Travel analysis: How Gen Z is rewriting the rules of travel
Gen Z is tearing up the travel rulebook by trading the traditional itineraries, party scenes and landmarks for hidden gems, sustainability and authenticity.
Here’s how Gen Z is making the travel industry adapt to them, writes Travel News Blitz writer Jesse-Ann Baron.
Gen Z travel planning: From TikTok scrolling to AI recommendations
Generation Z (anyone born between 1997 and 2012) is rapidly becoming a strong force in the tourism industry, currently making up nearly a quarter of the world’s population.
They are the first digital natives, and according to Forbes, Gen Z spends an average of 10.5 to 10.6 hours per day online.
This generation is the most digitally connected in history, and this impacts their approach to travel.
Traditional search engines like Google are being replaced by social media for travel inspiration.
Travel influencers have become the new guides, with 88% of Gen Z already following one of them.
This generation is trusting influencers on TikTok and Instagram over traditional travel ads.
Artificial Intelligence is also a new emerging trend as this group is using AI for personalized travel itineraries and hidden gem discovery.
One-fifth of Gen Z’ers are already using AI for personalised travel recommendations.
It is clear that as digital natives they prefer more technology in their travel process.
This is shown with their preferance for seamless digital experiences like mobile check-in/out, high-speed wi-fi, keyless entry and mobile payment options.
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Why sustainability is non-negotiable for Gen Z travellers
Sustainability is not a niche interest anymore and is becoming a huge part of travel planning.
According to a study by Expedia Group, 91% of Gen Z travellers report environmental or social concerns have influenced their plans in the last year.
The days of going to the hottest tourist destinations are coming to an end with many Gen Z’ers purposefully travelling to avoid overtourism.
They do this by travelling during off-peak season, as Expedia Group found 94% of them willing to do this to skip the crowds and reduce impact on popular sites.
Purposeful travelling is becoming the trend with the help of travel influencers; many are opting for alternative destinations.
Unique destinations that are off-the-beaten-path are being favored: think a hidden village in Scotland over the city centre of Paris.
Gen Z’ers are also eco-spending so they will look out for travel businesses and experiences that have a small carbon footprint, but also have a positive impact on local environments.
Travel businesses now need to change their operations if they’re not sustainable to attract this crowd, as they will sooner opt for voluntourism over passive sightseeing.
According to the Good Tourism Institute, 56% of Gen Z’ers will pay more for experiences and travel companies that have eco-friendly practices and philosophies.
The way they travel to destinations is also shifting; where possible, many are taking the train to decrease the impact of air travel.
Responsible exploring is the new popular behaviour and if businesses want to stay competitive, they have to adapt to it.
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Why Gen Z would rather explore than party
This trend away from partying amongst younger generations has become clear, and they apparently prefer immersive experiences in local cultures over the party scene.
Stats show that compared to millennials, Gen Z does not drink as much; this also motivates their decision to explore cultures over heavy drinking while on vacation.
Gen Z’ers enjoy travel so much that on average they go on three leisure trips a year and are 91% more likely to extend their own trips for leisure.
They are redefining travel trends completely.
Solo travel is booming, with the majority of it being done by women, and budget-friendly travel is on the rise.
In 2025, 76% of Gen Z travellers stated they plan to embark on solo travel, but interestingly, it was mainly women.
Influencers promote solo travelling as a way to self-actualize and detach from societal constraints, which compels many Gen Z women to break free from their routine and become independent.
Budget-friendly travel is also trending, with some prioritising value-based experiences, meaning they will stay at a standard 2-star hotel if it means they could spend more on local activities.
This generation is moving away from Eat, Pray, Love travel and more into modern wellness.
A large segment of them on a business trip will extend it for “bleisure” and during these trips they often cite expenses for yoga or exercise classes.
They don’t even plan for years in advance but are very spontaneous, with nearly half of the generation planning a trip within one month of departure.
Mental health is becoming more understood today and Gen Z are using travel to move away from stressful lives; therefore, slow travel is trending with longer stays and less packed itineraries and destination hopping.
Gen Z isn’t the future of travel - they’re the present
The tourism industry today has to adapt to this new emerging market, or they will be left behind.
Certain brands are already doing just that, such as hospitality brand Selina and hotel brand Marriott’s Moxy.
Selina’s properties offer community-centric environments where co-working spaces, recreational activities and artistic workshops are available.
Alongside them, Moxy has taken the hint by offering a hotel experience that is fully digital with fast WI-FI, AR experiences and keyless entry.
They also like Selina, promote socialising through their Instagrammable communal lobbies and social hubs.
They both don’t lean into corporate environments, but rather into a more inviting, unconventional atmosphere that attracts the younger, digital, social media-driven market.
Social interaction is seemingly the common denominator.
Gen Z wants to make connections, have a positive impact and have unique experiences; thus, they are not only travelling differently, but they are transforming what travel becomes next.
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