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How Gen Z Is Changing the Travel Industry — and Where They Plan to Go in 2024

Gen Z’s growing share in the travel market continues to impact the way it operates, in many ways for the better.

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Maybe it is shared climate anxiety or distrust in corporate America, but Gen Z is not waiting to see the world. They’re taking it by storm right now, and they are traveling in a way that is far different from other generations. 

In fact, more than half of Gen Z adults are already considered frequent travelers. “Millennials paved the way and created this sort of idea that travel is a right, not a privilege," says travel analyst Lindsey Roeschke , adding that Gen Z has built upon this mindset, continuing to prioritize travel above more traditional paths. While other generations are more likely to wait until they have a certain level of income before spending on trips, 61% of Gen Z travelers earn less than $50,000 annually, according to a study by Bankrate .

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Gen Z is famously skeptical, and many are hesitant to trust the long-term promises that come with traditional careers. “Jobs and job security are not promised to any of us,” says travel influencer Raimee Iacofono . With travel more accessible than ever before, many Gen-Zers prefer to start their journeys as soon as they can. 

Gen Z travelers have different priorities than older generations. 

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While cost has traditionally steered decisions for first-time travelers, many of today's young explorers are booking based on their values. Gen Z is more likely to research how companies treat employees as well as their approach to sustainability, and these considerations impact their purchasing decisions. 

“You can’t earn brownie points with Gen Z,” says Roeschke. When it comes to the companies they support, Gen Z travelers view ethical practices as the bare minimum. 

On Southeast Asia travel, travel influencer Kayli King says: “People are becoming more conscious and you would have conversations about the exploitation of animals.” Travelers speak more openly about how they can support more ethical businesses, and Gen Z travelers are also more likely to point out which businesses still need to earn their approval. 

Beyond this, this generation is more likely to prioritize adventure, mental health benefits, and cultural experiences. This attitude makes them more likely to visit places they have never been before and travel for longer periods of time. Part of this is age-specific rather than generation-specific, but it solidifies travel as an outlet for these young adults to connect with nature, different cultures, and themselves. 

Where is Gen Z traveling next? 

According to travel app Hopper , Gen Z and Millennial travelers checked prices to destinations in Asia 50% more often in 2023 than they did pre-COVID. Kiwi Report and tour company Contiki also listed Thailand as one of the most popular destinations for Gen Z travelers in 2023. Thailand is a typical starting point for travelers embarking on a Southeast Asia tour, and it has been blowing up on social media alongside Vietnam, the Philippines, and other Southeast Asian destinations. 

Southeast Asia ticks all the typical Gen Z boxes. First of all, it is far less expensive than other popular destinations. As Kayli says, “The caliber of nature and landscape and the different things you can see for the price is honestly unbeatable.” 

There are also several notable, “Instagrammable” rites of passage, including the Ha Giang Loop, Koh Phangan’s full moon party, and the Komodo Tour. 

While Southeast Asia’s value and beauty have famously made it popular for young travelers and backpackers, it is also the culture shock that appeals to Gen Z. “Southeast Asia is a place that alters your brain chemistry," Raimee says.

Gen Z’s growing share in the travel market continues to impact the way it operates, in many ways for the better. It forces us to recognize our privilege as travelers, reevaluate the institutions we support, and enjoy travel for travel’s sake.

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30+ Gen Z travel statistics and trends [2024 update]

What is generation z.

• Return and add more value to destinations over time
• Discover new travel destinations
• Incorporate technology such as apps into their trips
• Gain personal cultural benefits and contribute to the local communities that they visit

Gen Z: the next generation of travelers

• Gen Z are frequent travelers, making an average of three leisure trips every year.
• 60% of Gen Zers planned to travel by air in 2023.
• 42% of Gen Zers travel to spend time with family or friends. 
• 49% of Gen Zers plan getaways to relax. 
• Sightseeing is the top reason to travel for 70% of Gen Zers, while experiencing a new local culture is important for 68%. 
• 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.
• 73% of Gen Zers are “vacation deprived”, which means they work too much and have too little time off.
• Culinary experiences are important to Gen Z, with 47% saying they have planned an entire trip around visiting a specific restaurant.
• 29% of Gen Zers were inspired to travel to a destination in 2023 by TikTok. 
• 70% of Gen Z travelers actively look for travel experiences off the beaten path that their family and friends have not heard of.
• 24% of Gen Z travelers were looking to spend less on their trips in 2023 than in 2022, citing economic concerns.
• In 2023, 43% of Gen Z vacationers wanted a beachside trip, while 32% were inclined towards a staycation.
• Only 8% of Gen Z travelers are willing to go into debt when making plans for leisure travel.
• 35% of Gen Zers finalize their travel plans less than one month before departure.
• Almost half of Gen Zers expect their parents to financially contribute to their travel costs. 
• When traveling to a foreign destination, clubs and parties are the main attraction for only 21% of Gen Zers. 
• Gen Z travelers have a preference for using Online Travel Agents (OTAs) to make travel plans. 

Accommodation: Gen Z prioritizes safety over cost

• Gen Z is more likely to stay in bed and breakfasts or vacation rentals than Gen X and Baby Boomers. 
• When it comes to booking accommodation, factors such as safety and security are more important than cost to Gen Zers. 
• Similarly, Gen Zers are more concerned with accommodation providers that offer unique experiences and have positive reviews over quality.

Gen Z travel in a post-pandemic world

• 79% of Gen Zers planned to travel more—or the same amount—in 2023.
• 30% of Gen Zers were more excited about travel in 2023 than they were before the pandemic.
• 87% of Gen Z travelers are more willing to pay extra for travel protections (such as travel insurance or refundable booking options) compared to other generations.

