Travel: Duolingo, plane queues: Are your travel habits giving Gen Z the ick?
- InsightTrendsWorld
- Mar 17
- 6 min read
Why it is the topic trending: The topic is trending because it highlights the evolving norms and expectations in travel, specifically from the perspective of a significant and digitally vocal generation (Gen Z). The research findings offer insights into generational differences in travel etiquette and preferences, sparking discussion and potential cultural shifts. The article itself frames it in a relatable and slightly provocative way, using the term "ick" which is popular slang.
Overview: The article discusses new research from hospitality group Generator revealing Gen Z's biggest "travel icks," or things they find distasteful in the behavior of fellow travelers. The top icks include filming social media content in public, wearing culturally inappropriate clothing, and overly dramatic airport goodbyes. The findings suggest a preference for authenticity and understated travel.
Detailed findings: Gen Z's biggest travel icks according to the research are:
Filming TikTok and Instagram videos in public (26%)
Wearing culturally inappropriate clothing (26%)
Overly-dramatic airport goodbyes (19%)
Wearing flip-flops (17%)
Wearing tourist merchandise (15%)
Documenting the entire trip on social media (12%)
Buying food or drink from global chains (8%)
Using Duolingo (8%)
Using a passport cover (7%)
Buying souvenirs (6%)
Checking in luggage for short trips (6%)
Queuing to board the plane (6%)
Getting to the airport earlier than necessary (5%)
Key takeaway: Gen Z travelers value authenticity, respect for local culture, and a low-key approach to travel, disliking overt displays of tourism and performative social media behavior.
Main trend: The Authenticity Over Ostentation Trend in Travel
Description of the trend: This trend signifies a shift away from traditional, often clichéed tourist behaviors towards a more genuine and understated way of experiencing travel. Gen Z is seemingly prioritizing blending in, being respectful of local cultures, and documenting experiences in a less performative manner.
Consumer motivation: The motivation behind this trend is likely a desire for genuine experiences and a rejection of perceived inauthenticity. Gen Z, being digitally native and exposed to vast amounts of online content, may be more discerning about what constitutes a valuable and meaningful travel experience. They might also be conscious of appearing "try-hard" or out of touch.
What is driving trend: Several factors are driving this trend, including:
Increased cultural awareness: Growing up in a globally connected world has likely fostered a greater sensitivity towards cultural norms.
Social media fatigue (partially): While Gen Z are heavy social media users, there may be a growing awareness of the performative nature of constant documentation and a desire for more private and authentic experiences.
Value for experiences over material possessions: This generation often prioritizes spending on experiences rather than traditional material souvenirs.
Emphasis on individuality: Gen Z values authenticity and self-expression, which might lead them to reject stereotypical tourist behaviors.
What is motivation beyond the trend: Beyond simply finding certain behaviors annoying, the underlying motivation might stem from a desire to be respectful, to connect with a place and its culture more genuinely, and to avoid contributing to a sense of tourist overload or cultural insensitivity.
Description of consumers article is referring to:
Age: Primarily Gen Z, roughly individuals born between the mid-1990s and the early 2010s.
Gender: The article does not specify gender.
Income: The article does not specify income levels.
Lifestyle: Likely digitally fluent, value-driven, experience-oriented, and conscious of social perceptions. They seem to prefer a more understated and authentic approach to travel and may be critical of overt displays of "touristiness."
Conclusions: The research suggests that Gen Z is redefining travel norms, prioritizing genuine experiences and cultural sensitivity over traditional tourist clichés and performative social media documentation. This has implications for how travelers behave and how brands cater to this influential demographic.
Implications for brands: Brands in the travel and tourism sector should:
Promote authentic and respectful travel experiences: Highlight opportunities for cultural immersion and genuine connection with destinations.
Emphasize experiences over material souvenirs: Focus marketing on the memories and personal growth gained from travel rather than traditional tourist merchandise.
Be mindful of social media performativity: Encourage genuine sharing rather than staged or excessive documentation.
Cater to a desire for blending in: Consider offering products or services that help travelers feel more like locals.
Implication for society: This trend suggests a potential shift towards more mindful and respectful tourism, which could benefit local communities and the environment in the long run. It also highlights evolving social norms around technology use and public behavior.
Implications for consumers: Gen Z consumers may feel more empowered to set new travel etiquette standards. Other generations might also be influenced to reconsider their own travel habits in light of these emerging preferences.
Implication for Future: The future of travel might see a decrease in overtly "touristy" behavior and an increased focus on authentic cultural immersion and understated exploration. Social media's role in travel documentation may also evolve towards more genuine and less performative sharing.
