A new report by Brand Watch has analysed millions of social media conversations to understand how each generation is shaping—and reacting to—trends in travel.

The consumer intelligence and marketing software platform's The Generation Trends report explores four generational groups: Gen Z, millennials, Gen X and baby boomers.

Brand Watch analysed social media mentions between 1 January 2024 and 31 March 2025.

For Gen Z, food is regarded as a vital part of the travelling experience. With more than 47,000 mentions, this generation generates a higher percentage of food chat than any other and they has high expectations.

In fact, 59 per cent of their sentiment-categorised mentions about food and travel are negative—this generation doesn’t shy away from sharing their underwhelming dining experiences.

According to Brand Watch, Gen Z is craving shareworthy food experiences, whether it's leaving a review, sharing a snap or even creating experiences worthy of a social media interaction.

Millennials, on the other hand, crave reliability and low-stress travel. Whether it's dependable transport or smart, helpful tech, they are seeking simple, seamless experiences.

Road trips are a popular topic for this generation, but 53 per cent of sentiment-categorised mentions are negative, which is higher than any other generation.

Millennials also want advice and are turning to the internet to get it. From figuring out if their car can handle the distance to finding accessible routes, millennials are looking for answers that make their trips easier.

Gen X are big on urban getaways, but only if they are stress-free. They discuss the topic on social media nearly 30 per cent more than the generational average.

More than half (54 per cent) of their emotion-categorised mentions express anger, with joy coming in as the second-most prevalent emotion at 22 per cent. So, while Gen Xers like chatting about city getaways, the experience often falls flat.

Crowded conditions, travel logistics and service hiccups lead to frustration with city breaks. And the biggest complaint for city travellers is trouble getting around.

Yet, despite the negativity, the desire for an urban getaway remains high. Plenty of Gen Xers are excited about the prospect, chatting about the best cities to visit and looking for and providing recommendations to others.

Baby boomers prioritise romance when on holiday. The generation talk about romance in conversations about travel more than any other generation. And they are happy about it, too – 72 per cent of sentiment-categorised mentions from baby boomers about romantic holidays are positive, compared to an average of 53 per cent for other generations.

For baby boomers, travel is regarded as a time to connect with spouses and partners. Mentions discuss how travel can deepen connection and they like to share their excitement online, whether it's the excitement of an upcoming trip or a previous holiday that created romantic memories.

Adults-only resorts, gifts for couples celebrating an anniversary and affordable pricing are some of the benefits boomers are seeking.

Read the full report here.