A new generation of values-based travel behavior

• Over half of Gen Z travelers would pay more for a travel company with an environmentally friendly ethos and practices. 
• 6 out of 10 Gen Z travelers look for more environmentally friendly transportation once they arrive at their destination. 
• 26% of Gen Zers want to connect with their cultural heritage when they travel. 
• Sustainability is key, with over half of Gen Zers (56%) preferring to stay in green or eco-friendly accommodations. 

Gen Z vs Millennials: Key differences and similarities

• With self-care in mind, 61% of Gen Z and Millennial travelers are prioritizing making travel plans that focus on personal wellness that provide well-being experiences.
• Millennials are more likely to book accommodation at a resort.
• Millennial and Gen Z employees are more likely to travel for work over the next year. 
• A higher percentage of Millennials blend work trips with personal leisure plans Gen Z. 
• 41% of Millennials prioritize cost when making travel plans.

Understanding Gen Z is key for the future of travel

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The 2024 world’s most exciting destinations for Gen Z travellers, according to study

Omio, the leading booking platform for trains, buses, and flights, has released a ranking of the most exciting cities for Generation Z in 2024. The list is based on a comprehensive study of 100 cities in 40 countries worldwide, considering criteria, requirements, and interests that are particularly important to the young generation of travellers.

What does a city have to have in order to win the hearts of Gen-Zers? Well, diversity and equal rights are at the top of the list. The 16 to 27-year olds of generation Z value all locations where they can live their lives under their true identity and without prejudice.

These are the top most in-demand attractions in the world

Gen z on vacation: diversity, technology, and entertainment.

Generation Z prefers travel destinations that promote diversity and equality, with high acceptance for LGBTQ+ and gender equality. They demand fast mobile internet connections, digital payment options, and environmentally friendly, affordable public transportation.

Culinary diversity is essential to young foodies, especially vegetarian and vegan options. Live concerts and e-sports events are much more popular than museums and monuments. Thus, top concerts by favourite artists and bands or unique gaming experiences become ideal reasons for a city trip.

These are the top 10 Most Exciting Travel Destinations for Generation Z in 2024, based on ten relevant criteria analysed.

Seoul owns everything Gen Z loves

Seoul in South Korea is the ultimate travel destination for Generation Z. The city entices with K-Pop, affordable prices, and a lively gaming scene. In Seoul, Gen Z experiences high-speed internet, widespread mobile payment options, and a rich culinary diversity with at least 181 vegetarian or vegan top food spots. The city excels in innovation and zeitgeist, making it the best choice for the current desires of young travellers.

Europe's Leader for Gen Z Travellers: London

London is considered the ultimate travel destination for Generation Z in Europe. The city offers thrilling live concerts, trendy culinary hotspots, and some of the largest gaming events in the world – including EGX London and the London Games Festival. Mobile and contactless payment with smartphones are uncomplicated and widespread in London, whether for bubble tea or subway tickets.

Dubai is the TikTok Favorite

With over 74 billion views, no city is as popular on TikTok as Dubai in the United Arab Emirates. The city is the favourite on the social network for Generation Z, leaving dream cities of older generations like New York City (39 billion views) or Paris (44 billion views) far behind.

Queers are Safe in Copenhagen, Vancouver, Geneva, and Lisbon

For queer travellers, safety, acceptance, and freedom are essential. Young queers have fewer worries in countries like Denmark, Canada, Switzerland , or Portugal. Cities like Copenhagen, Vancouver, Geneva, and Lisbon are among the safer cities for LGBTQ+ individuals, with trendy gay and queer neighbourhoods for partying and meeting like-minded people.

Los Angeles, London, Berlin: Gaming Hubs

Gaming is indispensable for Generation Z. In a highly connected world of multiplayer online games, e-sports events provide the opportunity to play favourite games live and with others. Los Angeles is the top destination for e-sports fans with at least 18 major tournaments. In Europe, London and Berlin are the hotspots for gamers, with about 14 events in London and about 11 major events in Berlin, including League of Legends Championships and Dota 2 Major Tournaments. Here, gamers can indulge in their passion for games and share it with the community.

The full ranking with 100 cities worldwide and all results can be found here .

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The Ultimate Gen Z Travel Bucket List: 15 Places To Explore Before You Turn 25

Posted: April 20, 2024 | Last updated: April 20, 2024

Traveling is not just about visiting new places; it’s about immersing yourself in different cultures, exploring diverse landscapes, and creating lifelong memories. For Gen Z, the world is their playground, and there’s no shortage of incredible destinations waiting to be discovered.

Whether you’re seeking adventure, relaxation, or cultural enrichment, this ultimate travel bucket list has something for every Gen Z traveler. From iconic landmarks to off-the-beaten-path gems, these 15 destinations are a must-visit for any young adventurer looking to broaden their horizons and make the most of their travels before turning 25.

Kyoto, Japan

Explore the ancient city of Kyoto to immerse yourself in Japan’s rich history and culture. Kyoto offers a glimpse into Japan’s storied past and is home to stunning temples, traditional tea houses, and picturesque bamboo forests. Don’t miss the opportunity to witness the breathtaking beauty of the cherry blossoms in spring or the vibrant fall foliage in autumn.

Reykjavik, Iceland

Embark on an otherworldly adventure in Reykjavik, the capital city of Iceland. From soaking in geothermal hot springs to witnessing the awe-inspiring Northern Lights, Reykjavik is a paradise for nature lovers and outdoor enthusiasts. Explore the rugged landscapes of the Golden Circle, marvel at cascading waterfalls, and discover the unique charm of this Nordic wonderland.

Marrakech, Morocco

Lose yourself in Marrakech’s busy souks and vibrant street markets, a city steeped in history and tradition. Explore the labyrinthine alleyways of the medina, marvel at the architectural wonders of the Bahia Palace, and indulge in the exotic flavors of Moroccan cuisine. From sipping mint tea in a riad courtyard to watching the sunset over the Atlas Mountains, Marrakech is a sensory feast for the soul.

