As the travel landscape continues to evolve, one generation is emerging as the most influential voice shaping its future: Generation Z, also known as Gen Z.

Born between 1997 and 2012, Gen Z comprises a diverse range of travellers, from those just entering adulthood to those well into their professional careers. This generation is digitally fluent, values-driven, and intensely curious about the world. Unlike their predecessors, they aren't chasing luxury or ticking off bucket-list landmarks. They're chasing experiences, purpose, and authenticity.

Quick Summary

How Often and Why They Travel

• 63% of Gen Z made a travel-related purchase in the past 12 months.

• On average, Gen Z travellers take three leisure trips a year.

• 65% said they planned to spend more on leisure travel in 2024 than the year before.

• 76% reported that they’re more interested in travel now than in previous years.

Planning and Booking Behaviour

• Gen Z prefers direct online channels for booking flights and accommodation.

• Unlike assumptions about their online habits, 38% still use traditional travel agents.

• One-fifth of Gen Z travellers use artificial intelligence for personalised recommendations and itinerary planning.

• 45% plan to buy new clothing, shoes, or luggage in the month leading up to a trip.

Travel Priorities and Motivations

• Immersive cultural experiences are a top motivation for over 50% of Gen Z travellers.

• Nearly 75% planned to take a solo trip in 2024, highlighting a strong sense of independence and personal growth.

• Sightseeing and cultural immersion are favoured over nightlife. A study shows that Gen Z drinks significantly less than Millennials and prioritises meaningful engagement over partying.

• Beach and lake destinations are popular, with 31% choosing these for their next vacation.

Spending Power

• Gen Z travellers are not shy about spending on experiences. They spend an average of $11,766 annually on travel (average from 2021 to 2024), more than any other generation.

Who are Gen Z and Why Do They Matter in Travel?

Gen Z represents the first cohort of travellers raised entirely in the digital age. From their early teens, they’ve been immersed in a world shaped by smartphones, social media platforms, streaming services, and real-time global information. This constant exposure has not only made them technologically fluent but also hyper-aware of global issues and cultural dynamics. Unlike previous generations that often viewed travel as a luxury or leisure pursuit, Gen Z sees travel as an extension of their identity, values, and learning.

A Generation Shaped by Global Forces

Gen Z grew up amidst:

• The climate crisis which has led to an emphasis on sustainable and eco-conscious travel.

• The rise of the social justice movement, shaping their preference for ethical and inclusive travel practices.

• A global pandemic that disrupted traditional travel norms, making flexibility, health, and digital access non-negotiable.

• Rapid globalisation and access to online learning, sparking an interest in cultural exchange, local immersion, and community engagement.

They don’t travel simply to escape, but to connect, contribute, and discover.

Gen Z Travellers Are Different

Unlike Baby Boomers or even Millennials, Gen Z:

• Doesn’t just want to visit iconic landmarks; they want to discover hidden gems.

• Prefers to build an emotional connection with the places they travel to.

• Uses travel to pursue personal growth, mental wellness, and cultural curiosity.

According to the European Travel Commission, Gen Z travellers are more likely than any other generation to:

Explore lesser-known or offbeat destinations

They actively seek alternative routes, under-the-radar towns, and emerging destinations, places where they can avoid crowds and experience authenticity. Whether it's a rural village in Vietnam, a quiet beach in Albania, or a remote nature retreat in South America, Gen Z is pushing the boundaries of traditional tourism.

Incorporate technology into every stage of the travel journey

Gen Z travellers research, plan, book, and review their trips via mobile apps, social media, and AI-powered platforms. They expect real-time updates, digital boarding passes, contactless payments, and hyper-personalised recommendations.

• Many use AI tools to plan custom itineraries.

• Social platforms like TikTok, Instagram, and Pinterest have a significant influence on destination choices and travel ideas.

• Gen Z prefers brands with a strong digital footprint, user-generated content, and a seamless app experience.

Support local communities and businesses

There’s a clear preference for community-led tourism, fair trade travel experiences, and small local businesses. Rather than chain hotels or commercial tours, Gen Z favours:

• Homestays

• Family-run guesthouses

• Street food markets and local cuisine

• Experiences that involve cultural exchange, like volunteering, learning crafts, or attending local festivals

They’re not passive consumers, they're conscious contributors..

