Travel ·24.04.2025
Travel, but make it aesthetic
Travel used to be about simply reaching a destination, but today, every moment, from packing to airport style, has become a key part of the holiday experience.
We recently surveyed 1,000 U.S. travellers to explore how social media is reshaping our travel habits, from where we go, to what we spend and how we dress, particularly among Gen Z and Millennials, who are leading the shift towards more aesthetic-driven travel.
From carefully selected airport outfits to luggage chosen as much for its looks as its practicality, today’s travellers are redefining how they move through the world, increasingly guided by social media trends and cultural influences.
Key takeaways
- 52% of U.S. travellers have purchased new clothing specifically for a trip in the past year, and 43.9% pack “just in case” to allow for more stylish options on the go
- 1 in 5 travellers (21%) plan their airport outfits, with Gen Z more likely to prioritise fashion (24%), and 26% even coordinate their outfits with their luggage
- 18% of Gen Z and Millennials view their suitcase as part of their brand, favouring sleek, design-forward bags that travel well and photograph well
- Nearly half of Gen Z travellers (45%) say social media trends will influence their travel purchases in 2025, from luggage to experiences to clothing
- 17.5% of travellers have made purchases purely to enhance their trip’s social media appeal, and 1 in 5 avoid posting anything that might make their travels appear too budget-conscious
The airport runway: Where style meets content
Today’s travellers aim for a careful balance between comfort and style. According to our research, 1 in 5 travellers (21%) admit to carefully planning their airport outfits ahead of a trip. Overall, comfort is the priority, with 60% selecting airport attire based primarily on practicality.
Yet younger travellers are shifting the trend: nearly 1 in 4 Gen Z travellers (24%) say fashion and style matter most when choosing their airport fit. This visual-first mindset is reflected in the content travellers share online, especially on TikTok, where travel style has become its own genre. Hashtags like #airportoutfit (61k+ posts) and #travelstyle (23k+ posts) show how invested people are in curating their look for takeoff. For Gen Z, travel fashion goes even further: 26% coordinate their outfits with their luggage, making the entire journey an aesthetic statement from head to suitcase.
Across the board, certain styles have emerged as airport staples. Casual basics (52.6%), athleisure (20%), and understated business casual (15.6%) dominate airport fashion. Streetwear has also entered the terminal, particularly among Gen Z (7%), who embrace high-low dressing — think oversized hoodies paired with designer trainers.
But airport fashion isn’t just a personal choice — it’s often subject to public scrutiny. Nearly half of travellers (45%) admit to judging fellow passengers based on their airport attire, with Millennials being the most critical (49%). The question isn’t just what to wear but whether it aligns with the unspoken social codes of the terminal.
And for some, those unspoken rules should be made official. More than a third of travellers (35%) support formal airport dress codes, though younger generations are less on board — only 23% of Gen Z agree, compared with 33% of Millennials. When it comes to specific restrictions, most travellers are in favour of banning swimwear (65%), clothing with offensive slogans (57%), overly revealing outfits (48%), and even pyjamas (37%). Gen Z stands out again for being more relaxed, with just 8% opposed to pyjamas in the terminal.
However, airport style is only part of the equation; what travellers pack and the luggage they pack it in have become equally intentional.
The Carry-on X
Packing with the algorithm in mind: Luggage as fashion
Packing for travel has evolved from a simple checklist into a performance driven by personal style and social media influence. Over half of U.S. travellers (52%) have purchased new clothing for a trip within the past 12 months. However, when it comes to packing, many still leave it to the last minute, with over 60 percent saying they wait until just one or two days before their trip to pack. The result is a mix of careful outfit planning and last-minute chaos that reflects the modern travel mindset.
That contrast plays out in packing styles, too. Our survey identified seven distinct packing personas, each reflecting different priorities, habits and approaches to the modern travel experience.
Travellers have different packing styles, but their choices often reflect more than just convenience. For many, packing is also about personal style. Our research finds that 43% of today’s travellers prefer ‘quiet luxury’, choosing subtle elegance instead of flashy branding. For younger travellers in particular, luggage has taken on new meaning. 18% of Gen Z and Millennials view their suitcase as a status symbol.
This trend toward personal branding through travel doesn't stop at luggage and outfits — it extends directly into spending habits and destination choices, increasingly driven by social media and pop culture.
The Check-in
Social media’s growing influence on travel spending
Cost and seasonality still drive most destination choices, but social media increasingly influences travellers’ spending habits. Over 1 in 5 travellers (22%) anticipate that social media or pop culture will prompt them to spend more on travel-related fashion, luggage or unique experiences in 2025, with more than half (51%) planning to spend $500 or more. Gen Z travellers are especially influenced, with nearly half (45%) saying social media trends will directly increase their travel spending next year.
Pop culture’s impact extends beyond social media feeds: 14.4% plan trips inspired by movies, 14.2% by influencers, and 10% by TV shows, such as The White Lotus.
The HBO series has had a well-reported influence on travel behaviours. Following the filming of Season 3 in Thailand, Hotels.com experienced a 40% increase in interest for the Four Seasons Resort Koh Samui. Meanwhile, the Taormina hotel from Season 2 was booked out for six months after reopening, and the original Maui location reported a 425% jump in web traffic and a 386% increase in availability checks year over year.
According to Airbnb, searches for “design-forward stays” and “aesthetic homes” are up year-over-year, and Expedia has dubbed 2025 the year of the “set-jetter” as travellers book trips based on TV and film locations.
Social media not only inspires destination choices but encourages travellers to invest in appearances. About 17.5% of travellers have splurged on luggage, outfits or accommodations specifically to enhance their trips' social media appeal, with Gen Z (30%) and Millennials (27%) leading the way.
Additionally, 20% have avoided posting content suggesting their trips were budget-friendly, and 11.5% have actively edited or framed their posts to appear more luxurious. Travellers now see trips as personal branding opportunities, prioritising aesthetics alongside experiences.
The future of travel: Aesthetic-driven journeys
As social media continues to shape every aspect of travel, from outfits and luggage choices to destination decisions, the line between necessity and indulgence continues to blur. Travellers no longer merely move from place to place; they curate each step, turning airports, hotels and packing rituals into shareworthy moments.
The modern traveller isn’t just navigating terminals and time zones; they’re navigating the expectations of an online audience. With younger generations leading this shift and social media increasingly dictating spending and style choices, travel itself has become a lifestyle statement that's here to stay and only growing more refined.
Methodology
This survey was commissioned by Carl Friedrik in March 2025 in collaboration with online sampling provider Pollfish. The sample consisted of 1,000 U.S.-based travellers who fly for work or leisure at least once a year.
Sources
- TikTok, hashtag usage data (#airportoutfit, #travelstyle), March 2025
- Airbnb, 2022 Summer Release Highlights, May 2022 (source)
- Expedia, Unpack ’25: The Trends in Travel, October 2024 (source)
The latest product news and travel guides? It's just a sign-up away.
