Airbnb and Duolingo team up to inspire Gen Z language travel
Key Takeaways
- Young Brits are embracing "Bilingual Breaks" - shorter European trips to practise languages in more authentic, lesser-known destinations
- Duolingo reports a 32% rise in UK Gen Z learners, with a recent Airbnb survey finding Gen Z are motivated by challenging the "English-only" travel stereotype (20%), connecting with new cultures (25%), and keeping minds sharp (26%)
- Airbnb UK bookings in rural destinations are notably up among Gen Z this spring/summer, with most preferring non-tourist spots where English isn't the default
- To inspire this trend, Airbnb and Duolingo are partnering to spotlight the best European rural destinations for language immersion this spring
Key Takeaways
- Young Brits are embracing "Bilingual Breaks" - shorter European trips to practise languages in more authentic, lesser-known destinations
- Duolingo reports a 32% rise in UK Gen Z learners, with a recent Airbnb survey finding Gen Z are motivated by challenging the "English-only" travel stereotype (20%), connecting with new cultures (25%), and keeping minds sharp (26%)
- Airbnb UK bookings in rural destinations are notably up among Gen Z this spring/summer, with most preferring non-tourist spots where English isn't the default
- To inspire this trend, Airbnb and Duolingo are partnering to spotlight the best European rural destinations for language immersion this spring
With bank holiday season upon us, new research from Airbnb and Duolingo reveals a fast-growing Gen Z travel trend: short European getaways driven not by sightseeing, but by the desire to practise languages in real life and experience destinations through a truly local lens.
Coined “Bilingual Breaks”, over 60%1 of UK Gen Z have planned or are considering a short European getaway this year – focused on cultural immersion in hidden-gem destinations, where they can put language skills to practise in everyday moments, from ordering dinner to chatting with locals.
Duolingo data reflects this shift first-hand, reporting a 32% rise in Gen Z users over the past two years – with average Duolingo streak exceeding six months.2 Top motivations for learning include personal achievement (40%), fighting brain rot (26%), connecting with local cultures when travelling (25%), and challenging the “English-only” British stereotype abroad (20%).
With 64%3 of Gen Z more likely to default to English in cities and tourist hotspots than in smaller rural areas, lesser-known destinations are emerging as the perfect place to put language skills to the test – and this is showing up in travel behaviour.
Airbnb has seen a notable increase in rural destination bookings for Gen Z UK travellers this spring/summer compared to last year,4 while at the same time, “micro-cations” are becoming the go-to format, as over the spring period, group getaways average at three nights total.5
For 75% of Gen Z, learning a new language has made them bolder in their travel choices – and as the same hotspots flood social feeds, 66% would rather explore somewhere more undiscovered. Over half (53%) prefer destinations where English isn’t the default, and 58% say local markets and grocery stores excite them more than landmarks or museums.
With 25% saying their parents rarely use the local language abroad, Gen Z are determined to do things differently. 36% would feel embarrassed without knowing basic phrases, 75% believe it’s rude not to attempt simple greetings, and 32% feel self-conscious speaking only English abroad, compared to just 15% of over-55s.
With Spanish, French, German and Italian among the top 5 languages for UK Gen Z learners,6 Airbnb and Duolingo have teamed up to spotlight trending, lesser-known regions across these countries – perfect for turning on-screen learning into real-world experience.
| Airbnb’s top trending rural destinations in countries most popular for language learning, among Gen Z 7 | |
|---|---|
| Country | Destinations |
| Spain | RojalesRonda |
| France | Montreuil (Pas-de-Calais)Gerardmer |
| Germany | BraunlageOrtenaukreis |
| Italy | BressanoneArco |
To further encourage this new wave of travel, Airbnb and Duolingo are rewarding new or returning users who complete a Duolingo lesson with 10% off an Airbnb stay*
“Gen Z isn’t learning languages just to tick a box before a trip – they’re learning because they actually want to understand the world better,” Bozena Pajak, VP of Learning and Curriculum at Duolingo said . Travel gives learners a powerful reason to use what they’ve learned in real life – whether that’s ordering food, chatting with locals, or feeling more confident exploring somewhere new. Partnering with Airbnb helps turn everyday learning into real-world experiences.”
Lisa Marçais, Country Manager, UKI, Northern Europe & MEA General Manager at Airbnb, comments: “Young travellers are hungry to discover places that don’t appear on everyone’s social feed – cobbled villages, hidden coastal towns, spots where translated menus are rare and local life is abundant. This appetite for off-the-beaten-path travel is fuelling a new wave of language learning, and together with Duolingo, Airbnb is uniquely placed to turn those skills into truly authentic experiences -with rural stays and local hosts ready to make every trip unforgettable.”
Most off-the-beaten-path adventures begin in European gateway cities – and Airbnb Experiences and Services, hosted by in-the-know locals, are the perfect way to ease into bilingual life before venturing further. From a cocktail-making class in Paris’ iconic Saint-Germain to a natural wine and farm-to-table tasting in Milan, or exploring a street artist’s studio in Rome – discover more at airbnb.co.uk/experiences.