Become loyal, repeat visitors

Gen Z travellers often return to destinations that resonate with them emotionally. They value depth over breadth, choosing to revisit places where they’ve built relationships or found meaning. This behaviour creates long-term value for destinations, as repeat travellers often stay longer, explore deeper, and promote the location through organic content.

Their Growing Influence in the Travel Economy

• With the oldest Gen Zs now in their late 20s, many are transitioning into full-time careers and have disposable income to spend.

• They're beginning to influence family travel planning, and in many households, it’s Gen Z members who inspire, research, or even book family vacations.

• As their purchasing power grows, travel and tourism brands must pivot to meet their expectations or risk becoming obsolete.

How Gen Z Travels: Booking Behaviours, Preferences, and Patterns

As digital natives and spontaneous explorers, Gen Z travellers are reshaping the way the travel industry thinks about booking, loyalty, and convenience. Their behaviours reveal a generation that values flexibility, experiences, and tech-forward solutions, often breaking away from traditional norms followed by older travellers.

Let’s take a closer look at when, how, and where Gen Z books their trips:

1. Frequent Travel and Spontaneous Bookings

• Roughly 75% of Gen Z travellers took two or more trips in the past year, highlighting their eagerness to explore regularly despite economic uncertainties.

• Spontaneity is a defining trait. Nearly 20% of Gen Z travellers are comfortable booking trips less than a week in advance, including last-minute flights, weekend escapes, or quick getaways.

• This generation is highly responsive to flash deals, pop-up experiences, and trending destinations they see online, especially through short-form content platforms like TikTok or Instagram Reels.

• Travel is often unplanned until inspiration strikes. A video, a friend's post, or a well-timed email offer can trigger an instant decision to pack and go.

2. The Rise of ‘Bleisure’: Blending Work with Travel

• The boundary between work and leisure continues to blur. Many Gen Z professionals intentionally combine business trips with personal exploration, a trend commonly referred to as “bleisure” travel.

• With remote work increasingly normalised across industries, this generation is quick to add a few extra days to a work trip, turning a conference in Berlin into a week-long exploration of Germany or a meeting in Singapore into a mini Southeast Asian tour.

• This travel flexibility aligns with their desire for freedom, lifestyle balance, and immersive experiences, all while maintaining a connection to their professional responsibilities.

3. Mobile-First Bookers: Travel Planning in the Digital Age

• Gen Z is a mobile-first generation. Over 80 to 90% of them complete their travel bookings on smartphones using apps or mobile-optimised websites.

• Digital check-ins, contactless payments, QR codes for boarding, and in-app loyalty points are now expected. This generation wants speed, ease, and instant confirmation: no printing, no paper trails.

• More than 90% of users utilise social media to discover destinations, accommodations, and experiences. Influencer recommendations, reels, YouTube vlogs, and travel TikToks act as powerful trip-planning tools.

• They’re not browsing travel brochures, they’re saving Instagram posts, following destination hashtags, and bookmarking Airbnb stays directly through their phones.

4. Price-Conscious and Brand-Agnostic Travellers

• Loyalty to specific airlines, hotel chains, or booking platforms is no longer the norm. About 59% of Gen Z travellers are not enrolled in any travel loyalty program.

• Unlike older generations, who may stick to a frequent-flyer airline or hotel brand for points, Gen Z prioritises price and value over brand prestige.

• They will switch platforms or providers instantly if it means better rates, more unique stays, or immersive local experiences.

• Customisation, uniqueness, and sustainability often outweigh loyalty perks. Boutique stays, local guesthouses, or eco-resorts are preferred over generic hotel chains, unless the latter offer something truly distinctive.

What Does This Mean for Travel Brands and Platforms?

For Gen Z, travel planning is not a chore; it’s a creative, interactive, and mobile experience. This generation of travellers is different.

• They care more about real experiences and flexibility than following old-school travel rules.

• They love to travel often, but only if it's personalised, convenient, and honest—no hidden costs or boring routines.

• They're not afraid to step out of their comfort zone, whether it’s staying in a small hostel in a town they’ve never heard of or catching a flight to a remote island on their own.

