What is Generation Z?
- Return and add more value to destinations over time
- Discover new travel destinations
- Incorporate technology such as apps into their trips
- 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, making an average of three leisure trips every year.
- 60% of Gen Zers planned to travel by air in 2023.
- 42% of Gen Zers travel to spend time with family or friends.
- 49% of Gen Zers plan getaways to relax.
- Sightseeing is the top reason to travel for 70% of Gen Zers, while experiencing a new local culture is important for 68%.
- 53% of Gen Z travelers use social media platforms for leisure travel recommendations.
- 70% of Gen Zers have been motivated to visit a destination after seeing it featured in a TV show, news source, or movie.
- 73% of Gen Zers are “vacation deprived”, which means they work too much and have too little time off.
- Culinary experiences are important to Gen Z, with 47% saying they have planned an entire trip around visiting a specific restaurant.
- 29% of Gen Zers were inspired to travel to a destination in 2023 by TikTok.
- 70% of Gen Z travelers actively look for travel experiences off the beaten path that their family and friends have not heard of.
- 24% of Gen Z travelers were looking to spend less on their trips in 2023 than in 2022, citing economic concerns.
- In 2023, 43% of Gen Z vacationers wanted a beachside trip, while 32% were inclined towards a staycation.
- Only 8% of Gen Z travelers are willing to go into debt when making plans for leisure travel.
- 35% of Gen Zers finalize their travel plans less than one month before departure.
- Almost half of Gen Zers expect their parents to financially contribute to their travel costs.
- When traveling to a foreign destination, clubs and parties are the main attraction for only 21% of Gen Zers.
- Gen Z travelers have a preference for using Online Travel Agents (OTAs) to make travel plans.
Accommodation: Gen Z prioritizes safety over cost
- Gen Z is more likely to stay in bed and breakfasts or vacation rentals than Gen X and Baby Boomers.
- When it comes to booking accommodation, factors such as safety and security are more important than cost to Gen Zers.
- Similarly, Gen Zers are more concerned with accommodation providers that offer unique experiences and have positive reviews over quality.
A new generation of values-based travel behavior
- Over half of Gen Z travelers would pay more for a travel company with an environmentally friendly ethos and practices.
- 6 out of 10 Gen Z travelers look for more environmentally friendly transportation once they arrive at their destination.
- 26% of Gen Zers want to connect with their cultural heritage when they travel.
- Sustainability is key, with over half of Gen Zers (56%) preferring to stay in green or eco-friendly accommodations.
Gen Z vs Millennials: Key differences and similarities
- With self-care in mind, 61% of Gen Z and Millennial travelers are prioritizing making travel plans that focus on personal wellness that provide well-being experiences.
- Millennials are more likely to book accommodation at a resort.
- Millennial and Gen Z employees are more likely to travel for work over the next year.
- A higher percentage of Millennials blend work trips with personal leisure plans Gen Z.
- 41% of Millennials prioritize cost when making travel plans.