Born between 1997 – 2012, Gen Z is the digitally savvy, sustainability-conscious, adventure-hungry generation. They’re not just looking for a place to stay, they want to experience the world, and 73% of them are more interested in travel than they used to be. So, here’s what they want when they travel. 

1. Technology (and not just in the hotel room)

Gen Z has grown up in the digital age, and they expect their travels to be as high-tech as their phone. Gone are the days when you had to rummage through a guidebook or ask the front desk for recommendations. This generation wants instant access to information, bookings, and experiences, all at their fingertips.

According to a recent report from Skift, Social media are their personal travel agents now with platforms like Instagram (21%), TikTok (17%), YouTube (17%), and Snapchat (10%) being the top choices for Gen Z to plan trips and experiences. So if you want to impress, make sure your hotel has Wi-Fi faster than a TikTok meme going viral.

2. Experiences over Insta-photos

While they may post all their adventures to Instagram, it’s not about the likes for Gen Z. They crave experiences that are meaningful and off the beaten path. Whether it’s exploring a hidden gem in nature or diving into local culture, this generation isn’t just ticking off tourist spots from a list.

In fact, the memories they make are the top priority of Gen Z compared to all over age groups, according to recent research. The same research shared that seeking a connection with people and culture ranked the highest reasons for Gen Z travellers to make memories. 

3. Meaningful sustainability

Forget carbon footprints, to Gen Z sustainability is more than just a buzzword, it’s a core value when they travel. STR, Hotel Management published a report that showed that 56% of Gen Z believe choosing an environmentally-friendly travel option is important, ranking them the highest compared to Millennials (51%), Gen X (49%), and Baby Boomers (46%). 

Whether it’s supporting eco-friendly businesses or choosing accommodations that follow social and environmental standards, this generation is eco-conscious and ready to put their money where their values are. 56% of Gen Zers would prefer green or eco-friendly accommodation, and 73% would consider OTAs (online travel agents) with sustainable travel options. 

4. Solo support

Gen Z has an appetite for travel, and they are quite happy to do it alone if it means they can take their average of 3+ leisure trips per year. 75% of Gen Z-ers planned a solo trip in 2024, and with the most average spend among the generations this is the perfect opportunity for the industry to capitalise on.

Destinations need to ensure they have solo-friendly activities, excursions, and rates, as well as make safety a top priority in order to attract this segment. As Gen Z shares its solo trip plans for next year, it looks like solo travelling is the trend that Gen Z are taking into 2025.

Also read: Rise of the Me-Mooners: Why is solo travel gaining momentum?

5. Flexibility and spontaneity

Gen Z might be digitally native, but they’re also spontaneous creatures. Forget rigid travel schedules, they’re into last-minute bookings and flexible travel plans. Whether it’s booking a last-minute flight or extending their trip for a bit of adventure, flexibility is key.

This generation values having the freedom to change their plans on a whim. If your travel destination offers a variety of activities that can be easily swapped out or added last minute, you’re on the right track.

Bonus: Budget-friendly options

Despite being happy to spend on trips, 35% of Gen Zers are willing to stay in 3-star (and below) accommodation to prioritise their budget. When it comes to booking a destination, value for money comes out as a deciding factor ahead of affordable flights. So prioritising affordable experiences will be key for destinations to leverage this generation.

Also read: Millennials: Understanding the travellers of today and tomorrow