Key Preferences & Motivations of Gen Z Travellers

As I mentioned earlier, Gen Z is redefining travel norms. Their choices are deeply influenced by affordability, values, digital influence, and a strong desire for immersive experiences. Here’s a deeper dive into what drives their travel decisions:

Affordability Meets Authenticity

1. Value Over Luxury
Gen Z doesn’t travel to chase luxury; they travel to feel connected. According to recent studies:

• Over 82% of Gen Z travellers prioritise affordable trips that offer authentic, memorable experiences.

• Rather than staying in five-star hotels, they prefer hostels, boutique homestays, eco-lodges, or local guesthouses that allow them to interact with the local community.

• Comfort is important, but uniqueness and meaning matter more than prestige.

2. Culturally Rich Experiences
Gen Z craves real, grounded travel that goes beyond sightseeing:

• Approximately 58% of Gen Z travellers choose culinary exploration as a key part of their journey, opting for local food tours, street food trails, or cooking classes.

• Roughly 74% prioritise cultural immersion, seeking opportunities like heritage walks, traditional art workshops, and local storytelling sessions.

• Activities that connect them to local life, not just Instagrammable spots, are what they remember and share.

Sustainability & Social Responsibility

1. Eco-Conscious Choices
Raised in a climate-conscious world, Gen Z considers the planet when planning their travel:

• Between 56% and 67% actively seek eco-friendly accommodations and sustainable destinations.

• Nearly 59% are willing to pay extra for services and stays that are environmentally responsible.

• 70% to 77% prefer staying at eco-lodges or choosing brands that clearly state and practice sustainable tourism principles.

2. Supporting Local and Giving Back
Gen Z doesn’t just want to be tourists; they want to make a difference.

• Almost 49% express a strong interest in volunteering or community-based travel programs.

• They choose destinations that contribute to the local economy, whether through handmade souvenirs, locally owned tours, or fair-trade experiences.

• For them, travel is an opportunity for meaningful connection and impact, not just escape.

Social Media & Influencer-Driven Inspiration

1. Discovery Happens Online
Social media isn’t just part of their life; it drives how Gen Z plans travel.

• Approximately 80% to 90% of users utilise platforms like Instagram, TikTok, and YouTube to research destinations, hotels, and experiences.

• Nearly 45% say TikTok is their primary source of travel inspiration, thanks to its short, dynamic, and real-time videos.

• Between 67% and 77% are more likely to choose a destination that has a strong social media presence, especially those that offer visual and relatable storytelling.

2. Rise of Influencer-Led Trips
Travel content creators aren’t just sources of information. Today, they’re trip leaders:

• Influencer-curated group trips are gaining popularity, especially among solo travellers or first-time international tourists.

• These trips offer readymade itineraries, a sense of community, and the chance to co-create content during the trip.

• Gen Z travellers value the opportunity to meet like-minded people, all while experiencing destinations in a fun, relaxed, and trustworthy format.

Adventure, Authenticity & ‘Townsizing’

1. Active and Immersive Adventures
Gen Z doesn’t like to sit still. They want their travel to challenge and engage them:

• Approximately 68% of Gen Z travellers are drawn to soft adventure travel, things like hiking, diving, zip-lining, or exploring national parks.

• Beyond thrill, these adventures are often seen as transformative experiences, helping them unplug from daily life and reconnect with themselves.

2. The ‘Townsizing’ Trend
Instead of heading to crowded tourist hotspots, Gen Z is turning to smaller, offbeat towns:

• About 67% prefer visiting charming villages, lesser-known countryside escapes, or emerging second cities.

• This choice aligns with their preference for authenticity, crowd-free experiences, and local connection.

• It also supports their sustainability goals, as these destinations often benefit more directly from tourism revenue and see less environmental strain.

Post-Pandemic Travel Trends Among Gen Z

The COVID-19 pandemic upended global travel, forcing people to reassess not just how they travel, but why. And for Gen Z, this pause became a moment of recalibration. Far from deterring their wanderlust, the pandemic shaped a more mindful, digital-first, and values-driven way of exploring the world.

When travel roared back to life, Gen Z started leading the charge, but on their own terms. Their travel patterns reflect a blend of caution, curiosity, sustainability, and a profound desire for genuine human connection.

Here’s how Gen Z is travelling in a post-pandemic world.

