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Travel Trends 2024: The Ideal Vacation for Gen Z and Millennials

Travel offers a break from daily routine and a chance to explore new experiences. To understand the latest trends in the world of tourism, Jakpat conducted a survey of 1,448 respondents who shared their travel plans for the next six months.

Travel plans

As many as 36% of respondents plan to take a vacation outside the city, especially Millennials. Another 26% of respondents chose a vacation in the city without staying overnight. On the other hand, 38% of Gen Z do not have vacation plans for the next six months.

Millennials tend to plan vacation with their families or partners, while Gen Z prefers to vacation with friends. As many as 64% of respondents plan to enjoy a short vacation for one to three days. Based on economic class, the upper-class tends to plan longer vacations, such as four to seven days.

Travel purpose

Stress relieve is the reason for traveling for 66% of respondents. In detail, Millennials and women are more interested in culinary tourism, while Gen Z and men are more focused on finding new experiences and me time.

When choosing a tourist location, three out of five respondents consider the cost. Millennials tend to pay attention to the activities that can be done, the location, and the variety of culinary food available. On the other hand, Gen Z prioritizes security aspects and places with interesting photo spots.

Septiana Widi Sugiastuti, Research Lead of Jakpat highlighted the public’s interest in traveling while doing out activities that support physical and mental health. “The development of wellness tourism can provide opportunities for the tourism industry by developing health tourism packages or wellness programs. It can be marketed as a way to refresh the body and mind, especially for urban workers who are looking for a destination to holiday.”

Choosing holiday gift

As many as 63% of respondents prepared funds to buy holiday gift, especially among those who already have children. The most popular type of souvenir is local specialties, which are chosen by 87% of respondents. Souvenirs such as keychains, magnetic stickers, and miniatures, are the second most popular choice with a percentage of 57%.

As many as 84% of respondents bought gift at souvenir center stores, while 1 in 2 respondents bought them at tourist locations. Septiana also recommends to tourist attraction owners to take advantage of e-commerce platforms to make the process of buying souvenirs easier. “The online booking feature can be promoted at tourist locations so that tourists can

make reservations more practically. Additionally, social media can be used to show the process of making food, the stories behind the products, and related cultural stories. This will make the souvenir more attractive and can build consumer loyalty. Collaboration with local influencers can also be an effective strategy.”

Want to know what types of vacations respondents like and what budgets they prepare? Download the “Indonesian Travel Preferences” report