Gen Z: How Travel Brands Can Capture the Most Influential Consumer Group

Born between 1997 and 2012, Gen Z is coming into its own as a powerful consumer group - and they’re already reshaping the travel industry. Unlike Millennials, who championed digital nomadism and 'bleisure' travel, or Boomers, who prioritised comfort and heritage brands, Gen Z is carving out its own travel identity: one defined by purpose, technology, and global curiosity.

This is a generation raised in a hyper-connected, fast-evolving world, where personal values and cultural fluency take precedence over convention. As they move into their prime earning years, luxury travel brands that understand how to speak to them - without compromising on quality or service - will be the ones to thrive.

What Sets Gen Z Travellers Apart?

They Prioritise Meaningful Experiences
Gen Z doesn’t just want to be pampered - they want to be engaged. This generation values immersive, hands-on experiences that create lasting memories. In fact, 52% of Gen Z travellers say they ‘splurge’ on travel experiences, far outpacing Boomers (29%). Rather than upgrading flights or rooms, they’re more inclined to spend on unforgettable moments - underscoring their belief that the experience itself is the true luxury. Think pasta-making lessons in an Italian villa, spotting the Northern Lights, or an off-menu tasting with the chef. Luxury is redefined through access, storytelling, and authenticity.

They Value Cultural Depth Over Clichés
Rather than flocking to over-touristed destinations, Gen Z leans toward places that feel fresh, local, and culturally rich. This isn’t just aesthetic preference; it’s deeply personal; 84% of Gen Z travellers prefer off-the-beaten-path destinations over traditional hotspots, often choosing places that reflect their heritage or interests. They’re drawn to ‘second cities’ and under-the-radar regions that offer substance over spectacle - where they can connect with communities, discover local artisans, and explore places with a story to tell.

They Crave Personalisation and Flexibility
Growing up with algorithms and custom-curated everything, Gen Z expects a tailored experience. They respond to brands that offer flexibility in planning, personalised recommendations, and seamless service powered by smart tech - from mobile check-ins to AI-curated itineraries that evolve in real time. Gen Z ranks personalisation 2.5× more valuable than older generations, especially when it comes to room amenities, itineraries, and concierge services.

They’re Global Citizens with a Conscience
Diversity, inclusion, and sustainability aren’t buzzwords for Gen Z - they’re baseline expectations. This is a generation that chooses brands aligned with their values: over 70% of Gen Z travellers say climate change affects their travel decisions, and nearly 1 in 4 prioritise hotels with strong sustainability credentials. From regenerative travel programmes to transparent eco-initiatives, they seek experiences that reflect care for people and the planet. They’re also willing to put their money where their ethics are: 14% filter flights for lower emissions, and the same percentage say they’ll pay to offset carbon. 

Travel Trends to Watch

‘Set-Jetting’ Goes Luxe
Influenced by streaming platforms and cultural exports, Gen Z has reignited interest in destinations featured in film, TV, and music - 70% of Gen Z travellers have visited a destination because they saw it on TV or in a film. Whether it's Thailand for The White Lotus or Seoul’s rise via K-pop and Korean cinema, the desire to experience screen-worthy places is alive - but it’s the elevated versions (private tours, cinematic packages, and behind-the-scenes exclusives) that truly resonate.

It’s worth noting: 92% say social media influenced their last trip. But it’s not just celebrity travel content that leads the charge - 42% of Gen Zers say it’s their peers’ posts that inspire them most.

Sustainability with Substance
Forget vague green claims. Gen Z expects real accountability. Solar-powered resorts, zero-waste culinary programmes, and partnerships with local conservation projects all strike a chord. They also favour brands that transparently offset their footprint - and can explain how. Gen Z is actively choosing operators based on environmental and social standards - even if that means spending more. Over 20% say they will choose more expensive eco-certified hotels, valuing transparency and responsibility over convenience.

Digital-First, Human-Centred Planning
Trip planning for Gen Z is increasingly a blend of technology and personal touch. While they value the efficiency of AI - using it to research and find travel deals - they’re not yet ready to trust it with the entire booking process. In fact, 77% of Gen Z travellers haven’t used AI for any part of their planning, and only a small percentage would let it handle the full trip. This shows that while tech tools like AI are helpful, human expertise remains essential for personalised, high-quality recommendations. 

Mobile-first booking is also a key preference, with 55% of Gen Zers booking their last trip via smartphone, and 64% say they prefer mobile-first travel tools. Short-form video is playing an increasingly central role too, 42% of Gen Z travellers say they use TikTok and Instagram Reels to plan holidays, showing visually led content acts as both inspiration and a trip-planner.

What Travel Brands Need to Know

Gen Z isn’t just a rising demographic - they’re already setting the agenda. For travel brands, this means stepping up: curating escapes with local soul, designing booking journeys that feel as personalised as a playlist, and putting sustainability at the core, not just in the copy. This is a generation that travels for meaning as much as memory - for culture, connection, and personal growth.

The traveller of tomorrow is already here. The question is - is your brand ready?

Drop us a line at hello@pc.agency to future-proof your strategy and connect with the next generation of travellers.