1. The Rise of “Revenge Travel,” Reimagined

While older generations embraced ‘revenge travel’, booking lavish vacations to make up for lost time, Gen Z redefined the trend. For them, it wasn’t about luxury or ticking off bucket-list countries. Instead:

• It became about experiencing freedom after lockdowns, often through solo travel, remote getaways, or reconnecting with nature.

• Flexibility and spontaneity took centre stage. Many Gen Z travellers now plan last-minute getaways or work from different cities for a few weeks.

• They started choosing longer, slower trips, prioritising depth over breadth.

According to a 2023 survey by Expedia, 65% of Gen Z travellers said the pandemic made them more likely to prioritise experiences over possessions.

2. Focus on Mental Health and Wellness Travel

The pandemic brought mental health to the forefront, and Gen Z responded by turning travel into a form of self-care.

• Wellness retreats, forest therapy, silent getaways, and digital detox experiences have seen a surge in popularity.

• Even in city breaks, Gen Z now seeks wellness add-ons, such as yoga studios, healthy cafes, access to nature, or creative workshops.

• Travel is often used as a tool for healing, a way to deal with burnout, anxiety, or emotional fatigue.

Searches for “solo wellness retreats for beginners” and “healing trips for young adults” have increased significantly post-2021, according to Google Trends.

3. Digital Nomadism: Work, Study, and Travel

Gen Z has embraced the idea that life doesn’t have to be location-bound. Remote work, online education, and freelance gigs allow them to merge productivity with exploration.

• Study-abroad programs, gap years, or remote internships are more attractive now.

• Gen Z digital nomads are often found in cities like Lisbon, Bali, Bangkok, Medellín, and Tbilisi - places with co-working spaces, a vibrant social scene, and a low cost of living.

• There's also a rise in ‘slowmads’ - Gen Z travellers who stay 1–3 months in a place to truly immerse themselves.

According to a 2024 report by WYSE Travel Confederation, nearly 39% of Gen Z respondents said they plan to work remotely while travelling at some point in the next two years.

4. Sustainable and Ethical Travel is Non-Negotiable

The pandemic deepened Gen Z's concerns about climate change and global inequality. As a result:

• They’re more conscious of their carbon footprint, choosing trains over flights when possible, offsetting emissions, or visiting closer destinations.

• Eco-stays, ethical tourism, and zero-waste travel practices are major decision-making factors.

• Voluntourism, conservation trips, and supporting local businesses are now deeply ingrained in their travel values.

A 2023 Booking.com report found that 79% of Gen Z travellers prefer accommodations that implement sustainable practices, from water conservation to banning single-use plastics.

5. Domestic and “Micro” Travel

Lockdowns and border closures introduced Gen Z to their own backyards. And then continued the trend even after the lockdown.

• Gen Z now seeks offbeat locations within their own countries — small towns, remote villages, and hidden cultural gems.

• They prefer short-haul trips with low planning requirements and maximum flexibility.

• Nature-based escapes, such as camping, trekking, or weekend road trips, are common, especially when shared with close friends.

In the US, Gen Z road trips saw a 71% increase post-pandemic (2022–24), according to Skift Research.

6. Safety, Hygiene, and Flexibility Still Matter

The trauma of lockdowns hasn’t completely disappeared, and Gen Z are more conscious while making choices.

• Gen Z continues to value flexible cancellation policies, comprehensive travel insurance, and transparent health protocols.

• They’re less willing to book with providers that aren’t transparent about refunds, cleanliness, or safety practices.

• Travel providers that offer upfront communication and supportive customer service have earned their loyalty.

7. Solo and Group Travel in Balance

Post-pandemic, Gen Z shows a dual trend. While solo travel is still in vogue, people also prefer to join group trips, where they can socialise while travelling and bond with like-minded people. Sometimes it’s a difficult choice - solo vs. group trips - but it seems that Gen Z wants the option of both solitude and connection.

• Solo travel is booming — for self-discovery, independence, and freedom.

• But community group trips are also on the rise, especially those designed for digital communities (e.g., influencer-led tours, themed getaways, wellness collectives).

Gen Z Travellers Are More Eager Than Ever to Venture Abroad

While older generations may still prioritise domestic escapes for convenience or cost, Gen Z is looking beyond borders, showing a clear preference for international adventures.

But why is this young cohort so drawn to foreign shores? The answer lies in a combination of digital influence, identity exploration, value-based decision-making, and a redefined sense of freedom following the pandemic.

