ibis' The Go Getters Miniseries Speaks to Gen Z & Y Travelers
Laura McQuarrie — December 5, 2025 — Marketing
References: instagram & press.accor
The Go Getters is ibis' first-ever social miniseries and it introduces five friends with a unique archetype that resonates with different types of travelers. Starring real filmmakers and creators, The Go Getter tells the story of a group trying to reunite for a weekend in Budapest. Along the way, they experience challenges but collectively adopt a mindset that sees them still go when things don't go according to plan.
“The Go Getters represents a fundamental shift in how hospitality brands can connect with the next generation of travelers,” said Jean-Yves Minet, Global Brand President, ibis brands. “Gen Y and Z don't just consume content differently—they expect brands to entertain, not interrupt. Miniseries allow us to do exactly that. We're not asking for their attention; we're earning it by creating stories they associate with and actually want to watch and share."
“The Go Getters represents a fundamental shift in how hospitality brands can connect with the next generation of travelers,” said Jean-Yves Minet, Global Brand President, ibis brands. “Gen Y and Z don't just consume content differently—they expect brands to entertain, not interrupt. Miniseries allow us to do exactly that. We're not asking for their attention; we're earning it by creating stories they associate with and actually want to watch and share."
Trend Themes
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Character-driven Content — Content that prioritizes character development and storytelling can create deep emotional connections with Gen Z and Y, differentiating brands in the crowded social media landscape.
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Miniseries Marketing — By leveraging the miniseries format, brands can create engaging, episodic content that captures sustained viewer interest over time.
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Traveler-influencer Collaborations — Collaborating with real-life filmmakers and creators offers authenticity that resonates strongly with younger audiences seeking genuine travel experiences.
Industry Implications
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Hospitality — Innovative storytelling approaches in hospitality can redefine customer engagement by creating memorable brand experiences.
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Entertainment and Media — Exploring hybrid formats like social miniseries allows for opportunities to engage audiences with content that blends storytelling with direct brand engagement.
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Travel and Tourism — Targeting the interests of Gen Y and Z through relatable travel narratives can drive new marketing strategies in the travel and tourism sector.
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