Gen Z Travel Trends 2025: Complete Guide to Understanding Young Travelers

Generation Z is revolutionizing how we think about travel. Born between 1997 and 2012, this digitally-native generation approaches vacations differently than any cohort before them. They’re swapping luxury hotels for authentic experiences, using artificial intelligence to plan itineraries, and prioritizing sustainability over convenience.

Understanding these shifts isn’t just interesting—it’s essential for travel businesses, marketers, and anyone working in the tourism industry. With Gen Z’s spending power projected to grow by 48% by decade’s end, this demographic represents the future of travel.

This comprehensive guide examines the key statistics, emerging patterns, and behavioral insights that define how Gen Z travels in 2025.

Budget-Conscious Travel: Stretching Every Dollar

Smart Spending Takes Priority

Gen Z has mastered the art of traveling more while spending less. Growing up during economic uncertainty has shaped their approach to vacation planning, making value optimization a core principle rather than a compromise.

Half of Gen Z travelers worldwide plan to select budget accommodations for summer 2025 trips, allowing them to allocate more resources toward experiences. This stands in contrast to only 40% across all age groups who make the same choice.

The numbers tell a compelling story about frequency versus extravagance. Gen Z takes approximately three leisure trips annually, demonstrating that regular travel remains a priority despite financial constraints. Over a quarter of UK Gen Z travelers plan both domestic and international trips, showing their commitment to diverse experiences.

Technology as a Money-Saving Tool

Digital platforms have become essential weapons in the Gen Z traveler’s arsenal. Sixty-two percent use apps and digital platforms to find better deals, treating price comparison as second nature. They time bookings strategically, monitor fluctuations, and pounce on flash sales with impressive agility.

Credit card rewards have emerged as a significant funding mechanism. Sixty-one percent of Millennials and Gen Z use their credit card to maximize travel rewards, compared to just 36% of Gen X and Baby Boomers. This savvy approach to point accumulation reflects a generation comfortable navigating complex loyalty programs and optimizing financial systems to their advantage.

Some Gen Z travelers still rely on family support, with 46% depending on parental assistance to pad their travel budget. This reflects both the economic challenges facing young workers and the multi-generational nature of modern travel planning.

Planning Paradox: Stress Meets Spontaneity

The Anxiety of Endless Options

Despite their technological fluency, Gen Z faces significant stress when planning trips. Ninety-three percent say overthinking can prevent them from booking travel, revealing how analysis paralysis affects even the most connected generation.

Visa requirements create particular frustration, with 76% of Gen Z in Britain finding visa requirements stressful. The fear of making wrong choices also looms large—91% fear choosing the wrong destination, which can stop them from finalizing plans altogether.

Budget concerns weigh heavily on decision-making. Fifty-seven percent cite budget constraints as their top travel concern, compared to 38% of Millennials and just 22% of Gen X. This heightened financial awareness stems from entering the workforce during economically turbulent times.

Spontaneity Varies by Region

Interestingly, spontaneity levels differ significantly across countries. While 66% of Gen Z in the UK describe themselves as decisive when planning trips, only 14% consider themselves spontaneous. This contrasts sharply with 38% of Australian youngsters who describe themselves as spontaneous.

However, actions sometimes contradict self-perception. Almost one-third of Gen Z Brits managed to go on more holidays than they initially planned in 2024, higher than the 21% of Millennials who did the same. Nearly 20% of Gen Z travelers are comfortable booking trips less than a week in advance, including last-minute flights and weekend escapes.

AI-Powered Planning: The Digital Native Advantage

Embracing Artificial Intelligence

Gen Z didn’t just notice the AI revolution—they welcomed it enthusiastically. This generation views artificial intelligence as a natural travel planning companion, using it to simplify research, generate itineraries, and discover destinations aligned with their preferences.

In the UK, just 27% of people feel confident using AI to help plan and book travel, but this rises to 38% for Gen Z. Globally, confidence levels are even higher, with 51% trusting AI-generated travel itineraries.

Perhaps most tellingly, 20% of Gen Z travelers have already used AI travel tools without realizing it, indicating how seamlessly this technology has integrated into their planning process.

Mobile-First Research and Booking

Smartphones serve as the primary portal for travel planning. Over 80% of Gen Z globally use smartphones to research and book trips, making mobile optimization absolutely essential for travel businesses hoping to capture this market.

Fifty-one percent favor online travel agents and direct online channels over traditional travel agents, with only 38% of Gen Z travelers globally using traditional travel agents. This digital preference reflects comfort with self-service platforms and desire for immediate information access.

Social Media Influence: From TikTok to Takeoff

Visual Inspiration Drives Destination Choice

Social media has fundamentally transformed how Gen Z discovers and researches destinations. Social media is the most popular source of travel inspiration for Gen Z in the UK at 57%, far surpassing podcasts (11%) and film/TV (35%).

TikTok has emerged as a particularly powerful platform. Some studies have found TikTok is the primary source of travel inspiration for 60% of Gen Z, with 40% booking trips based on TikTok content alone. The platform’s short-form video format perfectly matches Gen Z’s consumption preferences and attention patterns.

Influencer Trust and Engagement

Travel influencers wield considerable sway over Gen Z decisions. Most Gen Z travelers globally—88%—follow at least one travel influencer on the platform, and 45% trust influencer recommendations. This trust translates into real booking behavior and destination selection.

Creating shareable content remains important for many young travelers. Forty-six percent of this generation post their travels on social media, and 43% prioritize trips that look good on Instagram. However, this trend may be shifting, as some experts note Gen Z is moving away from purely Instagram-driven travel toward more authentic experiences.