1. Gen Z Prefers Global Exploration Over Local Retreats

According to a 2024 StudentUniverse survey, nearly 79% of Gen Z travellers said they would prefer to travel internationally over domestically if cost weren’t a factor. Even with budget limitations, this generation is finding creative ways to fund their global escapades through flexible remote work, part-time freelancing, travel scholarships, or working holidays.

This trend is backed by booking data. In 2023, Expedia reported that Gen Z travellers booked international flights 32% more than domestic ones — a much higher proportion than Millennials or Gen X.

2. The Digital World Has Shaped a Global Mindset

Raised on the internet, Gen Z has grown up in a borderless digital landscape. They follow creators from Kenya, learn slang from Korea, and stream shows from Spain. This constant exposure to global cultures has ignited a natural curiosity.

• TikTok and Instagram Reels are flooded with content from international destinations, whether it’s cherry blossom season in Kyoto or vintage shopping in Berlin.

• Platforms like YouTube and Reddit offer raw, real-time insights into what it’s like to live or travel in another country.

For Gen Z, the world doesn’t feel as big or unreachable as it once did; it feels like something they’re already a part of.

3. Travel Is a Rite of Passage, Not Just a Vacation

While earlier generations may have viewed international trips as occasional indulgences, Gen Z sees them as life milestones, a way to understand their identity and grow as individuals.

Many pursue:

• Gap years abroad after school or university.

• Study-abroad programs and international internships.

• Volunteering and cultural exchange in developing regions.

• Ancestral travel, tracing roots in countries their families once left behind.

These aren’t just holidays. They’re stories of transformation. Gen Z wants their travels to change them, and that often means leaving the familiar behind.

4. Authenticity Over Convenience

A core Gen Z trait is their desire for authenticity. Domestic travel can sometimes feel too “familiar” or curated. Instead, they seek:

• Cultural immersion like staying with locals, eating traditional food, and participating in festivals.

• Language learning, even if it’s just a few words.

• Experiences that push their comfort zones.

A domestic weekend getaway rarely delivers the same intensity or variety as an international trip, and Gen Z thrives on discovery, novelty, and contrast.

5. International Travel = Higher Social Currency

Let’s be honest, social media is part of the equation. For many young travellers, sharing their global experiences on platforms like TikTok, Instagram, or YouTube helps build identity, credibility, and online presence.

• A road trip to the next city might not be a standout!

• But solo backpacking in Vietnam or a two-month stint in Portugal? That generates content and conversations.

In a world where social storytelling is a powerful form of self-expression, international travel provides a wealth of narrative fuel.

6. Gen Z Is Willing to Work and Save to Go Abroad

Despite often being seen as budget-conscious or “financially struggling,” Gen Z is willing to spend, as long as the value aligns.

• According to a 2023 Travelport report, Gen Z travellers prioritise experiential value over price.

• 60% are willing to delay gratification, and they are saving over several months to afford a meaningful international trip.

• Many engage in side hustles or freelancing with the specific goal of funding travel.

To them, international experiences aren’t luxuries, they’re investments.

7. A Desire for Global Citizenship

Gen Z grew up during turbulent times, marked by climate change, global inequality, political movements, and a pandemic that affected every continent. These shared experiences have shaped a generation that views itself as global citizens, not just national residents.

• They want to understand different worldviews.

• They care about cross-cultural exchange and impact.

• They view international travel as a means of education, fostering empathy, and promoting activism.

According to a 2023 UNWTO Youth Travel Insight, Gen Z is the most likely generation to choose destinations based on social justice values, such as Indigenous rights, LGBTQ+ safety, and environmental policies.

8. Affordability and Access Have Improved

Travel barriers have lowered significantly in the past decade:

• Budget airlines and low-cost carriers have expanded global routes.

• Visa policies have been relaxed or digitised in many regions, and companies like Atlys are making visa applications seamless.

• Travel deals on student-focused platforms (like StudentUniverse, or Skyscanner) help Gen Z access the world affordably.

Gen Z knows how to hunt for deals. They use apps, track fare alerts, and book at off-peak times to make international travel feasible, often outpacing older travellers in tech-savviness.

