Travel: Gen Z’s ‘townsizing’ is drastically shaking up travel trends — these are the most popular ‘quaint’ US towns
- InsightTrendsWorld
- Jun 4
- 9 min read
Why it is the topic trending:
Emerging Travel Trend: The concept of "townsizing" as a significant travel trend for Gen Z highlights a shift in their vacation preferences towards smaller, quieter towns.
Generational Differences in Travel Motivation: The article contrasts Gen Z's reasons for this trend (nostalgia and comfort) with those of Boomers (relaxation), emphasizing distinct generational travel motivations.
Influence of Media on Travel Choices: Gen Z's desire for a "Nancy Meyers lifestyle" demonstrates the impact of movies and media on their travel aspirations.
Highlighting Under-the-Radar Destinations: The trend brings attention to smaller, less-visited towns across the US, offering alternative vacation options.
Focus on Slow and Experiential Travel: "Townsizing" emphasizes relaxation, exploring local shops and restaurants, and a slower pace of travel, contrasting with typical fast-paced tourist itineraries.
Overview:
The article discusses the emerging travel trend of "townsizing," identified in Priceline's annual travel trends report for 2025, which is particularly popular among Gen Z. This trend involves travelers seeking out "quaint" and "comfy" respites in America's small towns, driven by a desire for simplicity and the charming, relaxed atmosphere depicted in comforting movies, particularly those with a "Nancy Meyers lifestyle" aesthetic. These trips emphasize relaxation and taking time to explore local shops and restaurants, offering a contrast to the hustle and bustle of big city vacations. The article also highlights specific examples of towns embodying this trend, such as Old Saybrook, Connecticut, and the New Baden/French Lick area in Indiana.
Detailed Findings:
"Townsizing" Trend: Gen Z is significantly (89% more likely than average) seeking out vacations in quaint, small towns.
Motivation: Gen Z's primary motivation is to indulge in the charming and comforting moments depicted in movies, particularly those with a "Nancy Meyers lifestyle."
Generational Contrast: Boomers are more likely to feel small towns are relaxing, while Gen Z seeks a specific nostalgic and comforting movie aesthetic.
"Nancy Meyers Lifestyle": Coastal towns with a charming, relaxed atmosphere, as seen in her movies, are particularly appealing to Gen Z.
Examples of Destinations:
Old Saybrook, Connecticut (coastal movie charm)
North Wildwood, New Jersey
Cape Cod, Massachusetts
New Baden/French Lick area, Indiana
Emphasis on Relaxation and Exploration: "Townsizing" trips are for people who want to relax and slowly explore local shops and restaurants in a quiet area.
Experiential Travel: Travelers are less interested in just ticking off tourist landmarks and more focused on making memories in new and exciting locations.
Key success factors of product (trend):
The key success factors for the "townsizing" trend among Gen Z include:
Nostalgic Appeal: Connecting with comforting and familiar movie aesthetics.
Desire for Simplicity: Offering a break from the complexities of modern life and big city environments.
Relaxation and Slow Pace: Providing an opportunity to unwind and take things at a leisurely pace.
Authentic Local Experiences: Focusing on exploring local shops, restaurants, and the unique character of small towns.
Affordability (potentially): Small towns may offer more budget-friendly vacation options compared to major cities or popular resorts.
Social Media Appeal: Quaint towns and charming moments can be highly shareable on platforms like Instagram and TikTok.
Key Takeaway:
Gen Z is driving a new travel trend called "townsizing," where they are seeking out vacations in quaint US small towns to experience the charm and comfort depicted in their favorite movies, prioritizing relaxation and local exploration over traditional tourist activities.
Main trend:
The main trend is the Rise of "Townsizing" Among Gen Z Travelers, indicating a preference for vacations in quaint, small towns driven by nostalgia, comfort, and a desire for simpler, more relaxed experiences.
Description of the trend (please name it):
Gen Z's Quaint Town Escapism: This trend describes the increasing popularity among Gen Z travelers of choosing small, picturesque towns for their vacations, motivated by a desire to experience the comforting and charming atmospheres often seen in movies, and to enjoy a slower pace of travel focused on relaxation and local exploration.
What is consumer motivation:
Nostalgia and Comfort: Seeking the familiar and comforting feelings associated with small-town settings often portrayed in movies.
Desire for Simplicity: Wanting a break from the fast-paced and complex nature of urban life.
Relaxation and Escape: Seeking a calm and peaceful environment to unwind.
Authentic Local Experiences: Interest in exploring the unique character, shops, and restaurants of small towns.
Living Out Movie Fantasies: A desire to immerse themselves in the lifestyle depicted in their favorite films.
