Different generations approach travel experiences differently—especially incoming younger generations. Compared to previous generations, younger travellers are prioritizing unique experiences and have a different outlook on travel on the whole.

Keeping up with these changes is key to helping travel brands and travel agencies meet the evolving needs of travellers. To help you stay ahead of the curve, we’ve put together over 30 key statistics relating to how Gen Z travels—but first, let’s look at who exactly makes up Generation Z.

What is Generation Z?

Generation Z—abbreviated to Gen Z—refers to the generation born between 1997 and 2012. This highly adaptable age group has a diverse mix of ages, with the oldest turning 28 this year and the youngest turning 13.

Gen Z adults are the first digital natives and are commonly known as the tech-savvy generation that grew up with smartphones in their hands. A constant online presence as well as the growth of social media platforms and a heightened global awareness all contribute to the shift in consumer values, expectations, and travel trends.

Gen Z consumers are actively redefining what it means to travel. Embracing their unique needs is essential to understanding the future of the tourism and travel industry.

According to the European Travel Commission, young travellers are more likely to:

• 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

Generation Z is a key incoming demographic for travel service providers of all kinds to consider—let’s dive into the stats that define their travel persona.

Gen Z: the next generation of travellers

Generation Z is a big consideration for travel companies as they become a key market segment. Let’s look at how they plan, book, and manage their travel itineraries.

• Gen Z are frequent travellers, 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 travellers, 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 travellers 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 travellers.
• 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 travellers intend to purchase clothing, shoes, or luggage in the next month for their next vacation. 
• Almost 75% of Gen Z travellers 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 travellers plan to extend a business trip in 2024 to enjoy leisure time before or after their work obligations.
• 75% of Gen Z travellers are interested in experiencing local, unique hotel bars during their 2024 travels.
• 38% of Gen Z travellers use traditional travel agents instead of online booking options.
• Gen Z spends an average of $11,766 on trips; surpassing all other generations.

Sources: CNBC, McKinsey & Company, PMG, Fast Company, Civic Science, Statista, Travel Age West, Skift, Hilton, Travheir, Squaremouth

Accommodation: Gen Z prioritises budget-friendly options

When it comes to finding a place to stay during their travels, Gen Z might enjoy a luxury night’s sleep—but they also want budget-friendly places to lay their heads, as well as secure locations. 

• 35% of Gen Zers prioritise budgets and stay in standard hotels with a rating of 3 stars or below.
• For Gen Z travellers, 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 travellers want to book with eco-friendly companies.

Source: Research Gate, CBI, HostTools

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A new generation of values-based travel behavior

With new generations come new values and ideals, and Gen Z is no different. In fact, value-based decisions, including carbon footprint consciousness, are a defining attribute of this generation and one that guides its travel decisions.

• 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 travellers look for more environmentally friendly transportation once they arrive at their destination.

Sources: Global Sustainable Tourism Council, Condor Ferries

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Gen Z vs Millennials: Key differences and similarities

Gen Z is often compared to their slightly older sibling­, Millennials (born between 1981 and 1996).

Gen Z and Millennials are reshaping travel, blending work with wellness and leisure. While Millennials often extend trips for indulgence and relaxation, Gen Z employees emphasise self-care, seeking travel perks like yoga or exercise classes. Together, these generations are prioritising well-being. 

• 43% of Millennials have extended their business travel trip for leisure.
• Gen Z employees prioritise 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 prioritise 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 travellers prioritise travel plans focused on personal wellness and well-being experiences.

Sources: TravelPerk, Statista, Hilton, American Express, TravelPerk

Understanding Gen Z is key for the future of travel

Preparing for changes to traveller priorities is key to providing top-notch travel services. Whether it's Asia or Europe, Gen Z approaches travel differently than older generations.

The power of a strong social media presence, effective online communication, and a personalised approach to customer service and support cannot be overstated when working with Gen Z.

It’s not just about popular destinations After all, the journey is just as important.