Insight
70% of Gen Z want to prioritize fun travel even when money is tight.
74% of Gen Z want small town trips over big cities—three creatives lead the way
Summary
Gen Z increasingly favors small towns over big cities, with 74% preferring them for trips. Affordability and the status of discovering 'hidden gems' are key drivers. Airbnb launches 'have u considered' campaign highlighting under-the-radar destinations.
Key takeaway