Where Gen Z Stays: Evolving Accommodation Preferences of the New-Age Traveller

While their predecessors often chose comfort or familiarity, Gen Z travellers are driven by authenticity, affordability, aesthetics, and values.

For this generation, accommodation isn’t just a place to sleep, it’s a key part of the travel experience, often doubling as a content backdrop, cultural gateway, or community space.

1. Affordability Meets Experience: Value Over Luxury

Gen Z prioritises value for money over traditional notions of luxury. A well-reviewed eco-hostel or a locally owned guesthouse can often outdo a four-star hotel.

• According to a 2024 StudentUniverse survey, 82% of Gen Z travellers prefer budget accommodations as long as they offer authentic, immersive experiences.

• They’re more likely to spend on experiences (food tours, local excursions) than splurge on a room they only use to sleep.

Platforms like Hostelworld and Booking.com’s budget stays are popular choices due to filters for style, location, and community ratings.

2. Rise of Hostels, Co-Living, and Boutique Stays

Gone are the days when hostels were seen as bare-bones or backpacker-only. Today’s hostels and co-living spaces are aesthetic, Instagrammable, and community-oriented, and Gen Z loves them.

• A 2023 Hostelworld report found that hostel bookings by travellers aged 18–24 increased by 35% post-pandemic, with a clear preference for design-led, social accommodations.

• Co-living spaces, such as Madpackers, Zostel, and GoStops, which combine workspaces, events, and communal living, are especially popular among Gen Z digital nomads and solo travellers.

They’re drawn to:

• Community events, such as cooking nights or walking tours.

• Creative, minimalist design with local touches.

• Common spaces where they can meet fellow travellers and create content.

3. Airbnb and Homestays: Living Like a Local

Gen Z travellers prefer to "live like locals" and platforms like Airbnb and Couchsurfing cater to that desire.

• 67% of Gen Z respondents in a 2023 Expedia survey said they prefer home-style accommodations for longer stays, especially when travelling solo or in small groups.
  

• They look for:

  • Kitchens to cook and save money.

  • Local hosts who offer insider tips.

  • Neighbourhood experiences over tourist zones.

Airbnb’s data also shows that Gen Z guests are more likely to:

• Book in offbeat neighbourhoods rather than city centres.

• Filter by unique stays — treehouses, vans, cabins, and more.

4. Eco-Conscious and Ethical Stays

Sustainability matters deeply to Gen Z, they care where their money goes. This generation actively seeks out eco-lodges, green hotels, and accommodations with visible sustainability credentials.

• A 2023 Booking.com Sustainable Travel Report revealed:

  • 77% of Gen Z travellers prefer staying at eco-friendly properties.

  • 59% are willing to pay more for accommodations that prioritise environmental and social sustainability.

  • Transparency matters. They look for recycling policies, renewable energy use, and local community involvement.

Hotels and stays that greenwash (make false sustainability claims) are quickly called out online, so authenticity and traceability are key.

5. Tech-Enabled, Aesthetic, and Shareable

Gen Z is the most digitally fluent travel segment. Their accommodation choices are influenced by:

• Design: Clean aesthetics, mood lighting, artistic decor.

• Wi-Fi quality: Not just for work, but for uploading videos and going live.

• Contactless check-ins, mobile keys, and app-based communication with staff.

They also look for “Instagrammable” features, like rooftop cafés, murals, hanging hammocks, or vintage bathtubs.

In fact, a 2022 Snapchat-Expedia study found:

• Over 70% of Gen Z travellers pick accommodations based on how photogenic or unique they are.

A well-designed, camera-friendly room is often a deal-breaker.

6. Social First: Community and Experiences Matter

For Gen Z, solo travel doesn’t mean isolating. They crave community-based lodging that allows them to meet people, join group events, and share stories.

• Hostels that offer yoga classes, language exchanges, or even pub crawls are attractive to them.

• Properties with “social ratings” (like Hostelworld’s vibe score) are often prioritised over just comfort ratings.

• Influencer-led travel groups or co-living properties where guests connect through shared passions (photography, wellness, writing) are gaining traction.

Gen Z is changing the rules of the hospitality game. Their accommodation choices reflect a shift from comfort to character, from luxury to local, and from isolation to community. They're not just looking for a bed, they're looking for a soulful story connected to where they stay.

