Remember when an ideal holiday meant getting sunburnt on an overcrowded beach for a week, sipping overpriced cocktails, and occasionally dragging yourself to a guided tour of some historical landmark (while wondering what’s for lunch)? Yeah, neither do we. Because if there’s one thing younger travellers have made clear, it’s that passive tourism is off the wishlist.
Today’s explorers want to hike the trails, taste the street food, dive into the culture, and come back with stories that make their friends jealous. They’re not just travellers; they’re experience collectors. And they’re changing the game for the entire travel industry.
The experience economy is booming
A GetYourGuide survey found that in-destination experiences are now the most important factor in the travel decision-making process. A whopping 82% of travellers said their choice of destination is based on the experiences and activities it offers—this over affordability, which came in at 71%.
Gen Z: the experience-obsessed travellers
If Millennials pioneered experience-driven travel, Gen Z has perfected it. This is a generation raised on TikTok and Instagram, where travel becomes part of creating an identity through unique, off-the-beaten-path experiences.
According to Skift Research’s latest report, “Exploring Gen Z and Millennial Travel”, younger travellers are prioritising adventure (18%), wellness (17%), and culinary experiences (17%) above all else. They’re also hyper-aware of sustainability and ethical travel, actively seeking out tourism operators with strong social and environmental values.
The death of the traditional bucket list
The days of booking trips just to check off a list of landmarks are long gone. You know; the ones that say you have to see the Eiffel Tower, walk through Times Square, and snap a selfie at the Colosseum? Instead, people (especially the younger generations) are chasing moments that are immersive, exciting, and, most importantly, meaningful.
And it’s not just about adrenaline-pumping activities (although adventure travel is booming). People are aligning their trips with personal passions, values, and goals, whether that means a spiritual retreat in the Himalayas, a deep-dive into Kyoto’s tea culture, or tracking gorillas in the Rwandan jungle. The common thread? They want their travels to be transformative.
If it’s not posted, did it even happen?
Like it or not, social media plays a huge role in how younger generations travel. According to The State of Student Youth Travel 2024, an impressive 89% of GenZ travellers discover new destinations through TikTok, with 60% naming it as their top source of inspiration.
But it isn’t just about FOMO or flexing for the ‘Gram—it’s about finding real, unique experiences that can’t be replicated. This is why places with immersive, jaw-dropping moments thrive in today’s experience economy.
Now, you might be wondering—where does The Vineyard Hotel fit into all this?
Well, if you’re the kind of traveller who seeks adventure, authenticity, and the unexpected, you’re in the right place.
We’re perched at the foothills of Table Mountain, surrounded by some of the most spectacular (and underrated) hiking trails in the world. Forget the tourist-packed cable car. We’re talking about Skeleton Gorge, an intense, ladder-filled climb through lush forest that leads you past pop-up waterfalls and straight to the highest point on Table Mountain. Oh, and did we mention there’s a hidden beach at the top?
And let’s not forget, our backyard is also home to Kirstenbosch Botanical Gardens, the Constantia Wine Route, and two oceans just a short drive away. One moment, you’re sipping world-class wine; the next, you’re diving into the (freezing) Atlantic or the (much warmer) Indian Ocean.
Your adventure starts here
If you’re tired of generic vacations and are craving something deeper, something real, we’d like to welcome you to The Vineyard Hotel. Whether you’re here for the hikes, sipping wine in the oldest vineyards in the Southern Hemisphere, the ocean(s), or just the thrill of discovering a different side of Cape Town, we promise you’ll leave with stories worth telling.
So, what are you waiting for? Your next great adventure is just a booking away.