What is driving trend:
Influence of Media and Pop Culture: Movies, particularly those with a nostalgic or comforting small-town setting, are shaping travel aspirations.
Gen Z Values: This generation often values authenticity, unique experiences, and a slower pace of life.
Social Media Trends: The aesthetic of quaint towns and charming moments can be highly appealing and shareable on social platforms.
Potential for Affordability: Small towns may offer more budget-friendly travel options.
What is motivation beyond the trend:
Desire for a Break from Routine: Vacations in general offer an opportunity to step away from daily life.
Exploring New Places: A natural curiosity and desire to discover different environments and communities.
Description of consumers article is referring to:
The article specifically refers to Gen Z travelers (individuals born roughly between the mid-1990s and early 2010s). Key characteristics include:
Age: Generally between 18 and early 20s in 2025 (though the broader range of 18-34 is sometimes used).
Values: Often prioritize unique experiences, authenticity, and a slower pace of life.
Media Consumption: Highly influenced by movies, TV shows, and social media.
Travel Preferences: Showing a preference for more relaxed and immersive travel experiences over typical tourist itineraries.
Conclusions:
Gen Z is increasingly choosing "townsizing" vacations in quaint US small towns, driven by a desire for nostalgia, comfort, simplicity, and the opportunity to experience the charm often depicted in movies. This trend highlights a unique travel motivation among this generation, focused on relaxation and local exploration away from the bustle of big cities.
Implications for brands:
Tourism Boards of Small Towns: Opportunity to market their destinations to Gen Z by highlighting their charm, movie connections, and relaxed atmosphere.
Local Businesses in Small Towns: Can cater to this trend by emphasizing local and authentic experiences.
Implication for society:
Potential for Economic Growth in Smaller Towns: Increased tourism can provide a boost to local economies in these areas.
Preservation of Quaint Character: The trend may incentivize the preservation of the unique charm of small towns.
Implications for consumers:
More Diverse Vacation Options: Gen Z has a new and appealing type of vacation to consider.
Potential for More Relaxing and Authentic Travel Experiences: "Townsizing" offers a different pace and focus compared to typical tourist trips.
Implication for Future:
Likely Continued Popularity of "Townsizing" Among Gen Z: As this generation continues to travel and seek unique experiences.
Potential for Other Generations to Adopt Similar Preferences: The appeal of simpler and more relaxed travel could broaden.
Consumer Trend (name, detailed description):
Nostalgia-Driven Travel: Consumers, particularly younger generations, are increasingly choosing travel destinations and experiences that evoke a sense of nostalgia, often influenced by movies, TV shows, or childhood memories, seeking comfort and familiarity in their vacations.
Consumer Sub Trend (name, detailed description):
Slow and Intentional Travel: A preference for a slower pace of travel that allows for deeper immersion in a destination, focusing on local experiences, relaxation, and taking time to explore rather than rushing through tourist checklists. "Townsizing" embodies this.
Big Social Trend (name, detailed description):
The Desire for Simplicity and Escapism: In an increasingly complex and fast-paced world, there's a growing desire for simpler ways of life and opportunities to escape the pressures of modern society, which can be reflected in travel choices.
Worldwide Social Trend (name, detailed description):
The Rise of Experiential Travel: Globally, travelers are moving away from traditional sightseeing towards more immersive and experience-based vacations.
Social Drive (name, detailed description):
The Pursuit of Comfort, Familiarity, and Authentic Connection: People are often drawn to experiences that provide a sense of comfort and familiarity, while also seeking genuine connections with the places they visit.
Learnings for brands to use in 2025:
Highlight the Charm and Simplicity of Destinations: When marketing to Gen Z, emphasize the quaint and relaxed aspects.
Leverage Media Connections: If a town or region has been featured in popular movies or shows, highlight that connection.
Strategy Recommendations for brands to follow in 2025:
Develop "Townsizing" Travel Packages: Create itineraries focused on exploring small towns, local shops, and restaurants.
Use Nostalgic and Comforting Imagery in Marketing: Appeal to Gen Z's desire for a relaxed and familiar atmosphere.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:
The notable trend of Gen Z's quaint town escapism indicates that in 2025, tourism boards and businesses in smaller US towns should strategically highlight their charming and relaxed atmosphere, leveraging connections to popular media and promoting slow, immersive experiences to attract the growing number of Gen Z travelers seeking nostalgic comfort and authentic local exploration away from the hustle of big cities.
Final Note:
Core Trend: Gen Z's Quaint Town Escapism: Seeking small-town vacations for comfort and nostalgia.