Gen Z vs Millennials: Similarities and Differences in Travel Styles

Although Gen Z and Millennials are close in age, their approach to travel differs significantly. Both groups are changing the way we think about vacations by blending work, relaxation, and wellness. However, what they expect from a trip and how they define concepts like "value" or "self-care" can be quite different.

1. Mixing Work and Play, But With Different Goals

Both Millennials and Gen Z enjoy turning work trips into short vacations, a concept known as "bleisure" travel, which is becoming increasingly common.

Millennials are more likely to extend their business trips just to relax or enjoy luxury experiences like spas and fine dining. In fact, 43% of them say they’ve done this.

Gen Z, on the other hand, is more focused on wellness. Around 34% of Gen Z employees say they’d like to be able to expense items such as yoga or fitness classes during their work trips.

While Millennials use travel to unwind, Gen Z uses it to feel recharged and maintain their physical and mental health and balance.

2. Travel as Self-Care

For both generations, travel isn’t just about seeing new places. It’s also about taking care of themselves.

In a recent survey, 21% of people aged 25 to 34 (mostly Millennials) said that business travel actually helped improve their mental health.

At the same time, Gen Z is starting to expect wellness features to be included in their stays. They look for amenities such as meditation rooms, gym access, or opportunities to unplug from their devices.

This indicates that for both groups, travel is now viewed as a means to support emotional well-being, rather than just a break from routine.

3. How They Like to Relax

Gen Z and Millennials both love taking time off, but their idea of a relaxing trip can look different.

About 71% of Gen Z and Millennial travellers say they prefer booking holidays at private beaches or quiet places where they can relax without big crowds.

Millennials typically opt for indulgent stays, favouring luxurious resorts or spa retreats. Around 36% say they prioritise pampering themselves on trips.

Gen Z travellers are more likely to choose meaningful experiences like wellness retreats, nature walks, or cultural workshops instead of focusing on luxury.

4. Wellness Is a Top Priority

Although they travel differently, both groups care a lot about health and self-care.

A combined 61% of Gen Z and Millennials now plan trips that focus on wellness. This could mean a yoga retreat, a peaceful getaway in nature, or simply taking time to relax and reset.

This demonstrates that wellness travel is no longer just a trend. It’s become an essential part of how younger generations experience the world.

Similar Goals, Different Paths

Millennials often travel for comfort, relaxation, and a touch of luxury. Gen Z prefers to travel with intention. They want meaningful experiences that help them feel healthy and grounded.

Still, both generations are shaping the future of travel. They are advocating for flexible options, wellness-focused destinations, and trips that offer more than just entertainment.

For travel brands, the message is clear: wellness is no longer optional. It's what today’s travellers are looking for, whether they’re in their twenties or thirties.

Top Destinations Among Gen Z Travellers

1. Japan (Especially Tokyo & Kyoto)

• Tokyo ranks as the most recommended city for Gen Z travellers, earning a travel score of 8.44/10, with over 65.5 million Instagram posts and 2.2 million TikTok videos featuring it.

• Gen Z bookings to Japan surged by over 1,300% between 2019 and 2023, making it the fastest-growing destination among younger travellers, according to Conde Nast.

• Kyoto offers traditional charm, from bamboo groves to golden temples, aligned with Gen Z's search for cultural depth.

2. Portugal (Lisbon, Porto & Coastal Gems like Paros)

• Lisbon's affordability, colourful streets, and thriving food and art scenes make it a Gen Z favourite, according to Reddit.

• Porto and Paros in Greece are gaining traction for their unique charm and accessibility among younger travellers, as revealed by The Travel Tinker.

• Porto is also identified as a “destination dupe”, a lesser-known gem favoured by Gen Z for its authenticity.

3. Southeast Asia: Thailand, Bali & Emerging Destinations

• Bali, Indonesia, remains a core destination for Gen Z, known for its wellness retreats, lush jungle landscapes, and budget-friendly experiences.

• Ko Samui, Thailand, is trending for its beaches and pop-culture appeal (e.g. featuring in The White Lotus).

• Bangkok sits high in Gen Z travel lists due to its affordability, street markets, and rich cultural environment, with over 30.9 million Instagram posts and 1.3 million on TikTok.

4. Europe’s Hidden Gems for “Townsizing” & Culture

• Brittany, France, has been included on Booking.com’s top global cities list for summer 2025 due to its coastal trails, rich culture, and Mediterranean vibe.

