The travel industry is eager to attract millennials and Gen-Z travelers.
Many companies have sought to pinpoint exactly what these two generations want out of a vacation, tweaking their brands to offer those amenities. Others have launched completely new brands that cater specifically to younger travelers.
Now the youth travel experts at STA Travel may have the key to what millennials and Gen-Z are looking for in 2018 and where they want to go.
According to the data, an overwhelming trend will be adventure.
Mountain trekking was the number-one trip style sought by millennials and Gen-Z, followed by sailing trips, island-hopping, music-related travel and foodie trips.
Rounding out the top 10 trip style choices are sustainable travel; spring break; hop-on, hop-off tours; wildlife safaris; and active adventures.
Students and millennials are also straying from the traditional "Euro-trip." Instead, they are focused on going in-depth at a single destination such as Australia, New Zealand, Italy, the U.K. and Spain.
Europe still offers a lot of appeal to younger travelers, however. According to STA's research, low-cost airlines and Airbnb make it more affordable to cross the pond. This ease of access is driving younger travelers to visit a variety of European cities, including Rome, London, Dublin, Madrid, Barcelona and Amsterdam.
Low fares to Asia and the Pacific have also put some farther-flung cities top of mind for millennials and student travelers. Destinations such as Tokyo, Manila, Bangkok and Auckland, New Zealand, are all high on their lists.
Other far-off lands are of interest for a more distressing reason: Younger travelers are increasingly seeking adventures in destinations that are endangered as they feel an urgency to visit places like the Arctic before they are transformed by climate change.
Here is the complete top 10 countries for millennials and Gen-Z in 2018:
1. Australia
2. New Zealand
3. Italy
4. U.K.
5. Spain
6. Thailand
7. Portugal
8. Costa Rica
9. Philippines
10. Peru
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