Core Strategy: Highlight Charm, Simplicity, and Media Connections: Emphasize the relaxed atmosphere and any movie or show associations.
Core Industry Trend: Rise of Experiential and Authentic Travel: Travelers seeking deeper and more genuine experiences.
Core Consumer Motivation: Desire for Nostalgia, Comfort, Simplicity, and Authentic Local Experiences: Wanting a relaxing and familiar break from routine.
Final Conclusion:
Gen Z's "townsizing" trend represents a unique and evolving travel preference driven by a desire for comfort, simplicity, and a connection to familiar media portrayals of small-town life. For smaller communities across the US, this presents a significant opportunity to attract a new generation of travelers by embracing their quaint charm and offering the relaxed and authentic experiences they are seeking.
Core Trend Detailed:
Gen Z's Quaint Town Escapism describes a specific travel preference emerging among members of Generation Z, characterized by a deliberate choice to vacation in smaller, more traditionally charming towns rather than large, bustling cities or typical resort destinations. This trend is deeply rooted in a desire for experiences that evoke a sense of nostalgia, comfort, and simplicity, often mirroring the idyllic settings and unhurried lifestyles depicted in comforting movies and media. These travelers are drawn to the unique character and local flavor of these smaller communities, seeking relaxation through a slower pace of life and the opportunity to engage with local shops, restaurants, and the overall ambiance of a quieter environment.
Key Characteristics of the Core trend:
Preference for Small Towns: Choosing destinations with a distinct, often historical or picturesque charm.
Nostalgic Motivation: Driven by a longing for the comforting feelings associated with idealized small-town life.
Emphasis on Relaxation: Seeking a slower pace and a break from the stresses of urban living.
Support for Local Businesses: Interest in exploring and patronizing local shops and restaurants.
Media Influence: Inspired by the portrayal of quaint towns in movies and other media.
Experiential Focus: Valuing the experience of immersing oneself in a different, often simpler, way of life.
Market and Cultural Signals Supporting the Trend:
Priceline's 2025 Travel Trends Report: Explicitly identifies "townsizing" as a key trend among Gen Z.
89% Higher Likelihood for "Nancy Meyers Lifestyle" Vacations: Quantifies Gen Z's preference for this type of getaway.
Mention of Specific Towns: Old Saybrook, Connecticut; North Wildwood, New Jersey; Cape Cod, Massachusetts; and New Baden/French Lick area, Indiana, are cited as examples.
Quote from Adam Duckworth: Emphasizing relaxation and exploration of local shops and restaurants as key activities.
67% of Gen Z Seeing Vacation as Living Out Small-Town Fantasies: Highlights the strong desire for this type of experience.
How the Trend Is Changing Consumer Behavior:
Choosing Small Towns Over Big Cities: A direct shift in destination preference for a significant portion of Gen Z travelers.
Prioritizing Relaxation and Slow Exploration: Vacation itineraries are likely to be less packed and more focused on leisurely activities.
Seeking Out "Hidden Gems": Interest in discovering and visiting less mainstream tourist destinations.
Potentially Supporting Local Economies: By spending time and money in small, locally-owned businesses.
Implications Across the Ecosystem:
For Brands and CPGs: Brands with products or marketing that align with a nostalgic or simple lifestyle might find increased resonance with this demographic.
For Retailers: Small-town businesses, especially those with unique or artisanal offerings, stand to benefit from increased tourism.
For Consumers: Gen Z travelers gain access to more diverse and potentially more relaxing vacation options that align with their specific interests and values.
Strategic Forecast:
The "townsizing" trend among Gen Z is likely to continue gaining momentum as this generation seeks authentic and less conventional travel experiences.
We may see an increase in travel content and marketing focusing on the charm and appeal of small towns.
This trend could potentially influence other generations to consider similar types of vacations.
Areas of innovation (based on discovered trend):
Curated "Townsizing" Travel Packages: Travel agencies or platforms could create specialized itineraries focused on visiting multiple small towns in a region.
"Movie Location" Tourism in Small Towns: Highlighting towns that have served as filming locations for popular movies, especially those with a nostalgic or comforting aesthetic.
Digital Platforms Connecting Travelers with Small-Town Experiences: Apps or websites that provide detailed information on local shops, restaurants, events, and unique attractions in smaller communities.
Final Thought (summary):
Gen Z's "townsizing" travel trend represents a significant shift in their vacation preferences, driven by a longing for the charm, simplicity, and comforting atmosphere of small towns often idealized in media. This focus on relaxation and local exploration provides a unique opportunity for smaller communities across the US to attract this growing segment of travelers by highlighting their authentic character and offering the type of slow-paced, memory-making experiences that Gen Z is actively seeking.
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