Santorini, Greece

Experience the magic of Santorini, a picturesque island paradise known for its whitewashed buildings, azure blue sea, and breathtaking sunsets. Explore the charming villages of Oia and Fira, wander through vineyards and olive groves, and relax on pristine beaches. Whether savoring local delicacies at seaside tavernas or sailing around the island on a catamaran, Santorini offers an unforgettable Mediterranean escape.

Banff National Park, Canada

Discover the untamed beauty of Banff National Park, a UNESCO World Heritage Site nestled in the heart of the Canadian Rockies. From hiking through alpine meadows to kayaking on crystal-clear lakes, Banff offers endless opportunities for outdoor adventure. Marvel at towering mountain peaks, shimmering glaciers, and turquoise glacial lakes as you explore this pristine wilderness.

New Orleans, Louisiana, USA

Immerse yourself in the vibrant culture and music of New Orleans, the birthplace of jazz and home to legendary Mardi Gras celebrations. Explore the historic French Quarter, sample Creole and Cajun cuisine, and dance the night away to live music on Bourbon Street. From indulging in beignets and chicory coffee to taking a steamboat cruise on the Mississippi River, New Orleans is a city that knows how to “laissez les bon temps rouler” (let the good times roll).

Bali, Indonesia

Embark on a tropical escape to Bali, an island paradise known for its lush landscapes, ancient temples, and vibrant culture. Relax on pristine beaches, surf world-class waves, and explore verdant rice terraces. Discover the spiritual heart of Bali at sacred temples like Uluwatu and Tanah Lot, and indulge in wellness experiences like yoga retreats and traditional Balinese massages.

Dubrovnik, Croatia

Step back in time as you wander through the medieval streets of Dubrovnik, a UNESCO World Heritage Site known as the “Pearl of the Adriatic.” Explore the ancient city walls, stroll along marble-paved streets, and marvel at historic landmarks like the Rector’s Palace and St. Lawrence Fortress. Don’t miss the chance to take a boat trip to the nearby Elafiti Islands or kayak along the rugged coastline for breathtaking views of the Adriatic Sea.

Machu Picchu, Peru

Embark on the adventure of a lifetime with a trek to Machu Picchu, the ancient Inca citadel nestled high in the Andes Mountains of Peru. Follow in the footsteps of the Incas as you hike the legendary Inca Trail or opt for the scenic train journey to Aguas Calientes. Marvel at the architectural wonders of Machu Picchu, explore the Sacred Valley, and immerse yourself in Peru’s rich cultural heritage.

Seoul, South Korea

Dive into the dynamic culture and vibrant energy of Seoul, the bustling capital city of South Korea. Explore traditional markets like Namdaemun and Dongdaemun, stroll through historic palaces like Gyeongbokgung and Changdeokgung, and indulge in mouthwatering street food like kimchi pancakes and tteokbokki. From shopping in trendy neighborhoods like Gangnam to relaxing in traditional jjimjilbang spas, Seoul offers a perfect blend of tradition and modernity.

Buenos Aires, Argentina

Experience the passion and romance of Buenos Aires, the cosmopolitan capital of Argentina, known for its tango music, historic architecture, and vibrant street life. Explore the colorful neighborhoods of La Boca and San Telmo, stroll along the iconic Avenida 9 de Julio, and indulge in succulent Argentine steaks and malbec wines. Whether dancing the night away at a milonga or taking in a tango show, Buenos Aires captivates the senses.

Queenstown, New Zealand

Embark on an adrenaline-fueled adventure in Queenstown, the adventure capital of New Zealand. From bungee jumping and skydiving to jet boating and whitewater rafting, Queenstown offers endless opportunities for thrill-seekers. Explore the breathtaking landscapes of Fiordland National Park, take a scenic cruise on Milford Sound, and soak in the stunning beauty of Lake Wakatipu and the Remarkables mountain range.

Prague, Czech Republic

Step into a fairy tale in Prague, the enchanting capital city of the Czech Republic known for its stunning architecture, cobbled streets, and romantic atmosphere. Explore the historic Prague Castle, stroll across the iconic Charles Bridge, and wander through the charming alleys of Old Town Square. Indulge in hearty Czech cuisine like goulash and dumplings, and wash it down with a pint of the world-famous Czech beer.

Rio de Janeiro, Brazil

Experience the vibrant culture and natural beauty of Rio de Janeiro, the iconic coastal city known for its stunning beaches, lively samba music, and breathtaking scenery. Relax on the golden sands of Copacabana and Ipanema beaches, hike to the summit of Sugarloaf Mountain for panoramic views of the city, and marvel at the iconic Christ the Redeemer statue overlooking Rio’s skyline. Whether you’re sipping caipirinhas at a beachside kiosk or dancing the night away at a samba club, Rio de Janeiro is a city that exudes joy and excitement.

Petra, Jordan

Journey to the ancient city of Petra, a UNESCO World Heritage Site and one of the World’s New Seven Wonders. Explore the breathtaking archaeological site carved into the rose-red cliffs of the Jordanian desert and marvel at iconic landmarks like the Treasury, the Monastery, and the Royal Tombs. Whether hiking through narrow canyons or riding a camel through the desert, Petra offers a once-in-a-lifetime adventure that will leave you in awe of its beauty and history.

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Where Gen Z likes to travel and stay

Gen Z is ready to venture beyond U.S. borders. In 2020, more than two in five traveled abroad, which was the highest share of all generations according to Phocuswright’s latest travel research report on this next iteration of young travelers Gen Z Travelers: A Breed of Their Own . The top destinations? Canada, Mexico and the Caribbean. But they were also more likely than other generations to travel to farther-flung regions like Asia or South America.

Big cities remained the most popular destination type among Gen Z. Compared to all other generations, these young travelers were more likely to visit big cities (38%) and theme park destinations (23%), which typically cater to bigger crowds.

