What is Generation Z?
- Return and add more value to destinations over time
- Discover new travel destinations off the beaten path
- Incorporate technology such as apps into trip planning
- Gain personal cultural benefits and contribute to the local communities that they visit
Gen Z: the next generation of travelers
- Gen Z are frequent travelers, taking an average of three leisure trips every year.
- 63% of Gen Z consumers have made travel purchases in the past 12 months.
- Millennial and Gen Z employees are the biggest business travelers, with 53% of each group planning to travel for business.
- 65% of Gen Z expected to spend more on leisure travel in 2024 compared to last year.
- 88% of Gen Z consumers are following at least one travel influencer on TikTok.
- 45% of Gen Zers trust travel recommendations made by influencers.
- Gen Z travelers prefer direct online channels for flight bookings.
- 76% of Gen Zs are more interested in travel than they used to be.
- Immersing themselves in local cultures is a top travel motivator for half of Gen Z travelers.
- Almost 60% of Gen Z consumers use loyalty programs when they travel.
- 31% of Gen Z consumers are planning a beach/lake destination for their next vacation.
- 45% of Gen Z travelers intend to purchase clothing, shoes, or luggage in the next month for their next vacation.
- Almost 75% of Gen Z travelers planned on taking a solo trip in 2024.
- Gen Z drinks less alcohol than Millennials; they prefer sightseeing and cultural experiences to partying and heavy drinking while on vacation.
- One-fifth of Gen Z consumers use artificial intelligence for personalized travel recommendations.
- Over a third of Gen Z travelers plan to extend a business trip in 2024 to enjoy leisure time before or after their work obligations.
- 75% of Gen Z travelers are interested in experiencing local, unique hotel bars during their 2024 travels.
- 38% of Gen Z travelers use traditional travel agents instead of online booking options.
- Gen Z spends an average of $11,766 on trips; surpassing all other generations.
Accommodation: Gen Z prioritizes budget-friendly options
- 35% of Gen Zers prioritize budgets and stay in standard hotels with a rating of 3 stars or below.
- For Gen Z travelers, value for money is the top priority when selecting a destination (47%), followed by affordable flights (45%) and safe, secure locations (42%).
- 50% of Gen Z travelers want to book with eco-friendly companies.
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A new generation of values-based travel behavior
- 73% of Gen Zers consider buying from online travel agents (OTAs) with sustainable travel offerings.
- Over half say the environment is a key motivator for traveling sustainably.
- Sustainability is key; over half of Gen Zers (56%) prefer to stay in green or eco-friendly accommodations.
- 6 out of 10 Gen Z travelers look for more environmentally friendly transportation once they arrive at their destination.
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Gen Z vs Millennials: Key differences and similarities
- 43% of Millennials have extended their business travel trip for leisure.
- Gen Z employees prioritize well-being during business travel; 34% would like to be able to submit travel expenses for activities such as yoga or exercise classes.
- 21% of 25-34-year-olds say business travel has helped their mental health.
- 36% of Millennials prioritize indulgence and pampering during business travel.
- 71% of Gen-Z and Millennial consumers want to book travel to private beaches to focus on relaxation.
- With self-care in mind, 61% of Gen Z and Millennial travelers prioritize travel plans focused on personal wellness and well-being experiences.
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