At the main forum of the 2025 TravelDaily Conference, Jackey Yu, Partner of McKinsey & Company, Inc., presented the firm’s latest research on changing global traveler behavior.
From the perspective of global tourism recovery, the overall market in 2025 has largely returned to pre-pandemic levels. Notably, certain segments such as short-term rentals and immersive cultural tourism products have not only recovered but surpassed pre-pandemic booking volumes.
Meanwhile, online booking penetration continues to rise, with direct bookings steadily gaining share over third-party platforms. Driven by digitalization, smart technologies, and AI adoption, such structural changes come as no surprise.
In McKinsey’s latest survey, 40% of generative AI users said they hope to use AI or other intelligent tools for their next trip’s planning and booking—a sign of the profound transformation underway in the industry.
Yu highlighted three major trends in traveler behavior:
Trend 1: Authentic local experiences are the new priority
More travelers worldwide are moving beyond “tourist-style trips,” seeking instead to “live like a local.”
70% of global travelers want to experience destinations like locals, while 78% of U.S. travelers say that an “authentic” travel experience matters more than “comfort.”
Trend 2: Wellness and health-focused travel — a fast-growing market
Globally, the wellness tourism market is projected to reach USD 2 trillion by 2030, sustaining a 15%–20% compound annual growth rate between 2020 and 2030.
Wellness travelers spend nearly 40% more per capita than average international tourists, and in domestic travel their spending is about 1.5 times higher than ordinary tourists.
Trend 3: The rise of young generations is reshaping industry rules
Gen Z currently accounts for only 10% of global income, yet their spending is as high as 20%. In travel specifically, Gen Z and millennials together contribute 25%–26% of travel expenditures relative to income.
Over 70% of Gen Z and millennials say they are more eager to travel now than ever before—the highest among all age groups—underscoring their unprecedented passion and engagement with travel.
