Emerging from years of travel restrictions, younger Britons are rethinking what they want from travel. Gen Y and Z are looking for more authentic cultural experiences in their holidays, and brands are learning to partner with local hotels and cultural groups to provide them with just that.

Travel platforms are urging people to connect with destinations through the eyes of locals, catering to an appetite for realness within the experience economy. How is this content impacting travel media, and to what extent is authenticity affecting decision-making for Gen Z and Y travellers?

The travel industry has been hit hard by the COVID-19 pandemic, with many people simply not allowed to travel, and others choosing not to. For Australian brand Tripfuser, this presented an opportunity to innovate and meet people’s travel lust with a bubble-based strategy.

The Great Realization campaign from Northwestern Mutual deconstructs work-hard-play-hard attitudes and instead encourages Americans to live their dreams. This ad taps into a desire for unconventional and fulfilling experiences as well as increased focus on working to live instead of living to work.