Stat: Personalisation, pop-culture and social media are reshaping travel

US – Personalised recommendations and digital inspiration are reshaping travel, according to Data Axle’s 2025 survey of 1,000 US consumers. As the spring and summer travel season nears, Gen Z and Millennials are leading a shift toward tailored, tech-driven experiences. 

Two-thirds of Gen Z travellers turn to Instagram and TikTok for destination ideas and nearly half of Millennials and Gen Z have switched providers due to poor personalisation. ‘Today’s travellers aren’t just booking trips – they’re curating experiences that align with their values, interests and digital habits,’ says Andrew Frawley, CEO of Data Axle. The company highlights that ‘travel isn’t just about where people go, it’s about how the journey feels every step of the way’.

While Baby Boomers stick to familiar domestic paths, Gen Z is embracing adventure, AI tools and pop culture-inspired travel. Nearly 75% of Gen Z and Millennials are drawn to destinations featured in films and viral content. 

Across all age groups, 61% of travellers prioritise personalisation extending beyond itineraries to activities, dining and discounts. With international travel gaining traction and digital influence at an all-time high, brands that offer bespoke, omnichannel experiences stand to gain lasting loyalty from this cohort. 

Read our Pop Culture Pilgrimages to understand how tv series and films are reshaping the way Gen Z and Millennials approach travel, driven by screen tourism and media-driven itineraries.