In the UK, The Times published an article on July 12th, with the original title: With Influencers, Gen Z’s New Travel Tradition
Nowadays, young people are no longer traveling alone but embarking on a “community escape” journey. “We were practically ‘raised together’,” 24-year-old British girl Louise Young recalled, recalling her trip to Bali with social media influencer Molly Thompson. Starting in her teens, she had been watching Thompson’s videos, “while she was preparing for school, I was too.” The two grew up almost simultaneously. Last summer, when Thompson posted a group travel information on Instagram, Young immediately signed up.
Young signed up for a seven-day, 1410-pound Bali tour group led by her long-followed influencer, Thompson. The itinerary included snorkeling, temple visits, and monkey forest explorations, as well as countless photogenic spots. Alongside her were 15 fans from around the world. Young said, “It felt like stepping into a real summer camp, and finally meeting online friends.”
In recent years, community-driven travel initiated by influencers and participated in by fans is becoming popular among young people in Europe and America. Some travel companies provide route planning for influencers, who then use social media to recruit. Many believe this model integrates “travel, friendship, and star-chasing,” breaking away from traditional tourism’s sense of isolation and routine.
For Gen Z, social platforms have already replaced travel guides as important sources of inspiration and decision-making. Data shows that about 11% of adults worldwide follow travel influencers. British author Claire Conway believes, “From buying lipstick to booking holidays, social media has permeated every choice they make.” Since 2023, Thompson has organized four international group trips. “I’ve always loved backpacking. If you can take someone else to see the world, it’s also a form of sharing happiness.” She revealed that the most profitable trip brought in about 4500 pounds in income.
However, not everyone accepts the cost-effectiveness of this type of travel. For example, another influencer organized a six-day trip in Costa Rica at a cost of $2495 (excluding flights). Conway warns young people to be cautious: “Under the stunning filters of influencers, there might be hidden organizational chaos or unmet expectations.”
19-year-old Grace Ryann once participated in a Southeast Asian trip organized by an influencer. She admitted, “Although I tried my best to enjoy it, often the influencer was taking photos.” She also noticed that some introverted members preferred to avoid the camera, “Going on an influencer trip, it’s best to mentally prepare for being in front of the camera.” Yet, more and more young people choose to “group travel.” Young said, “Traveling alone is a bit scary, but following a group of like-minded people makes me feel safer.” Before each trip, Thompson organizes a “icebreaker dinner” to turn strangers into friends. Now, travel is no longer just about sightseeing but becomes an immersive “social experience,” redefining the “ideal holiday” for Gen Z. (Author: Yayia Ryann; Translated by Jiang Li)
