For years, millennials were known as the ‘experience-over-possessions’ generation, favouring adventure and budget-friendly getaways rather than material goods. But, as the oldest millennials reach their mid-40s, their travel habits have evolved beyond budget backpacking. Juggling the complexities of careers, families, and economic realities, they’re now choosing shorter, smarter, and more meaningful travel experiences that balance comfort with adventure and align with their values.
Samantha Pillay, Director at ekko, a leading lifestyle brand for millennials, says that despite tighter budgets driven by rising costs, local millennials are still going on holiday. “We’re seeing a shift towards more value-driven holidays,” notes Pillay, “and while South African millennials aren’t necessarily booking five-star hotels, they do want quality, relaxation and unique experiences.”
Pillay adds that ekko’s booking trends reflect a growing preference for ‘microcations’ -short getaways of three to four days. These mini breaks are often more manageable for working parents or those with hybrid work schedules or tight budgets. Resorts that offer a blend of relaxation and family-friendly adventure, like hiking trails, spas, padel courts, and putt-putt, are top of the list.
Recent research from the WYSE Travel Confederation supports this trend, revealing that more than 55% of millennials are highly likely to engage in domestic creative tourism activities, with a strong preference for short, local getaways over international trips.
Once known for chasing the next big party, millennials are now far more focused on their health and well-being. Wellness-focused holidays – think active outdoor pursuits or nature-inspired type weekends – are on the rise. “Many millennials are facing high levels of stress and some, even burnout as they approach the peak of their careers,” says Pillay. “They are looking for breaks that are about self-care and recovery; whether it’s hiking in the Drakensberg or relaxing in a spa.”
A significant portion of millennials are now also parents, with some even young grandparents, and as they bring their distinct values to vacation planning, they’re reshaping family travel. “Gone are the days of overcrowded destinations, impersonal accommodations and rigid schedules,” she explains. “This generation prioritises meaningful experiences while valuing convenience and relaxation. Rather than adhering to set itineraries, they prefer self-catering accommodations and nature-based retreats that appeal across generations and enable the nurturing of family bonds.”
Millennials may no longer be budget backpackers, but they haven’t lost their passion for discovery. Their holidays are now more intentional – driven by the need to reconnect, recharge, and create lasting memories while being mindful of costs. “South African millennials are realists,” according to Pillay. “They know how to add a touch of indulgence without overspending. They may not be flying off to Europe every year, but they make sure every getaway, whether near or far, is meaningful.” This is reflected in TGM Research’s 2024 Travel Survey, which found that ‘52% of South Africans say affordability is the most important factor when planning international travel,’ reinforcing the trend toward thoughtful, budget-conscious travel.
And that’s exactly why products like an ekko lifestyle portfolio resonate so deeply with this market,” explains Pillay. “ekko gives our members access to luxury resort experiences, exclusive travel discounts, and curated getaways at a fraction of the cost; without compromising on quality or convenience. It’s tailor-made for the South African millennial who wants smart, meaningful and memorable holidays that fit into real life,” she concludes.
