Thrillist today released the results of a comprehensive survey on travel habits and trends in a new study, ‘Passion Travel’ Is the Future. To better understand how Americans think about travel, Thrillist and Vox Media partnered with The Circus, an insights and data storytelling consultancy, to conduct a representative study of what consumers get out of adventure travel, how passion points serve as a travel guide, the role digital content plays in planning a trip, and much more.
Thrillist’s survey comes on the heels of its new editorial focus on travel, separating itself as the go-to digital media publication for accessible and adventurous travel coverage. Through expert guidance, thoughtful storytelling, and inquisitive reporting, Thrillist seeks the unique places, experiences, and cultures that speak to its readers’ passions.
Thrillist also relaunched Next Flight Out, its weekly newsletter for travel inspiration featuring a unique glimpse behind the byline and insider tips to help readers make the most of their next adventure; and launched Thrillist Itineraries, a new vertical that explores cities around the world with creators or locals as guides driven by their passion points.
“Travel is at an important inflection point,” says Lindsay Schrupp, editor-in-chief at Thrillist. “Younger generations are rewriting the rules of wanderlust. Instead of sight-seeing and bucket list destinations, now we want adventures that surround our interests. And beyond that, we see it’s the inner journey that makes the adventure special—the best trips are the ones that connect us to the world and to our true selves.”
Highlights from the survey reveal younger travelers lean on their passions to explore the world. Gen Zers and Millennials choose travel experiences based on their passion points instead of the destination (77%), and believe traveling is core to their identity and part of how they express themselves (72%). Whether it’s food-focused journeys, music festival trips, wellness retreats, educational vacations, or eco-tourism experiences, travelers are seeking out experiences that speak to their personal backgrounds or heritage, or ones that help to strengthen their bonds with cultures and communities around the world.
Thrillist also found that travel is a financial priority for Gen Zers (89%) and Millennials (87%), demonstrating how spending their time and money follows their values more than any other generation. Young people place tremendous value on their experiences exploring the world and prefer destinations off the beaten path (84%) that will help to define who they are.
“Travel is a powerful tool for self-discovery and emotional well-being and regulation,” says Edwin Wong, SVP of Insights & Innovation at Vox Media. “For Gen Z and Millennials, it’s an essential investment and a financial priority. The bucket lists we used to make are no longer exclusively about destination and location, but how locations and experiences unlock personal passion and growth.”
As the only travel brand that prioritizes adventure and personal interests in all of its coverage, Thrillist is the definitive guide on authentic, under-covered experiences for the travel-obsessed.
Founded in 2005, Thrillist has been part of Vox Media since 2022. Thrillist has been recognized for its editorial and visual storytelling, winning awards and accolades from the James Beard Foundation, the Webby Awards, ASME, and more.
About Thrillist
Thrillist helps its ever-curious readers, no matter where they are in the world, to discover their next adventure. As the go-to digital media publication for passion-led travel, Thrillist focuses on where exploration converges with culture—including art, history, food and drink, nightlife, the internet, the outdoors, and more—to help inform and inspire travel plans from the moment we walk out the front door. None of us leave our interests or identities behind when we travel; at Thrillist, we turn our passions into transformative travel experiences. Thrillist is part of Vox Media, the leading modern media company.
