personalised, off-the-beaten-path experiences while appreciating sustainable tourism practices and authentic local engagement.\
Eastern Travellers
Motivations: Emphasise is on group travel, often with family or friends. Their focus is on cultural landmarks and prestige destinations that acknowledge their status or wealth. Willingness to take risks for the right shot or possibly not really understanding the risks.
Travel Style: Detailed, pre-planned itineraries. Group selfies and coordinated outfits are common. Investing considerable time and money to curate the right look for the location. Usually prefer luxury and comfort, though some younger travellers increasingly explore budget options.
Curate outfits and looks to complement each shot. Recently at Horseshoe Bend in Arizona we saw a number of Chinese travellers in their mid-twenties wearing runway style fashions in -1 degree celsius to see the look out. Obviously, this was about the photo not the actual destination.
Social Media Use: Platforms like WeChat, Weibo, or TikTok (Douyin in China) are preferred. With every aspect of the experience being captured from the entry ticket stub, to the signs welcoming you to the location and of course every snack, meal or beverage.
Expectations: Seek safety, convenience, and clear communication. Appreciate multilingual support and culturally familiar services.
Tips on how you can attract and engage 18-30 year old travellers
Embrace the Digital Landscape
• Create a strong online presence for your business. Your website and social media must be visually compelling, ensure you have loads of stunning images even consider offering free downloads of high-res images. Ensure your website is easy to navigate and optimised for mobile devices.
• Engage on relevant platforms for this market. Use Instagram, TikTok, and YouTube for Western audiences, while Eastern travelers respond better to WeChat and Weibo. If you don't know how to access, We Chat and Weibo, find some Chinese students to assist you are jump in Fiver or Upwork.
• Incorporate influencers into your brand/experience. Collaborate with travel influencers to showcase your destination authentically. Their reach can amplify your visibility among this demographic. Make a list of potential influencers to approach and contact a handful each month. Also ensure you check their credentials and that their followers are your target audience.
Embracing the Digital Revolution
2. Offer Instagram-Worthy Experiences
• Highlight Iconic Spots. Showcase visually stunning locations like Horseshoe Bend or unique cultural attractions in your area.
• Design Shareable Moments. Include photogenic backdrops, branded hashtags, and helpful guides for capturing the perfect shot. Create a photogenic backdrop and with consistency of posting and user generated content recognition and engagement will grow.
• Encourage User-Generated Content. Run contests or promotions where visitors share their best travel photos for a chance to win discounts or perks. Give your customers an image to share of themselves doing your experience and ensure you give them the appropriate hashtags and social handles to connect their image with your business.
Example: If you have a surf school, find an instagram worthy location to take customers to with your surf boards after their lesson. Do this over and over and soon enough travellers of this generation will want their picture in that location for their socials.
22+ Must-Visit Instagram Travel Destinations in 2024
3. Prioritise Safety Without Sacrificing Adventure
• Promote Safe Practices. Clearly mark safe areas for photography and adventure activities. Provide safety guidelines and encourage responsible behaviour. If you are concerned about safety, provide restricted or controlled access to locations.
• Offer Guided Options. For risky activities like hiking the Grand Canyon, offer guided tours that provide both safety and insights. Consider also offering different tours to suit different target markets. Maybe Eastern Travellers that are after the ultimate photo are on one style of experience while Western Travellers who are focused on a deep connection are on a different style of tour.
4. Showcase Purposeful Travel
• Highlight Sustainability. Promote eco-friendly initiatives like reducing single-use plastics or supporting local businesses. If you have Eco Tourism accreditation ensure you share that with your guests. Highlight what you do well and what you are improving on. This shows authenticity and creates a deeper connection.
• Offer Cultural Immersion. Include activities like cooking classes with locals or learning traditional dances.This is not always easy however start with something small and see how guests like it. Maybe it’s a simple 10 minute explanation of the cultures surrounding your location or experience.
5. Cater to Diverse Cultural Expectations
• Tailor Your Communication. For Eastern travellers, offer multilingual services and staff who understand their cultural preferences. If you are not able to do this then consider signage or guides translated and laminated for easy use. Western travellers may appreciate informal, friendly interactions.
• Respect Rituals and Customs. Understand cultural sensitivities, like dietary restrictions or traditional etiquette.If you are unsure, be genuine and ask what the guest needs to require prior to their arrival. No one expects you to know but if you take the time to ask, ensure you take the time to deliver it too.
• Personalise Experiences: Offer flexibility to cater to both detailed planners (Eastern travellers) and spontaneous adventurers (Western travellers). This could be as simple as sending “what you need to know” before they arrive and allow for a click through to more detailed information should the guest wish to know more.
6. Leverage Technology
• Streamline the booking process. Offer easy online booking with mobile-friendly interfaces and support for multiple currencies. Consider having a booking platform that allows for multiple language translations.
• Provide virtual previews. Use 360-degree videos or virtual tours to inspire bookings. Give potential guests options to look through galleries, read reviews and know more about you and your business.
• Stay connected post experience. Send follow-up emails encouraging reviews or sharing personalised travel tips.
Virtual Reality Hotel Previews: Revolutionizing the Booking Experience
The future of travel for the 18-30 market
For today’s 18-30-year-olds, travel is an interplay of personal exploration and social storytelling.
Destinations are platforms for creativity, connection, and transformation.
By understanding their motivations, respecting cultural nuances, and curating experiences that align with their values, tourism operators can successfully attract and engage this dynamic market.
The key lies in balancing adventure with safety, authenticity with aesthetics, and personalisation with accessibility. With thoughtful strategies, operators can create memorable journeys that leave young travellers not just inspired but eager to share their experiences and return for more.
Really consider how you are currently engaging with this market and what you can do to improve your engagement to attract more travellers to your tourism experience.
Ready to connect with the next generation of travellers? Take a closer look at your current strategies and discover how to create authentic, share-worthy experiences that inspire loyalty and excitement. Let’s help you engage and attract more young adventurers to your tourism offerings—starting today!
