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 travellers
- Gen Z are frequent travellers, 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 travellers 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 travellers actively look for travel experiences off the beaten path that their family and friends have not heard of
- 24% of Gen Z travellers 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 travellers are willing to go into debt when making plans for leisure travel
- 35% of Gen Zers finalise 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 travelling to a foreign destination, clubs and parties are the main attraction for only 21% of Gen Zers
- Gen Z travellers have a preference for using Online Travel Agents (OTAs) to make travel plans
Accommodation: Gen Z prioritises 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 travellers would pay more for a travel company with an environmentally friendly ethos and practices
- 6 out of 10 Gen Z travellers 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 travellers are prioritising 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 prioritise cost when making travel plans