Gen-Z travel trends: Gen-Z in India has become a popular market for several brands, from beauty to travel. As the range of disposable income increases, the generation is focusing on experiences and memories, rather than tangible pleasures. As per a report, 62 per cent of the generation in India is driven by music. As they chase concerts into new cities, experience-led travel has dominated over exploring new locations.
As per an Airbnb report, music has become one of the most powerful forces shaping travel choices among the Gen-Z population of India. Shaping travel trends and choices, music shows and concert experiences have turned world tours into tourism opportunities. A gateway for discovering new places, music performances have triggered international trips, with people willing to travel as far as the USA.
Hunt for music – Driven by travel
Gen-Z is a large section of people in India who prioritise experiences. Be it music shows or workshops, the rationale is driven by the intent to create memories. The report revealed that more than one in three (36%) start planning their trip as soon as they hear of an event. Concerts, unlike traditional events, usually have no fixed time in the calendar, hence leading to year-round trips and experiences.
Looking for the perfect opportunity, young travellers also prefer planning their trip by prioritising experiences, rather than wait for along weekend. While 76 per cent of India’s Gen-Z explore the place for the first time because of a concert or festival, over 40% of them are willing to book an overseas trip. Some of the hot destinations include the US, Europe, and the rest of Asia.
When it comes to accommodations, they prefer practical options rather than luxury. As 65 per cent of the Gen-Z travellers prefer staying near the concert venues, several others tend to extend their stay beyond the scheduled days. Music enthusiasts, in turn, tend to explore cafés, nightlife, cultural spaces, gigs and neighbourhoods, supporting local businesses and communities. Coming to finances, Gen-Z typically allocates 21-40% of their monthly income to music-led experiences, as per the Airbnb report. The average amount neared Rs 51,000 towards deliberate experience-based travel.