In terms of accommodations, 51% of Gen Z travelers who plan to take a 2021 leisure trip anticipate booking a hotel while 27% expect to book a short-term rental. This follows 2020 behavior data that showed 36% of Gen Z staying in a hotel compared to 30% in short-term rentals.

Understanding Gen Z’s unique spend patterns, planning preferences, travel interests and trip types allows companies to adapt their approach to this audience accordingly. Download the full report to understand these traits, and more about the next iteration of young travelers, who are products of a unique environment with distinct preferences and behaviors. The full report delves into Gen Z traveler patterns, inclinations, including how they plan their trips, where they go, and their attitudes towards pandemic-era travel.

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Gen Z Are Starting to Travel—And Instagram and YouTube Determine Where They Go

By Allie Jones

Experts differ on the exact confines of America’s newest generation, Gen Z, but for the purposes of this article, let’s say that it includes anyone born after the year 1995. That means that Gen Z’s oldest members are now in their late teens and early twenties—the time of life when, if you’re lucky, you get to start traveling on your own.

Like many of her peers, 18-year-old influencer Kayla Kosuga has documented her early travels on social media. Kosuga, a recent high-school graduate, has 550,000 subscribers on YouTube , where she’s posted videos about her “morning routine,” her boyfriend, “being grounded,” and other relatable aspects of teen life for the last two years. Last year, she recorded a vlog during a family trip to Washington, D.C.—the classic boring educational vacation. But this year, she informed her followers she was striking out on her own in a video titled “TRAVELING WITHOUT MY PARENTS FOR THE FIRST TIME.” (She went to Beautycon, an influencer conference, in New York City .) Later, she traveled to Bali with her boyfriend and documented the trip on YouTube and Instagram , where she has 162,000 followers.

According to Jonah Stillman, a 20-year-old expert on his generation, this documentation is a crucial part of how Gen Z travels, whether they have hundreds of thousands of followers or not. “We really are the first native generation to a world with iPhones, smart tablets, smart watches, all these different things,” he says. Stillman runs the consultancy GenZGuru with his father, David Stillman, a Gen Xer, and they advise companies like the NFL and Deloitte on how to reach young consumers. “Social media plays into, not only travel, but almost every aspect of life” for Gen Z, Stillman says. “Gen Z pretty much goes through every decision they make, every activity they do, every trip they take, with the lens of: how can I create a permanent moment using social media? Whether that be taking an Instagram photo, or creating a travel blog, or posting day to day updates on my Snapchat story.”

Riley Taylor, a 20-year-old photographer who often shoots Gen Z travel influencers at music festivals like Coachella and popular European destinations like Venice, confirmed that social media is one of the first things he thinks about when booking a trip. He typically works with models like Eva Gutowski , 24, an influencer who parlayed teen YouTube stardom into a travel-influencing career, creating glowy, dreamlike images that, he says, are extremely popular with his peers. “One of the things I love about social media is that you can kind of see the places that other people have been to and curate the way that you would want to visit these places and what you want to do,” he says. “I often use the saved section of Instagram and will save a bunch of inspiration photos for a certain place that I want to go to. That kind of helps me figure out where I want to go and what I want to do there and make sure that I take photos of.”

Taylor said that Instagram is currently the most influential platform among his peers, followed closely by YouTube. There are thousands of travel influencers on these platforms who make a living visiting far-flung destinations, often at the behest of hotel, airline, and fashion brands, he adds. And many of them are just barely out of school, like Taylor’s friend Gutowski, who has 6.8 million followers on Instagram and recently posted photos from Tokyo , New York City, Death Valley, and Disneyland . (Disneyland remains a very popular Gen Z destination, perhaps because the park encourages visitors to take as many photos as possible.)

According to Stillman, influencers like Gutowski have essentially replaced old-school travel agents and formalized review sites for Gen Z travelers. “What we have seen specifically with travel, picking travel destinations is pretty much the end of the era of experts as we know it,” he says. “We're not going to big travel agencies or companies to get recommendations of where we are going. It's really peer-to-peer reviews, and you see that in almost all aspects.”

Taylor concurs. Usually he picks places to travel “by word of mouth, or if I see somebody I trust and look up to on social media [who has] been there, then that would definitely be a deciding factor,” he says. He adds that social media influencers have been his primary motivation when it comes to planning trips for himself—and its clear that Instagram and YouTube have made travel feel more accessible than ever before to Taylor and his peers. “From a young age, I really did want to travel and I was always so scared and didn't think that it would actually happen," he says. "But from watching so many people on Instagram and YouTube and different social media platforms go to these places and see that it's not a big deal, I was kind of able to get over my traveling fears and start traveling.”

And like many of his peers, Taylor has been savvy about getting certain trips paid for. Brands like the fashion company Revolve have invited him to Coachella to take photos of other influencers, who in turn promote the festival to the general public. (Taylor himself has 128,000 followers on Instagram .) Stillman says that music festivals are a common first trip for his peers to take away from their parents. “I think that Gen Z has really brought back what maybe the traditionalists remember in their age of Woodstock—we have our modern-day versions,” he says. “You see on social media that Gen Zers flock to these different events, whether it be Lollapalooza, Coachella, Country Fest, all these different things, because it's the best of both worlds. You're vacationing, you're with friends, you're in a very unique environment.”

Overall, Stillman says that Gen Z travelers are price-conscious and more likely to spend money on travel and experiences than pretty much anything else. “Growing up in the midst of the 2009 recession and seeing the downfall of their parents' money” contributes to this mindset, he says. “We are very price-conscious shoppers. Oftentimes, when you buy a premium item, or something nice, it creates buyers' remorse. However, when you see my trip, or you buy a festival ticket or concert ticket, whatever it may be, you very rarely have remorse about a great experience with friends. You also get to create that memory on social media.”