• Greek islands, such as Rhodes, are gaining popularity for combining historic settings with affordable beach culture, as reported by Newsweek.

5. Nature, Adventure & Emerging Locales

• Reykjavík, Iceland, draws Gen Z with Northern Lights, glaciers, and eco-focus.

• Queenstown, New Zealand, offers high-adrenaline adventure and cinematic scenery, especially popular in 2025 trends.

• Costa Rica and Patagonia continue to attract eco-conscious Gen Z travellers seeking biodiversity and wild adventures, according to Stories From Hilton.

• Emerging favourites include Indonesia, Scotland, Morocco, Tbilisi (Georgia), Salento (Colombia), and Pai (Thailand)- places prized for their visual stunningness and cultural richness.

6. Latin America & Digital Nomad Hubs

• Mexico City is a key destination for Gen Z due to its vibrant food scene, arts, and cultural life, also popular among Millennial travellers.

• São Paulo, Brazil, and Andes-adjacent escapes like Franschhoek (South Africa), as well as festival-driven cities like Brisbane (Australia) and Koh Samui, reflect Gen Z’s love for diverse urban experiences and a mix of nature and adventure.

What Makes These Destinations So Popular Among Gen Z Travellers?

As Gen Z becomes a dominant force in global travel, certain destinations are rising in popularity not just for their beauty but because they align closely with Gen Z’s values and lifestyle. Here’s what makes these spots particularly appealing:

1. Cultural and Visual Appeal

Gen Z gravitates toward destinations that are both culturally rich and visually captivating, places that offer experiences worth sharing and stories worth telling. Cities like Tokyo, Lisbon, and Seoul offer a vibrant blend of heritage and modernity, making them perfect for TikTok reels and Instagram photo posts. From neon-lit cityscapes to centuries-old temples, these destinations provide the kind of content that fuels Gen Z’s digital storytelling.

2. Affordability Without Compromise

Unlike older generations who might prioritise luxury, Gen Z seeks value-driven travel. That means budget-friendly destinations like Poland, Vietnam, or Bali are in high demand. These locations offer rich cultural experiences, great food, and scenic beauty, all without breaking the bank. Affordable boutique stays, hostels, and public transportation make these countries easy and cost-effective to explore.

3. Authenticity and Local Immersion

Gen Z prefers immersive travel over tourist checklists. They want to experience daily life in a destination where they can cook with locals, explore street food markets, or participate in indigenous art or music workshops. Countries like Mexico, Indonesia, and Morocco offer genuine, on-the-ground interactions that this generation values.

4. Sustainability and Mindful Travel

Eco-consciousness plays a significant role in the travel decisions of Gen Z. Destinations that focus on environmental stewardship, like Costa Rica, New Zealand, or Slovenia, appeal to travellers looking to minimise their footprint. Wellness-focused travel is also on the rise, with many Gen Zers opting for destinations that offer nature retreats, yoga escapes, and detox getaways as part of their journey.

5. Digital Infrastructure and Nomad Culture

Countries like Portugal, Thailand, and Georgia are seeing a surge in Gen Z travellers due to strong digital infrastructure and growing communities of digital nomads. With remote work or gap years becoming more common, these destinations offer not only a beautiful setting but also coworking spaces, reliable internet, and vibrant expat scenes.

A Generation on the Move, Redefining the Future of Travel

Gen Z isn’t just travelling more, but they’re travelling differently. They’re turning away from traditional itineraries and toward experiences that are deeply personal, socially conscious, and visually compelling. Whether it's blending work with leisure, booking a last-minute flight to a lesser-known village, or choosing a yoga retreat over a five-star resort, Gen Z travellers are making bold, intentional choices that reflect their values.

This generation is shaping the travel industry from the ground up, demanding authenticity, prioritising sustainability, and utilising social platforms not just to inspire, but to influence. Their decisions are driven not by status or brand loyalty, but by meaning, connection, and a desire to live fully, even on a budget.

As they step into airports with passports in one hand and smartphones in the other, Gen Z is quietly revolutionising how we explore the world. For the travel industry, the message is clear: adapt or be left behind. For everyone else, their journey is a reminder that the future of travel is not just about where we go, but how, and why we get there.