Skyscanner: mythology inspires more than 40 percent of young travelers
According to Skyscanner's 2027 trend report, 43 percent of millennials and 42 percent of Gen Z are inspired by mythology in their travel choices. For hotels, this creates an opportunity to connect with guests across the pre-trip, during-trip and post-trip stages.
Skyscanner has published its travel trends report for 2027, highlighting a direction it calls "Grand Odysseys." According to the company's statement, 43 percent of millennials and 42 percent of Gen Z are inspired by ancient myths and legends when making travel decisions.
The report also shows how this interest can be applied to the hotel business: engagement with the guest does not end with the length of stay. It is possible to present the mythological context of the destination before the trip, offer a thematic experience or route during the trip, and continue that story after the trip.
This approach is particularly relevant for accommodation properties with historical and cultural heritage. For guesthouses and small hotels, such thematic presentation does not require a large budget — the key is to properly collect local myths and legends and convey them to the guest.
For the Azerbaijani market, this applies to properties located on the Caspian shores, in the Caucasus mountains, or in ancient settlements: incorporating local legends into room presentations, excursion routes, and the guest's post-trip information flow is a real opportunity to stand out.