And that “memory” gets shared with many others, providing them a glimpse into influencers' lives and allowing them to build up the confidence for their own first trips. When Kosuga posted “Traveling Without My Parents For the First Time” on YouTube, she was sharing the ups and downs of navigating everything from Beautycon to Times Square (fan encounters included). The travelogue garnered over 300,000 views—and is one of her best-performing videos to date.

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Why travel is important to Generation Z

Nov 26, 2020 • 6 min read

Gabby Beckford's work with the Young Travelers Network has given her unique insight into why travel is so important to Generation Z © Courtesy of Gabby Beckford

Move over, millennials, there’s a new generation on the block. On track to be the largest, most well-educated generation yet, Generation Z is quickly moving toward adulthood. Born loosely between 1995 and 2010, many Gen Zers are barely old enough to vote, while others are finishing college and entering careers. But as the generation faces current and looming global catastrophes like the COVID-19 pandemic, climate change and historic income inequality, Gen Z has come of age looking toward an uncertain future.

As the founder and operator of the Young Travelers Network Facebook group and blog series, I’ve spoken intimately to this up-and-coming generation about how the world is changing them while also preparing them to change the world. Here’s why travel is so important to this generation.

I am the founder and operator of the Young Travelers Network (YTN) Facebook group and blog series, which bolsters the voices of and provides community for young travelers. We have 19-year-olds who have skipped college to become Arctic photographers, as well as chronic backpackers who hostel hop all over the world. I speak directly to this up-and-coming generation – particularly in what ways the world is changing them, while also preparing them to change the world. Here’s why travel is so important to this generation.

New experiences over traditional expectations

The first truly digitally native generation, Generation Z was born in the midst of the information age. With the internet at their fingertips from their earliest memories, members of the Gen Z cohort have a strong appetite for personal choice – and sometimes that means subverting traditional expectations.

“Growing up in Nebraska, I hadn’t met many avid travelers,” says Rachel Taylor, now a 24-year-old service coordinator. “My first ever trip abroad was to South Korea and Vietnam at 16 after graduating high school early.”

In the following two years, she traveled to South Korea, and Peru while getting her college degree. But when it came time to job search, she just couldn’t settle down.

“Graduating from college at 19, I couldn’t bring myself to start a job with two weeks of vacation per year. So I went to Spain and Portugal, and ultimately I found a job as an au pair in Turkey, and continue on traveling.”

Empathy, diversity and inclusion

According to my recently published 2020 Gen Z Travel Report , more than 70.8% of Gen Z travelers found diversity and inclusion to be moderately to extremely important to them in areas like race, age, gender, body-type, religion, etc. Many refuse to think in black and white, and instead prefer to celebrate all shades of people and cultures.

Sarah Krieger, who currently works as a nanny, says exploring the world and meeting new people has given her a better understanding of other life experiences and circumstances.

“I recognize it is important to acknowledge every individual’s unique experience and how they are affected by the world around them,” the 25-year-old says. “I am conscious to take a step back and think about how others’ life situations affect their experiences and external interactions.”

“It is my job to continuously work to expand my bubble of awareness to incorporate everyone, everywhere,” she adds.

They know before they go

“My family will book a trip that has everything included, even if it is more expensive, just for the sake of simplicity,” says Poppy Higgins a 21-year-old student from England.

While Baby Boomers tend to find the seemingly infinite number of booking sites and travel options overwhelming – Gen Z travelers find it exciting. Their digital literacy means they tend to be skeptical of information found on the internet.

Gez Z travelers prefer to do a little more digging to find a truly good deal than accept the more obvious option. Instead of defaulting to a locations most popular hotel or tour package, Poppy says travel has taught her the joys of scrolling through different options like Airbnb or Couchsurfing.

 “I’ve learned that there is always another option,” she says. “I’ve been able to apply this to my everyday life, using critical thinking to look for alternatives... I no longer accept things at face value and in that way, travel has made me a better Gen Z.”

Awareness of racial and ethnic issues

Twenty-year-old student Christina Presmy believes that traveling as a Gen Z-er has given her a different perspective on her home country, the United States.

“Out of all the countries I have visited, I have yet to experience anyone being rude to me when I tried to speak their native language and couldn’t. I wish I could say Americans were the same,” she says.

For any age of traveler, seeing the world can give you a new view of the place you called home for so long. The things you once considered inevitable, no longer seem acceptable. 

The Gen Z traveler thinks: “We don’t have to do things this way.”

By traveling we see alternative ways of life – and seeing these alternatives at such a young age like many Gen Z travelers, can have a profound effect. This new generation has taken hold of the spirit of activism and equality like many young generations do, and in 2020, Sarah feels these vocal critiques are more needed than ever.

“Travel [has shown] me how ‘in my face’ these racial and ethnic issues are in my own home country.” she says. “As I continue to explore the world around me and immerse myself into various cultures, I become more vocal about the need for Americans to change and become more accepting of other cultures and people that vary from their own.”

The importance of giving back

A survey of Gen Zers by Booking.com found that more than half of respondents believe the environmental impact traveling has on destinations is a major factor in choosing where to go. And that sentiment extends throughout their travel plans.

“Even with domestic travel, I can think more consciously about my actions to see how the travel industry impacts communities that rely on it,” says Khadijah Williams, a 21-year-old student from Missouri .

On a trip to Rocheport, Missouri, Khadijah visited a 7th-generation business that relied on the local tourism economy. And she saw what a fragile ecosystem that was in the face of events like COVID-19.

“I want to know how my actions and economic resources can help communities that I will travel to while being more conscious of the social-economic aspects of the industry,” she says.

Khadijah is careful to point out that she’s not just doing it for herself.

“My personal growth will lay a foundation to become aware of my impact on the world and those who I share this planet with to make a change for the next generation.”

