Millennial and Gen Z Travel Trends in the Digital Era

In the rapidly evolving digital era, TikTok has become more than just an entertainment platform. For Millennials and Gen Z, TikTok has now become a primary tool for discovering travel inspiration, planning vacations, and sharing experiences. The platform is reshaping the travel industry with its authentic, interactive, and visually compelling approach. How is TikTok influencing the travel trends of the younger generations? Let’s explore this further based on data from the Indonesia Millennial and Gen Z Report 2025.

Young generations are no longer relying on traditional search engines like Google to find their dream destinations. Data from Google shows that 40% of Gen Z prefer TikTok and Instagram for travel inspiration. With millions of travel videos uploaded every day, TikTok offers a more personalized and visually rich search experience.

This trend is fueled by short videos showcasing hidden gems in various destinations, budget travel tips, and “travel hacks” that make vacations more accessible. It’s no wonder that search terms like “cheap flights” and “travel hacks” have reached 117 million global views.

One of the main reasons TikTok has such a significant impact on the travel world is its user-generated content (UGC). Younger generations find UGC more authentic than traditional advertisements because it reflects real-life experiences.

According to TikTok data, 74% of users are inspired to purchase travel products or services they hadn’t initially planned for after seeing content on TikTok. With relatable and engaging content, TikTok is helping young people turn their travel dreams into reality.

When it comes to destinations, the preferences of Millennials and Gen Z highlight a focus on fun and meaningful experiences:

• 66% seek relaxing vacations to escape from daily routines.
• 58% prefer city breaks, enjoying the hustle and bustle of big cities.
• 42% are drawn to nature-based vacations, like hiking in mountains or exploring beaches.
• 30% are targeting luxury vacations, looking for exclusive experiences with top-tier amenities.

This trend indicates that relaxation and connection with nature are top priorities, alongside a growing interest in eco-tourism and authentic experiences.

For Millennials and Gen Z, content creators have become the modern-day travel guides. Data shows that young people are 4.1 times more likely to seek travel inspiration from content creators during their trips. Creators not only share valuable information but also build trust through personal experiences.

Collaborations between travel brands and content creators have proven to be highly effective strategies. For instance, TikTok has become a major platform for brands like tiket.com, which leverages UGC and creator partnerships to reach younger audiences authentically.

While often grouped together, Millennials and Gen Z have different travel preferences:

• Millennials seek meaningful experiences that involve local culture and history. They prefer destinations that offer personal growth opportunities and often choose lesser-known places.
• Gen Z, on the other hand, is more focused on social media trends and “Instagrammable” destinations. For them, travel is about creating moments that will catch attention on social media.

Destinations that go viral on TikTok often become “must-visit spots” for the younger generation. The authenticity and connection with real experiences are key to the popularity of these destinations. Young people are more likely to be inspired by travel videos made by fellow TikTok users than by commercial ads.

Gaery Undarsa, Co-Founder and CMO of tiket.com, explains, “Destinations that go viral on TikTok are now top priorities for young travelers. This reflects a significant shift in how travel decisions are made, with a focus on authentic content rather than polished advertisements.”

With 67% of Millennials and Gen Z in Indonesia using TikTok to share experiences or seek travel recommendations, the opportunities for the travel industry are vast. Brands that want to connect with this generation should focus on:

• Creating engaging and relevant content.
• Collaborating with content creators who have the right audience.
• Offering information about affordable, accessible destinations close to nature.

TikTok is not only transforming how young people plan their travel, but also shaping their preferences for authentic, affordable experiences and sharing moments digitally. For the travel industry, this is a crucial time to adapt and leverage the platform to create deeper connections with their audience.

By understanding the needs and desires of Millennials and Gen Z, travel brands can take strategic steps to become part of their journey, both in terms of inspiration and execution.