Gen Z is emerging as the most experience-driven generation of travelers.
In fact, 61% of Gen Z travelers prioritize wellness in their travel, and they spend an impressive $11,766 annually on trips — more than any other generation.
With a strong focus on sustainability, personalization, and authenticity, Gen Z is transforming how the world thinks about travel.
Whether you’re a marketer, travel brand, or destination manager, these insights will help you better connect with this powerful and fast-evolving demographic.
What Are the Most Striking Gen Z Travel Stats?
Gen Z is setting new standards in the travel industry. These standout statistics give us a snapshot of their mindset and priorities when it comes to exploring the world.
- 61% of Gen Z travelers prioritize mental, physical, and emotional wellness in their trips.
- 76% prefer to travel on their own schedule, seeking freedom and flexibility.
- 72% are budget-conscious and actively look for the cheapest ways to explore.
- 50% value experiences over material goods.
- 60% prefer appointment-free, spontaneous travel.
- 53% say social media significantly influences their travel decisions.
- 65% favor brands aligned with their social and environmental values.
- 68% are willing to pay more for eco-friendly accommodations.
What Do Gen Z Travelers Prefer?
When it comes to trip planning and execution, Gen Z shows clear preferences for personalization, tech-enabled convenience, and flexibility.
- 76% of Gen Z travelers want freedom in how and when they travel.
- 72% search for cost-effective ways to explore the world.
- 60% opt for unstructured, appointment-free vacations.
- 28% are willing to travel solo to avoid compromising their plans.
- 25% are influenced by social media influencers.
- 85% say Wi-Fi availability is essential when choosing accommodation.
- 62% prefer digital itineraries over printed guides.
- 59% use Instagram as a primary travel inspiration source.
- 67% of Gen Z prefer small, relaxing towns over big cities, a trend known as “townsizing.”
Gen Z vs. Millennials: Travel Preference Comparison
| Feature | Gen Z | Millennials |
|---|---|---|
| Prioritize Wellness | 61% | 46% |
| Influenced by Social Media | 53% | 31% |
| Prefer Digital Itineraries | 62% | 42% |
| Willing to Travel Solo | 28% | 17% |
| Choose Eco-Friendly Options | 68% | 54% |
How Is Gen Z Influenced When Making Travel Decisions?
Gen Z makes decisions quickly and confidently — often influenced by real-time content, peer recommendations, and AI tools.
- 53% are influenced by social media when making travel decisions.
- 49% use TikTok to discover destinations.
- 45% rely on friend recommendations.
- 73% say social media aesthetics affect their accommodation choice.
- 36% use AI-generated content to plan trips.
- 46% follow sustainability influencers for travel advice.
How Important Are Sustainability and Ethics to Gen Z Travelers?
Sustainability isn’t a buzzword for Gen Z — it’s a requirement. They reward brands that respect the planet and local communities.
- 65% support brands aligned with sustainability and inclusion.
- 68% are willing to spend more on eco-friendly stays.
- 70% value giving back to local communities during travel.
- 55% participate in community-led tourism.
- 32% have canceled trips over environmental concerns.
- 47% say climate change directly affects their travel planning.
- 39% cite climate anxiety as influencing their transportation choices.
What Types of Travel Experiences Does Gen Z Seek?
Experience is everything for Gen Z — especially when it’s authentic, immersive, and worth sharing.
- 50% prioritize unique experiences over goods.
- 38% look for meaningful cultural immersion.
- 66% are drawn to destinations seen in movies or shows.
- 40% are open to visiting lesser-known destinations to avoid crowds.
- 37% intentionally skip tourist traps.
- 44% want to visit places before they become commercialized.
- 63% prefer destinations that offer inclusive, culturally rich experiences.
Top “Townsizing” Destinations Among Gen Z
| Town/City | Country | Reason for Popularity |
|---|---|---|
| Asheville | USA | Artsy, nature-rich, slower pace |
| Ghent | Belgium | Compact, historic, bike-friendly |
| Tulum | Mexico | Eco-chic, wellness-focused |
| Canggu | Indonesia | Surf, remote work culture |
| Queenstown | New Zealand | Adventure, small-community vibe |
What Are Gen Z’s Concerns About Safety and Inclusion?
Safety and social values are non-negotiables for Gen Z — and they do their research before booking.
- 20% cite safety as their top destination criterion.
- 35% avoid destinations with poor human rights records.
- 63% prioritize inclusive and diverse locations.
- 64% value safety apps and digital safety tools during travel.
- 22% skip destinations with negative online reviews.
How Does Gen Z Use Tech While Traveling?
Gen Z is the first true digital-native travel generation — and they demand seamless experiences.
- 29% use travel apps daily while abroad.
- 67% choose public transport over taxis or rentals.
- 36% rely on AI-based tools for itinerary creation and budget planning.
How Much Do Gen Z Travelers Spend and How Often Do They Travel?
With a growing income and appetite for exploration, Gen Z invests heavily in travel experiences.
- On average, Gen Z takes 3 recreational trips per year.
- 63% made a travel-related purchase in the past 12 months.
- They spend approximately $11,766 annually on travel, outpacing other generations.
How Do Gen Z Travelers Balance Budget and Freedom?
Gen Z proves that you don’t need a luxury budget to travel well — just smart planning.
- 84% of Gen Z in the US already have a trip planned for the next 12 months.
- 68% consider themselves spontaneous travelers, even under budget constraints.
- They embrace the “soft saving” trend — combining financial responsibility with meaningful travel experiences.
Frequently Asked Questions (FAQ)
What motivates Gen Z to travel the most? Wellness, freedom, and cultural authenticity are key motivators for Gen Z travelers.
Is Gen Z concerned about sustainable travel? Yes. A majority are willing to pay more for eco-friendly stays and actively avoid destinations with poor environmental records.
How does Gen Z plan their trips? They heavily rely on social media, AI tools, and digital guides to create flexible, personalized itineraries.
What kind of accommodations does Gen Z prefer? They prioritize affordability, eco-friendliness, and strong Wi-Fi availability.
Do Gen Z travelers still value group travel? While some do, many are open to traveling solo, especially if it allows for a more personalized experience.
What digital tools does Gen Z use while traveling? They frequently use travel apps, social media platforms, and AI-based trip planners during their journeys.
How much do Gen Z travelers typically spend? On average, they spend over $11,000 annually on travel, often prioritizing experiences over luxury.
What is “townsizing” and why does Gen Z love it? “Townsizing” is the preference for traveling to smaller, charming towns instead of major cities — Gen Z finds these trips more relaxing and authentic.
Final Thoughts
Gen Z is not only traveling more but also smarter. This generation values personalization, ethics, and meaningful experiences over mass tourism. As their influence on the travel economy grows, adapting to their evolving preferences is not just smart—it’s essential.
Want to reach Gen Z travelers more effectively? Let the data guide your next campaign.
Sources
- TravelPerk – Gen Z Travel Statistics and Trends
- Atlys – Gen Z Travel Trends 2025
- Skyscanner – Gen Z Travel Statistics
- The Guardian – Gen Z Travel Embraces ‘Soft Saving’
- Daily Telegraph – Townsizing: New Rite of Passage for Aussie Travellers
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