Cosmopolitan launches travel booking platform targeting Gen Z and millennials

Women’s media brand Cosmopolitan has launched a travel booking service called CosmoTrips.

Built in partnership with DH Enterprise & Associates, the platform offers instantly bookable, curated vacation experiences across the United States. At launch, two- and three-night itineraries are available in New York; Austin, Texas; Charleston; and West Hollywood.

CosmoTrips targets the brand’s Gen Z and millennial audience of 62 million, inviting them to “travel like an editor.” Trip itineraries, which include the best accommodations, food offerings and experiences in each city, are vetted by Cosmopolitan editors and secured in collaboration with experience provider Travel Curious.

Travel itineraries also include “exclusive perks and insider access” and will be available in additional cities such as New Orleans, Miami and Las Vegas in the coming months.

“Our audience of Gen Zers and millennials are considered the golden generation for travel, and research shows that they prioritize experiences over things,” says Nancy Berger, senior vide president, publishing director and chief revenue officer of Hearst Youth + Wellness Group (Hearst owns Cosmopolitan).

“CosmoTrips travel packages are specifically curated for this demographic, vetted by our editors, and include perks and surprise and delight moments, many of which are exclusive to our offering. Cosmo is such a trusted resource on so many aspects of their lives; creating a travel experience they will love, making it easy to book and guaranteeing them a fun time was a natural brand extension for us.”

CosmoTrips has partnered with Klarna to offer a buy-now-pay-later option. Klarna’s payment platform is fully integrated into the booking website, and CosmoTrips will be promoted across Klarna’s app and website and through its influencer network.

Cosmopolitan isn’t the first media brand to make a foray into travel booking. In February 2021, Travel + Leisure Co. – formerly known as Wyndham Destinations, which acquired the Travel + Leisure brand for $100 million – launched an online booking platform leveraging Travel + Leisure content.

In September of that year, it unveiled a subscription service that offers members access to preferred pricing on featured itineraries inspired by Travel + Leisure magazine editorial coverage, concierge services, exclusive experiences and a magazine subscription.