Despite digital dominance, in-person interaction retains value. Forty-five percent of UK Gen Z travelers get into the summer holiday mood by talking about plans with friends, showing that technology complements rather than replaces human connection.

Experience Economy: Prioritizing Memories Over Materials

Cultural Immersion and Adventure

Gen Z consistently chooses experiences over possessions when allocating their travel budget. Globally, 65% cite seeing the world as the most important way to spend their money, reflecting values that prioritize personal growth and cultural understanding.

Food has emerged as a primary motivator. A global survey conducted by Skyscanner found food to be the most important factor (62%) for Gen Z when picking a holiday destination—higher than weather (54%) and shopping (41%). This culinary focus reflects interest in authentic local culture and memorable sensory experiences.

Cultural activities rank high on Gen Z itineraries. When traveling in 2025, 26% were planning to attend a gig or concert, and 25% intended to visit an immersive art exhibition—both higher than Millennials at only 20% for either activity.

Adventure travel appeals strongly to this generation. A 2025 report found that 68% of Gen Z travelers prefer adventure-based vacations, such as hiking, scuba diving, and cultural immersion experiences. These active pursuits align with their desire for transformative, Instagram-worthy moments that also challenge them personally.

Social Connection Through Travel

Meeting new people serves as a significant travel motivator. Over a quarter of Gen Z in the UK (27%) are motivated to travel by a desire to meet new people, reflecting how travel serves social needs beyond simply sightseeing.

Priceline’s 2025 travel trends report shows that Gen Z is 74% more likely than the average traveler to have researched the best destinations for meeting new people, indicating a deliberate “flocking” trend toward in-person connections.

Wellness-Focused Travel: Mind, Body, and Soul

Mental Health Benefits Drive Bookings

Gen Z has redefined vacation purposes, positioning travel as essential self-care rather than mere leisure. Ninety-three percent of Gen Z say travel improves their mental wellbeing, with 90% returning from a trip feeling less anxious and more positive than when they left.

The psychological benefits extend beyond immediate mood improvements. Eighty-one percent feel holidays help build resilience and leave them better equipped to handle daily stresses, viewing travel as an investment in long-term mental health.

Wellness Activities Take Center Stage

Seventy-three percent plan trips specifically for wellness benefits like relaxation or self-care activities, showing this isn’t accidental but intentional travel planning. Half of Gen Z choose hotels based on wellness offerings, like yoga classes or having a gym or spa, on work trips.

Nature-based activities feature prominently in Gen Z itineraries. Compared to other age groups, they’re more likely to plan outdoor activities on holiday—32% plan hiking, 28% wildlife spotting, and 32% water sports such as wild swimming.

Sober Travel Emerges

A significant shift in travel behavior involves reduced alcohol consumption. Gen Z drinks significantly less alcohol than Millennials on holiday, preferring sightseeing to pub crawls. This reflects broader generational trends toward health-conscious choices and mindful consumption.

Globally, they’re more likely to keep up with health and wellness routines (39%) than overindulge when on holiday (24%), showing discipline that previous generations might have suspended during vacations.

Sustainable and Conscious Travel Choices

Environmental Responsibility Matters

Sustainability isn’t just marketing jargon for Gen Z—it’s a genuine priority influencing booking decisions. The majority (56%) prefer to support companies that are environmentally responsible, even if it costs more.

This commitment extends to accommodation choices. Out of all generations, Gen Z globally is more likely to actively seek hotels with strong environmental credentials, with 56% preferring to stay in eco-friendly accommodations.

Avoiding Overtourism

Gen Z demonstrates heightened awareness of tourism’s impact on local communities. In the UK, 76% are open to choosing a less well-known destination versus an overly popular one, and 51% have actively planned to visit a quieter, less crowded destination due to concerns about crowding.

Often themselves victims of a housing crisis at home, Gen Z travelers are aware of overtourism’s impact on locals and the pressure this puts on housing and infrastructure. This empathy translates into deliberate choices to support smaller, less-visited destinations.

The “townsizing” trend exemplifies this shift. About 67% prefer visiting charming villages, lesser-known countryside escapes, or emerging second cities, supporting local economies while avoiding the environmental strain of mass tourism destinations.

Key Destinations and Future Outlook

Where Gen Z Travels

Certain destinations have emerged as Gen Z favorites, often driven by social media visibility, affordability, and authentic cultural experiences. Popular choices include Bali for its budget-friendly options and digital nomad community, Lisbon for sustainability focus and remote work infrastructure, and various lesser-known locations featured in viral content.

Industry Implications

The travel industry must adapt to Gen Z preferences or risk irrelevance. This means investing in mobile optimization, creating shareable experiences, offering flexible booking options, highlighting sustainability credentials, and maintaining authentic brand voices across social platforms.

As this generation’s spending power increases, their influence will only grow. Seventy-four percent of global respondents plan on taking 1-3 domestic trips in 2025, and 59% plan on taking 1-3 international trips, indicating robust travel demand despite economic pressures.

A Generation Redefining Travel

Gen Z has fundamentally reimagined what travel means and how it’s accomplished. They’ve proven that budget consciousness and meaningful experiences aren’t mutually exclusive, that technology can enhance rather than replace authentic connection, and that sustainability can be a priority even for young travelers with limited resources.

This generation values moments over monuments, nature over noise, and purpose over prestige. Their approach to travel—characterized by digital fluency, environmental awareness, and experience prioritization—signals the future direction of the entire tourism industry.

Travel businesses that understand and adapt to these preferences will thrive. Those that don’t will struggle to reach the generation that will define travel for decades to come.

Photo by Eliott Reyna

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