Whether it's making their positions known in elections, fighting for policy reform in climate activism, Gen Z will change the world. And through travel, young people will carry that message around the globe. 

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This article was first published October 2020 and updated November 2020

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Exploring Gen Z and Millennial Travel Habits – New Skift Research

Varsha Arora, Skift

January 12th, 2024 at 7:57 AM EST

Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences.

What are the preferences and behaviors of Millennials and Gen Z travelers across the United States, the United Kingdom, and Germany?

Skift Research’s latest report, “ Exploring Gen Z and Millennial Travel ,” offers analysis of these groups’ journey logistics, destination experiences, loyalty considerations, and more.

We found key differences between young travelers from the U.S. and Europe. Those from the UK and Germany leaned towards more adventurous travel behavior and were open to enjoying more vacation days. Half of U.S. Millennials exhibited a penchant for domestic travel, with a strong preference for exploring the diverse landscapes within the country. Higher international travel rates were seen in the UK and Germany.

Economic factors, including airfare costs and international tariffs, may play a role in influencing Gen Z’s inclination towards domestic travel.

The report underscores the influence of digital platforms on travel decisions, with 57% of individuals relying on social media channels for travel planning. Instagram, YouTube, and Facebook are primary platforms for travel inspiration, indicating a shift towards online and visual mediums. Gen Z displays a clear preference for TikTok and Snapchat.

There is a clear inclination towards direct booking. Millennials and Gen Z prefer direct online channels for flight bookings, with Gen Z showing a higher reliance on Online Travel Agencies (OTAs).

There is also a tendency toward last-minute bookings and short-term and flexible travel planning.

Hotels remain the dominant choice for accommodation, with boutique hotels and vacation rentals gaining popularity. Vacation rentals are more favored by Gen Z compared to Millennials.

Destination experiences highlight varying transportation preferences and in-destination activities. Millennials and Gen Z express a significant interest in wellness activities. The survey indicates a shared interest in prioritizing and seeking out tourism operators adhering to social and environmental standards, underlining a preference for sustainable travel practices among these generations.

Loyalty considerations reveal a higher inclination of Millennials towards airline loyalty programs compared to Gen Z. Both generations use loyalty points to reduce travel expenses. Hotel loyalty program participation shows a narrower divide between the two generations, with a consistent pattern of active engagement.

Technology and work dynamics showcase a higher frequency of digital tools usage among Millennials, reflecting variations in reliance on these tools for travel planning and during travels. The data highlights a significant trend of blended travel, with a higher percentage of Millennials extending their recent business trips for leisure compared to Gen Z.

Societal and economic factors indicate a positive outlook for the travel industry, with respondents anticipating an increase in total travel spending over the next 12 months. Millennials exhibit slightly higher optimism towards increased travel spending. Concerns about climate change, tourism’s impact on local communities, and the balance between travel and work responsibilities underscore the growing significance of social and environmental considerations in travel decisions.

What You’ll Learn From This Report

• Travel Preferences and Motivations
• Journey Logistics
• Experiencing the Destination
• Loyalty and Financial Considerations
• Technology and Work Dynamics
• Societal and Economic Factors

This is the latest in a series of reports and data products that Skift Research puts out to help you analyze the biggest trends in the travel industry. Tap into the opinions and insights of our seasoned network of staffers and contributors. More than 200 hours of desk research, data collection, and/or analysis goes into each report.

By subscribing to Skift Research, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. You will also be able to access our proprietary Skift Travel Health Index, Skift Travel Company Tracker, Hotel Tech Benchmark, and data from our regular traveler surveys.

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Tags: accommodations , adventure travel , AI in travel , blended travel , booking trends , culinary travel , economic view , flight bookings , hotel loyalty , skift research , travel logistic , traveler behavior

Nightlife and warm weather aren't driving Gen Z's desire to travel. Here are the 5 things that are.

• Booking.com determined Gen Z travel trends by surveying 32,300 people across 32 countries.
• Data showed that nightlife and entertainment aren't major factors influencing Gen Z's travel plans.
• Good eats, safety, and fair prices all ranked higher. 

Nightlife and warm weather are a huge draw for some vacationers — unless you're a member of Gen Z.

It's no secret that elder Zoomers have a serious case of wanderlust, with a 2023 Business Insider survey showing that 43% believed travel is a more important goal than "advancing their education." Travel also ranked about above "being creatively fulfilled" and "becoming debt-free." Things like entertainment and nightlife, on the other hand, aren't driving their urge to travel.

Related stories

Data shared by Booking.com , a travel company, shed light on the major factors Gen Z considers when choosing a travel destination. The survey, conducted from January 2024 to February 2024, drew from 32,300 people across 32 countries.

Gen Z ranked good food and natural scenery as the top deciding factors when choosing a vacation spot

According to Booking.com, the top three factors influencing Gen Z's travel destinations are delicious local food, good value for their money, and enchanting natural scenery. Shopping and safety followed afterward.

The data noted that neither warm weather nor nightlife and entertainment were ranked in the top 10.

Although warm vacation spots like Florida and Hawaii always draw tourists, winter travel is still popular. Tripadvisor's 2023 Winter Travel Index found that 68% of Gen Z respondents planned to travel that winter.

Regarding nightlife and entertainment, efforts to save money following inflation could play a role. Gen Z also tends to consume alcohol less than previous generations .

As for Gen Z's motivation for traveling, data showed relaxation and exploring places they've never been to as chief factors.

Gen Z is getting most of their travel inspiration from social media

Nearly two-thirds of the survey's Gen Z respondents — or 59% — told Booking.com they find travel inspiration from social media. It's the highest of any generation surveyed.

It's not surprising Gen Z looks toward social media for travel ideas, given how popular that type of content is online. The "travel" hashtag has 42.6 million posts on TikTok, while Instagram showed 732 million posts.

