Why Millennials are choosing authentic travel

Recent industry studies show a clear trend: younger travelers (Gen Z and Millennials) are intentionally shifting away from mass-tourism checklists to seek authentic, local experiences that feel real and memorable. This matters for travel products: authenticity, trust, and local verification are no longer “nice to have” — they’re essential. In this post we summarize key research findings and explain how 2B LOCAL is designed to meet these needs. 

1. Authenticity is now a top motivation for millennials.

Reports from Skift and Booking.com show that modern travelers — especially Gen Z and Millennials — prioritize authentic experiences, local culture, and food over ticking off famous landmarks. They want to “experience a place like a local,” not just photograph it.¹

2. Social discovery shapes choices.

Skyscanner and other industry analyses show that social media (TikTok, Instagram) is the leading inspiration source for younger travelers. Many book trips after seeing a video or post that highlights a local place or experience. That means discoverability on short-form social is key — but it also drives “over-tourism” of viral spots.²

3. Trust and vetted recommendations matter.

People increasingly distrust generic reviews and sponsored listings. Studies suggest users prefer recommendations from people they trust (locals, friends, communities). That’s why community validation and “friends-of-friends” proof are so important.¹

4. Sustainability & value are rising filters.

Younger cohorts weigh sustainability, local impact and value (affordability + authenticity) when choosing destinations and experiences. Reports from Booking.com and American Express highlight this behavior as a growing trend.³⁴

“A majority of younger travelers (millennials and Gen Z) actively seek out unfamiliar experiences and value authenticity over standard attractions.” (Skift Research, 2024).

If travelers want authentic, trusted local tips, the product must prioritize:

• Community verification: recommendations by real locals or/ and friends and people you know to build trust
• UGC + curation: easy ways to collect, moderate, and surface genuine tips (photos, reels + short local portraits).
• Sustainability cues: tags/filters for “eco-friendly,” “community-owned,” or “off-peak” recommendations.

Gen Z & Millennials already use social media for travel inspo — 2B LOCAL is the next step, turning posts and reels into authentic local experiences. 2B LOCAL’s core features — Local Portraits, Verified Tips, Events coming up, Save & Share functionality, and in-app social feeds — are built to deliver exactly what the research shows younger travelers want: authentic, locally sourced experiences.

At 2B LOCAL we’re building a platform that surfaces trusted local knowledge and helps people find real, memorable moments — not tourist traps. Want to help shape it? Join our beta for early access and nominate a local portrait to be featured: hello@2b-local.com

¹Skift Report: https://research.skift.com/reports/how-authentic-experiences-shape-the-new-tourism-economy

²Skyscanner: https://www.skyscanner.com/tips-and-inspiration/gen-z-travel-statistics

³GSTC: https://www.gstc.org/booking-sustainable-travel-report-2024/

⁴American Express: https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-trends