While Gen Ys and Zs are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel, creating a need for brands to help them obtain it. 

A visual representation of where Gen Ys and Zs in the U.S. and UK live currently, and where they envision themselves living in five, 10, and 20 years.

Young people are seeking out IRL community outside of their neighborhoods and creating new means to obtain it, presenting a key opportunity for brands to help them foster meaningful interactions with other like-minded people.

An ethnography of modern youth’s physical, online, and brand communities, demonstrating how they create their personal communities in today’s phygital world.

Youth are proudly displaying where they’re from, as they're less likely to feel a connection to the communities where they live in adulthood.

Young consumers prioritize travel so much that they're making concessions in other areas of their lives in order to have the money and/or time to go away.

Travel is becoming the new impulse purchase for modern young adults, as they tend to book trips spontaneously upon finding a good deal, disrupting loyalty in this category in the process.

Young travelers are looking to tools and services that help alleviate the burden of planning a trip and allow them to focus on the joys of traveling.

Young people are transforming downtime in the airport into an exciting and entertaining experience, as well as giving rise to genres that reflect their behaviors when it comes to travel and community.

Retailers are reaching people where they live and travel in new ways by focusing on the spaces where there are captive consumers: airports and co-working spaces.

Young people are improving their work lives by combining their jobs with their passion for travel and streamlining their commutes.

A snapshot of what's happening in the realms of travel and community around the world.

These marketing tips and examples offer guidance and inspiration for engaging modern youth around their passion for travel and need for IRL community.