Consumer Trend (name, detailed description): Understated Exploration: This consumer trend describes the preference for travelers to explore destinations in a more subtle and less conspicuous manner. They aim to blend in with the local culture, avoid overtly touristy behaviors, and prioritize genuine experiences over flashy displays.
Consumer Sub Trend (name, detailed description): Anti-Performative Travel: This sub-trend reflects a desire to move away from excessive social media documentation and staged photo opportunities during travel. Consumers are increasingly valuing private moments and genuine engagement with their surroundings over creating content for external validation.
Big Social Trend (name, detailed description): The Rise of "Authenticity" as a Social Currency: In a world saturated with curated online personas, genuine and authentic experiences are becoming increasingly valued. This trend extends beyond travel, influencing how people present themselves and what they seek in various aspects of life.
Worldwide Social Trend (name, detailed description): Evolving Digital Etiquette: As digital natives come of age, their norms around technology use in public spaces are shaping broader societal expectations. This includes considerations around filming, excessive social media sharing, and how technology integrates into real-world interactions.
Social Drive (name, detailed description): The Quest for Genuine Connection: Beyond superficial experiences, there's a growing desire among consumers, particularly younger generations, to connect with places, cultures, and people on a more authentic and meaningful level during their travels.
Learnings for brands to use in 2025:
Emphasize the experiential and authentic aspects of travel in marketing campaigns.
Highlight opportunities for cultural immersion and local engagement.
Subtly integrate technology to enhance experiences without encouraging excessive performativity.
Offer products and services that cater to a desire for understated and respectful travel.
Strategy Recommendations for brands to follow in 2025:
Develop marketing narratives that focus on genuine discovery and personal growth through travel.
Partner with local influencers and communities to showcase authentic experiences.
Design travel packages and activities that encourage cultural immersion and responsible tourism.
Offer resources and guidance on respectful travel practices in different cultures.
Final sentence (key concept) describing main trend from article: Gen Z is spearheading a shift towards authentic and understated travel, prioritizing genuine cultural immersion over traditional tourist clichés and performative social media documentation.
What brands & companies should do in 2025 to benefit from trend and how to do it: Brands should align their messaging and offerings with the value Gen Z places on authentic and respectful travel. This can be achieved by showcasing genuine local experiences in their marketing, offering opportunities for cultural immersion, and promoting responsible tourism practices. They should move away from promoting overtly "touristy" activities and instead highlight the unique and meaningful aspects of each destination.
Final note:
Core Trend:
Name: Authenticity in Travel Experiences
Detailed Description: Gen Z's travel preferences are heavily influenced by a desire for genuine and unscripted experiences. They seek to connect with local cultures in a meaningful way, valuing authenticity over pre-packaged tourist attractions. This includes a preference for understated exploration and a rejection of behaviors perceived as inauthentic or performative.
Core Strategy:
Name: Facilitating Meaningful Immersion
Detailed Description: Travel brands should focus on enabling travelers to deeply engage with the local culture and environment. This can involve offering experiences like cooking classes with local chefs, guided tours led by community members, and opportunities to support local businesses. The strategy should emphasize genuine interaction and learning rather than superficial sightseeing.
Core Industry Trend:
Name: Rise of Responsible Tourism
Detailed Description: Gen Z's preference for culturally sensitive and authentic travel aligns with the broader trend of responsible tourism. This involves travelers being more mindful of their impact on the environment and local communities, seeking sustainable options, and respecting cultural norms. The industry is increasingly expected to offer and promote such responsible travel options.
Core Consumer Motivation:
Name: Desire for Genuine Connection
Detailed Description: Beyond simply seeing new places, Gen Z travelers are motivated by a desire to connect authentically with the destination, its people, and its culture. They seek enriching experiences that provide a deeper understanding and appreciation of the places they visit, moving beyond superficial tourist encounters.
Final Conclusion: Gen Z's evolving travel preferences are signaling a significant shift in the tourism landscape, emphasizing authenticity, respect, and genuine connection as key values. Brands and companies that adapt to these preferences by facilitating meaningful and responsible travel experiences are likely to resonate most with this influential generation.
Core Trend Detailed: The Core Trend, "Authenticity in Travel Experiences," underscores Gen Z's strong preference for genuine and unscripted travel encounters. They actively seek to immerse themselves in local cultures, valuing real interactions and experiences over conventional tourist traps. This involves a desire to move beyond superficial sightseeing to engage with the heart and soul of a destination, fostering a deeper understanding and appreciation. Their travel choices reflect a search for authentic moments and a rejection of anything perceived as inauthentic or overly staged for tourism. (104 words)
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