Gen Z is rapidly becoming a key customer segment for travel brands around the world, and for good reason.
Gen Z are frequent travelers, making an average of three leisure trips every year. They prioritize travel over other traditional consumer goods and services.
Despite these trends, there are still many travel providers out there that ignore Gen Z when crafting their marketing campaigns, and focus on Millennials and Boomers instead. The argument is that Gen Z don’t spend big bucks. Granted, Gen Z are less likely to take extravagant vacations, having been in the workforce shorter than the previous generations and therefore have lower disposable incomes and savings.
But they travel more frequently as I mentioned at the beginning. Gen Zers also take more bleisure trips. According to research, Gen Zers making less than $50k a year are spending 49% more on travel than older generations making the same amount.
And why think short term? Keep in mind that Gen Z are going to be big spenders tomorrow.
So why not catch ’em early and start building loyalty at this stage so they choose you when they’re ready to book more expensive vacations with you in the future?
Oh, by the way, here are some other interesting things you should know about Gen Z travelers:
- 70% of Gen Z travelers actively look for travel experiences off the beaten path that their family and friends have not heard of.
- 53% of Gen Z travelers 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.
- 42% of Gen Zers travel to spend time with family or friends.
Source: TravelPerk
A recent travel report by Euromonitor has unveiled a transformative trend in the travel industry: Gen Z travelers are prioritizing personalized, authentic local experiences, with price playing a secondary role in their decision-making process. As travel agencies and tour operators, understanding and adapting to these evolving preferences is crucial for staying relevant and competitive in today’s market.
Let’s dive deeper into what Gen Z values in their travel experiences and explore actionable strategies to attract and engage this dynamic generation.
What Does Gen Z Value?

Authenticity and Immersion
Unlike previous generations, Gen Z travelers seek deeper connections with the destinations they visit. They are looking for experiences that allow them to engage meaningfully with local cultures, traditions, and communities. From participating in local festivals to learning traditional crafts, authenticity is at the heart of their travel aspirations. This generation values the uniqueness and genuine feel of their travels over the typical tourist attractions.
Personalization
Gen Z values tailored experiences that cater to their individual interests and preferences. Whether it’s a customized tour of hidden gems in a city or a personalized culinary journey, they appreciate itineraries that reflect their unique tastes. They seek experiences that feel exclusive and specifically designed for them.
Sustainability and Ethical Choices
This generation is highly conscious of their environmental footprint and the ethical implications of their travels. They prefer eco-friendly accommodations, support local businesses, and are drawn to destinations that promote sustainable tourism practices. Gen Z is willing to spend more on experiences that align with their values of sustainability and ethical responsibility.
Technology Integration
Digital natives at heart, Gen Z relies heavily on technology for travel planning and experiences. From using apps to find off-the-beaten-path spots to leveraging social media for travel inspiration, technology is an integral part of their travel journey. They expect seamless digital experiences and value tech-savvy solutions that enhance their travel experience.
Community and Social Impact
They are keen on making a positive impact during their travels. Voluntourism, where travelers participate in volunteer work, and other community-focused activities are popular among Gen Z travelers who want their trips to have a meaningful social impact. They look for opportunities to contribute positively to the places they visit.
How Can Travel Brands Attract and Engage Gen Z Travelers?

Curate Authentic Experiences
Develop offerings that highlight local culture and traditions. Collaborate with local artisans, chefs, and guides to create unique, immersive experiences that can’t be found elsewhere. Showcase activities that provide a genuine connection to the destination’s heritage and community.
Offer Personalized Packages
Utilize data and customer insights to create personalized travel packages. Understanding individual preferences and tailoring experiences accordingly can significantly enhance their travel satisfaction. Provide options for custom itineraries that allow travelers to choose activities that resonate with their personal interests.
Promote Sustainability
Implement and communicate sustainable practices. From reducing plastic use to supporting conservation efforts, show a commitment to sustainability that aligns with Gen Z’s values. Highlight eco-friendly accommodations, responsible wildlife tourism, and green transportation options in your offerings.
Leverage Technology
Create seamless digital experiences, from booking to exploration. Use apps, virtual tours, and interactive maps to enhance the travel experience. Encourage user-generated content and engage with travelers on social media to build a community. Ensure your website and booking platforms are mobile-friendly, as Gen Z prefers using their smartphones for travel planning and booking.
Promote Hostels and Budget Accommodation

Despite valuing unique and authentic experiences, many Gen Z travelers still appreciate affordable accommodations. Promote hostels and budget-friendly options that offer social environments and local cultural experiences. Highlight the communal aspect of hostels where travelers can meet like-minded individuals and share experiences. Ensure these budget accommodations are presented as not just cost-saving options, but as gateways to deeper local immersion and community connection.
Highlight Social Impact
Showcase how your travel experiences contribute to local communities. Promote voluntourism opportunities and other activities that allow travelers to give back. Highlight stories of community engagement and the positive impacts of your tours on local populations.
Engage and Attract on Social Media
Utilize platforms like Instagram, TikTok, and YouTube to share visually compelling content. Collaborate with influencers who resonate with Gen Z to showcase authentic travel experiences. Engage with your audience through interactive content such as polls, Q&A sessions, and live tours. Encourage user-generated content by creating unique hashtags and running contests that inspire Gen Z travelers to share their own travel stories and experiences.
Engage with Influencers
Partner with influencers who resonate with Gen Z. Authentic endorsements from trusted voices can significantly influence travel decisions. Select influencers who embody the values and interests of your target audience, and create content that feels genuine and relatable.
Optimize for Mobile Accessibility
Ensure your website and booking platforms are mobile-friendly. Gen Z prefers to use their smartphones for travel planning and booking, so a seamless mobile experience is crucial. Offer mobile apps with easy navigation, instant booking capabilities, and travel planning tools.
Provide Instant Gratification
Implement quick and easy booking processes, and offer instant confirmations and 24/7 customer support through chatbots or messaging apps. Gen Z travelers appreciate convenience and efficiency. Streamline the booking process to minimize steps and reduce friction.
Create Shareable Moments
Design experiences with social media in mind. Create photogenic spots and memorable moments that travelers will want to share on their social platforms, generating organic promotion for your brand. Encourage guests to tag your brand and use specific hashtags, amplifying your reach.

Incorporate Local Voices
Feature locals in your marketing campaigns and content. Authentic stories and recommendations from residents can resonate more deeply with Gen Z travelers than traditional advertising. Highlight local perspectives and insider tips to give a more authentic feel to your offerings.
This shift towards authentic, personalized, and sustainable travel is reshaping the industry. By understanding and catering to the values of Gen Z travelers, travel brands can not only attract this dynamic generation but also foster a new era of meaningful and responsible tourism.
Conclusion
Travel agencies and tour operators have a unique opportunity to connect with Gen Z travelers by embracing the values that matter most to them. By curating authentic experiences, personalizing offerings, promoting sustainability, leveraging technology, and engaging through social media and influencers, brands can attract and retain this influential generation.
Are you seeing this trend in your travels or within your business? Let’s discuss how we can further cater to and understand the evolving preferences of Gen Z travelers!