Social media has become a travel tool where content creators show off local hidden gems, share day-in-the-life vlogs and give advice to their followers.

Although travel allows people to unwind, it's also helping Gen Z feel more confident. Data showed that 72% of Zoomers felt "like the best version of themselves" while traveling.

Watch: Gen Z is receptive to health information, especially in the social channels where they live, says Haleon's CMO

• Main content

Top 10 Gen Z travel destinations

Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly

With the new generation of travellers starting to make their travel plans for 2023, where are the best global destinations for them to explore? 

The travel experts at Airport Parking Reservations analysed a series of gen-z factors such as safety ratings, Instagram hashtags, TikTok views, hostel costs, attractions and more to reveal the world’s top destinations for Gen Z travel.

The best destination in the world for Gen Z travel is London, UK, with a Gen Z travel score of 7.79 out of 10. London is the most picturesque city on this list, with a whopping 158 million Instagram hashtags, and over 42 billion views on TikTok. London has likewise seen over 200,000 Google searches in the last year.

The second best destination in the world for Gen Z travel is Barcelona, Spain with a score of 7.26. Barcelona has a decent safety rating of 49.02, 174 restaurants per 100,000 people, and 85 attractions per 100,000 people.

The third best destination in the world for Gen Z travel is Dubai, UAE with a score of 7.10. Dubai has seen the largest proportion of TikTok views by far, with an impressive 92 billion. Dubai has also raked in over 123 million hashtags on Instagram.

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10 Gen Z Travel Destinations

Young, adventurous, with an appreciation for culture, and very independent, generation Z has big travel plans for 2022. These young travelers prefer solo travel over traveling with friends and appreciate great culture in affordable destinations rather than luxury resorts. Thus, these 10 Gen Z travel destinations will feature in every social media travel story.

Rail Transport Is The Eco-Friendly Way To Travel. Th is article is written to educate about Train Travel by Save A Train,  The Cheapest Train Tickets Website In The World .

1. gen z travel destinations: mount etna sicily.

Europe’s tallest volcano is a thrilling travel destination, especially for the extreme-loving Gen Z Mount Etna is an active volcano in Catania, a gorgeous off-the-beaten-track city on the Italian island. The best time to hike Mount Etna in Sicily is during the shoulder season, May to Mid-September.

Ski mountaineering excursions, and hiking up to the views of the impressive crater in summer are a couple of activity ideas. Thus Gen Z travelers put Mount Etna high up on their 2022 travel list.

2. Gen Z Travel Destinations: London

Offering great activities and places to visit for solo travelers , London ranks high in the 10 Gen Z travel destinations. One of the most visited cities in Europe, London boasts a fantastic atmosphere. Furthermore, the neighborhood’s pub is just around the corner to get acquainted with the locals and trendy boutiques across the street. It is not surprising that  London is loved by all who visit.

In addition, the local pub can also be a fantastic place for the bright young Gen Z minds to make connections, create strong business opportunities, and most likely was the place where London’s top startups came to be from a mere idea into some of the leading startups worldwide .

Amsterdam To London Trains

Paris to London Trains

Berlin to London Trains

Brussels to London Trains

3. 10 Gen Z Travel Destinations: Paris

Thanks to spectacular architecture and culture, Paris is the top travel place for Gen Z living in the US and China. You might know Paris as the most romantic city in the world , but Gen Z travelers choose the Parisian capital for its green nature and its beautiful French parks.

Paris has the highest usage of digitalized mobility services such as bike-sharing. You can grab a bike from multiple spots around the capital, hike from the Louvre to the Eiffel Tower solo, or join a guided tour. This eco-friendly solution allows the Gen Z traveler to explore on their own and discover hidden gems in a city that seems everyone knows its secrets.

Amsterdam to Paris Trains

London to Paris Trains

Rotterdam to Paris Trains

Brussels to Paris Trains

Easy-going and playful in nature, Berlin attracts millions of travelers every year. Gen Z travelers will find Berlin a wonderful playground, with great bars and nightlife scene, since it is the quintessential party city.

In addition, Berlin is the perfect travel destination for Gen Z travelers because it is the most affordable city in Europe. Travelers in their early twenties will often choose to combine several European cities into one Euro trip, so cheap accommodation and living in Berlin can be a great way to save and enjoy the rest of the journey across Europe’s beautiful cities.

Frankfurt to Berlin Trains

Leipzig to Berlin Trains

Hanover to Berlin Trains

Hamburg to Berlin Trains

5. 10 Gen Z Travel Destinations Germany: Munich

This German city is famous for its unforgettable Oktoberfest festivities. In September, Munich boasts party spirits, welcoming hundreds of travelers to the biggest beer festival in the world . One of the best experiences is tasting delicious white sausage with a pint of Bavarian beer.

So, while Gen Z travelers prefer traveling alone, a festival of Bavarian culture is a great opportunity to socialize. This way, great food, drinks, a mix of cultures, and partying are brought together in one unforgettable event.

6. Gen Z Travel Destinations: Amsterdam

One of the leading European cities in entrepreneurial Spirit & innovation, Amsterdam ranks high in the top 10 Gen Z travel destinations. Offering great opportunities for business, out-of-the-box thinking, and rebellion are part of Amsterdam’s nature.

Thus, many Gen Z travelers choose the city as a place to explore, create, and as their home base for different trips to nearby destinations. While the city is relatively small it maintains its cosmopolitan speedy vibes inside the picturesque and village-like canals.

Brussels to Amsterdam Trains

London to Amsterdam Trains

Berlin to Amsterdam Trains

Paris to Amsterdam Trains

7. Hong Kong

Impressive skyscrapers together with the most exciting theme parks worldwide place Hong Kong in the top 10 Gen Z travel destinations. The futuristic city is not only an island of breathtaking views but also offers incredible experiences for young travelers.

