On September 10, at the 2025 TravelDaily Conference, Zhiqiu Kong, Head of Airbnb China, showcased new outbound travel trends driven by young travelers.
Gen Z travelers show three key traits:
1. Resonating with the world
When outbound travel first resumed, young travelers expressed a strong desire to reconnect with the world. Their first priority was to arrive safely and smoothly at destinations.
To better serve Chinese travelers, Airbnb introduced the “Chinese-speaking Host” label, helping guests communicate with ease in unfamiliar destinations and enjoy smoother, more relaxed stays.
2. Purpose over destination
For young travelers, what they do matters more than where they go. Experiencing pop culture and trending IPs has become central to their enjoyment.
In response, Airbnb launched products designed to help young people step into their dreams and resonate with their beloved IPs.
For instance, it built a 1:1 replica of the house from the movie Up, recreating the exterior, interior layout, furnishings, and details almost exactly as shown in the animation.
3. Blurring the line between travel and daily life
Gen Z is no longer satisfied with “sightseeing.” Instead, they seek to “live like locals” — building genuine connections and experiencing authentic culture.
According to Airbnb’s internal survey, nearly 95% of Chinese respondents said they book experience activities while traveling, and 60% considered “authenticity” one of the most important factors when choosing such experiences.
