74% of Gen Z want small town trips over big cities—three creatives lead the way

Airbnb’s “have u considered” campaign is a clever pivot toward Gen Z’s appetite for hidden gem destinations. Instead of waiting for places to trend, younger travelers want to be the first to discover them — and Airbnb is tapping into that status-symbol mindset by spotlighting three small towns with creative insiders as guides.

Gen Z travel trends:
- 63% say being early to a destination feels like a status symbol.
- 74% are likely to choose small towns over big cities in the next year.
- Affordability is key: 58% prioritize total price, but 70% still want fun even when budgets are tight.

Insider pairings:
- Precious Renee Tucker → Hot Springs, AR: Historic bathhouses, live music, lakeside stays.
- Xaviersobased → Gibsonton, FL: “Showtown, USA” with circus heritage and riverside retreats.
- Zack Fox → Bemidji, MN: A place to unplug, embrace spontaneity, and experience “real America.”
- Airbnb’s positioning: Millions of hosts beyond tourist hotspots, reframing small-town America as aspirational travel.

Why it resonates
- Authenticity over hype: Gen Z is tired of being “sold to” in big cities.
- Cultural storytelling: Each insider brings a personal lens — Tucker’s Arkansas roots, Xaviersobased’s love of eccentricity, Fox’s craving for unfiltered experiences.
- Social currency: Early discovery = bragging rights, aligning perfectly with Gen Z’s digital-first identity.

This feels like Airbnb is not just marketing destinations, but reframing travel culture itself — making “off-the-map” exploration the new luxury.