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?
- 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 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 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 already experienced business travellers with 70% travelling 1-5 times per year for business.
- 65% of Gen Z expected to spend more on leisure travel in 2024 compared to last year.
- in 2026, 79% of Gen Z and Millenials consider leisure travel a priority.
- 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.
- Nearly 60% of Gen Z took two or more holidays in 2025, the highest of any generation, and are most likely to travel internationally.
- 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 76% of Gen Z travelers planed to embark on solo travel experiences in 2025
- 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.
- Gen Z are 91% more likely than other generations to extend trips to stay for leisure
- 38% of Gen Z travelers use traditional travel agents instead of online booking options.
- In 2025, Gen Z spend went up 20% from the previous year to an average of $11,209.
Accommodation: Gen Z prioritises 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%).
- Gen Z travellers actively select accommodation demonstrating genuine eco-friendly practices like recycling, renewable energy, and local ecosystem renewal initiatives.
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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, recent research shows 61% of Gen Z and Millennial travelers prioritize travel plans focused on personal wellness and well-being experiences.
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