Gen Z Travelers Choose Thailand as Millennials Prefer Australia, Study Finds
Gen Z travelers are choosing Thailand and Southeast Asia for affordable, trend-driven trips, while Millennials are opting for destinations like Australia, Japan, and Iceland, according to new Adventure360 data
Key Points
- 1Gen Z travelers made 29.2% of their bookings for Thailand, the highest for either generation
- 2Millennials' top destination was Australia, with 17.8% of bookings, followed by Thailand at 17.4%
- 3Cambodia, Laos, and New Zealand are Gen Z favorites, while Millennials prefer Japan, Greece, and Iceland
- 4Social media trends and affordability strongly influence Gen Z destination choices
- 5Many Gen Z travelers seek quieter, less-crowded destinations and are motivated by budget concerns
A new travel analysis highlights a sharp generational divide in global destination preferences, with Gen Z overwhelmingly favoring Thailand while Millennials show a preference for Australia. The research, conducted by youth travel specialist Adventure360, examined over 4,700 bookings to determine where the two age groups are heading in 2024. While Thailand captured 29.2% of Gen Z bookings—the highest figure for either group—Australia narrowly led among Millennials with 17.8%, closely followed by Thailand at 17.4%
The study revealed that Gen Z travelers are increasingly drawn to destinations such as Cambodia, Laos, and New Zealand, all of which made their top ten list but did not feature for Millennials. In contrast, Millennials showed a distinct preference for Japan, Greece, and Iceland. Experts attribute these differences partly to social media trends and affordability, with TikTok videos showcasing attractions like Cambodia’s Angkor Wat and Laos’s Kuang Si waterfalls fueling Gen Z interest. According to Adventure360, “Iceland and Japan are the two I get asked about most frequently by millennial customers,” said Jane McLellan-Green, a travel expert at the agency
Financial considerations play a significant role in these divergent choices, with Gen Z gravitating toward budget-friendly destinations. For instance, a night’s accommodation in Vientiane, Laos, can cost as little as the price of a coffee in Reykjavík, Iceland—a comparison that resonates with younger travelers. Millennials, however, appear more willing to pay for higher-priced experiences in places like Iceland and Japan. Social media influence is also pronounced, with viral clips boosting the appeal of lesser-known or more affordable spots
Visa policies and the desire for quieter experiences are further shaping Gen Z travel habits. New Zealand’s working holiday visa, available to many 18-35 year olds, has propelled it into Gen Z’s top destinations, while 76% of Gen Z respondents said they are open to exploring less-crowded locations. Over half reported actively planning trips to avoid tourist crowds, and one in three cited previous holidays spoiled by overcrowding as a motivating factor
OG Lab notes that Thailand’s enduring popularity among both Gen Z and Millennials is a testament to its unique blend of affordability, adventure, and social media allure. For Koh Samui and other Thai destinations, these trends underscore the importance of catering to younger travelers seeking both value and authentic experiences
