• by Ray Schultz , July 17, 2024

Thrillist, the travel title owned by Vox Media, is doubling down on its travel coverage and has released a study titled ‘Passion Travel’ Is the Future. 

In addition, Thrillist has relaunched Next Flight Out, a weekly newsletter devoted to travel inspiration. And it has launched Thrillist Itineraries, a vertical that will explore cities around the world with creators or locals as guides. 

The study shows that travel is a financial priority for 89% of Gen Zers and 87% of Millennials.

In addition, 77% of consumers in those age groups choose travel experiences based on their interests and passion points rather than destination, and 72% say travel is a core part of their identity and how they express themselves. 

These factors are influencing Thrillist’s approach. 

“Travel is at an important inflection point,” says Lindsay Schrupp, editor-in-chief at Thrillist. “Younger generations are rewriting the rules of wanderlust. Instead of sight-seeing and bucket list destinations, now we want adventures that surround our interests.” 

Thrillist, which was founded in 2005, became part of Vox Media in 2022.