Gen Z and millennial travelers are increasing their travel spending and turning to social media, specifically Snapchat, to discover, plan, and share life-changing travel experiences. As these younger travelers prioritize experiences over material possessions, they are reshaping the travel landscape and setting new trends around travel planning. Spending on experiences has risen significantly in recent years, showing that younger travelers are making travel a top priority in their spending habits.
As Gen Z and millennials access increased earning power, travel is at the top of their spending wishlists, with travel and vacation being one of the most prominent categories where this cohort plans to increase spending in the next year. Younger travelers prioritize experiences over objects, with nearly half of Snapchat users in this age group rating travel experiences as the most important. Despite the challenges of discretionary spending, a majority of Gen Z and millennial Snapchatters are planning to travel as much as they did in the previous year.
Snapchat has become a popular platform for younger travelers to plan their trips with friends and family. Over 86 percent of Snapchatters use the app before a trip, utilizing its chat-focused design to have real conversations with their closest circles. Snapchat is where they discover, plan, and discuss their future travel destinations, as well as share their authentic travel experiences. The app’s focus on social connection rather than comparison has made it a preferred platform for sharing unedited and real travel content.
Snapchat offers a range of features that encourage users to connect about travel throughout the trip life cycle. In addition to Stories, Memories, and Messaging, Snap recently announced new paid advertising opportunities for brands to reach the travel-obsessed Gen Z and millennial segments on the platform. These include Sponsored Snaps and Promoted Places, which allow brands to engage customers with visual messaging in an authentic format and reach Snapchatters through the Snap Map feature.
In addition to sponsored content opportunities, Snapchat provides digital tools such as augmented reality (AR) and video advertising options that are effective at driving ROI and meaningful brand engagement for the travel industry. Brands can leverage these tools to help users plan their trips, experience travel adventures, and make informed decisions before booking a trip. As younger travelers continue to rely on social media throughout the trip life cycle, Snapchat is dedicated to engaging them every step of the way and providing brands with opportunities to connect with this valuable consumer segment.
As we look towards the future of travel in 2025, it is clear that younger travelers will continue to shape the industry and set new trends. Brands will need to adapt to the mobile-first tendencies of Gen Z and millennials and offer seamless digital experiences to attract and retain these high-value consumers. With Snapchat’s focus on engaging younger travelers and providing them with the tools they need to discover, plan, and explore the world, the platform remains a key player in the evolving travel landscape.