Apart from amazing theme parks in Hong Kong , Gen Z travelers can go out of the city center. Hong Kong has amazing beaches and nature, ideal for outdoor activities like hiking up to East Dog Teeth or surfing. In a nutshell, Hong Kong is a huge playground for young travelers.

8. Gen Z Travel Destinations Italy: Rome

Discovering Italy’s rich culture and history in the ancient city of Rome is a remarkable experience. Piazzas, fountains, alleys, everywhere there is art and history, so Rome will enchant a young Gen Z traveler

Adding to the magic of Rome is, of course, Italian food. From Pasta a la carbonara for lunch, dinner, and gelato for dessert, with views of the Colosseum – words are not enough to portray Rome’s many advantages.

Milan to Rome Trains

Florence to Rome Trains

Venice to Rome Trains

Naples to Rome Trains

This city is a wonderful place to discover by wandering around. Vienna is the ideal city break destination with a mix of modern and traditional architecture, magnificent gardens, and squares. Adding to its many charms is the affordable cost of living in Vienna.

Despite being the capital of the wealthiest nations in the world, Vienna is not as expensive. Young travelers can find great budget-friendly hotels. Here they can meet other Gen Z travelers and plan their trip to amazing stops in Europe together.

Salzburg to Vienna Trains

Munich to Vienna Trains

Graz to Vienna Trains

Prague to Vienna Trains

10. Florence

Florence is a fantastic travel spot for Gen Z solo travelers . Firstly, the breathtaking old city center where the Duomo, Florence cathedral, and tower catch the eye and steal the heart of every first-time traveler. Secondly, Florence is relatively small and very easy to get around on foot, with all the major landmarks and best pizza places a few minute’s walk from one another.

Thirdly, young travelers can hop on a train and visit the nearby Cinque Terre if they want to discover more. This colorful region offers great views of the sea and a hiking trail through all five scenic villages. So, a trip at any time of year will look fantastic in social media stories, and 48 million Italy hashtag results prove this country is a favorite among Gen Z.

Rimini to Florence Trains

Rome to Florence Trains

Pisa to Florence Trains

Venice to Florence Trains

Traveling by train is a fast and comfortable way to squeeze multiple European destinations into a single trip. We at Save A Train will be delighted to help you plan a trip .

Do you want to embed our blog post “ 10 Gen Z Travel Destinations ” onto your site? You can either take our photos and text and give us credit with a link to this blog post. Or click here: https://iframely.com/embed/https%3A%2F%2Fwww.saveatrain.com%2Fblog%2Fen%2Fgen-z-travel-destinations%2F – (Scroll down a little to see the Embed Code)

• If you want to be kind to your users, you can guide them directly into our search pages. In this link, you will find our most popular train routes –  https://www.saveatrain.com/routes_sitemap.xml .
• Inside you have our links for English landing pages, but we also have  https://www.saveatrain.com/de_routes_sitemap.xml , and you can change the /de to /fr or /es and more languages.

Paulina Joukov

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'I want to get there before it gets too touristy': How Gen Z is redefining travel

Seven years ago, Eli Snyder’s job didn’t exist, nor would the 25-year-old feel confident about choosing a travel destination.

As a full-time TikTok travel influencer, Snyder is in Laos before spending the next couple of months exploring Vietnam and the Philippines. The Kansas City native then plans to leave Asia and venture into six South American countries, including Argentina and Chile.

To Snyder, travel is all about being “surprised,” and having his “preconceived notions about a place to be turned upside down.” Of course, connecting with the local culture and eating good food is a big part of it too. 

“(Before, if you were) going to Mexico, you’re going to do an all-inclusive, but now you’re going to leave the coast and go inland to see the rural towns,” he said. 

Snyder is inspired by fellow young content creators who travel to less touristy destinations – places his parents would never dream of going to. “There’s an emphasis on finding your own destination and spots rather than tourist hotspots,” Snyder said. 

Learn more: Best travel insurance

Younger people have always been scrappy as they seek to travel the world and discover themselves. After all, youth hostels have been around for over a century . “I think some things don’t change through generations: the fundamental appeal of travel is timeless, offering interesting perspectives of the world and hitting that recharge button,” said Will Jones, brand manager at StudentUniverse, a travel platform exclusively for students and youth. 

Since most Gen Z members are just starting their careers, they have less disposable income to spend on travel and are usually seeking out the best deals. 

“A lot of people in their mid-20s are interested in saving money when they travel, getting the most bang for their buck,” Naomi Schiller, 25, an administrative assistant at the Metropolitan Opera props department, told USA TODAY “I don’t have the money to throw around on awesome accommodations.” 

However, Gen Z is finding new ways to travel. Gone are the days of partying until sunrise. “They’re leaning much more into the cultural side of things and away from the party type,” said Jones. The young generation has an increased desire to go off the beaten path and immerse themselves in the culture they’re visiting – and they can do that with the ubiquity of technology and social media. 

Here are four Gen Z travel trends:

1. #TravelTikTok

Move over travel guidebooks and TripAdvisor, TikTok is the new place for young people seeking travel inspiration.

“A lot of inspiration comes from social media, like TikTok or Instagram reels,” Greta Redleaf, 20, a student at American University, told USA TODAY. Redleaf is in a study abroad program and said social media has been especially helpful as she explores new destinations on the weekends.

“I’m in Scotland right now, so I follow a lot of European travel accounts, and they sometimes post deals,” she said.

In the 2024 State of Student & Youth Travel Report by StudentUniverse, 89% of the 4,000 surveyed 18- to 25-year-olds – who are in full-time education and either live in the U.S., Canada, the U.K. and Australia – said they’ve found new destinations through TikTok, and 70% use TikTok as a trip-planning tool. Over The largest demographic of TikTok users is between the ages of 18 and 24, as of January.

Hailing from Sydney, Issy McDermott, 23, also sources her travel ideas mainly from social media. “When I was younger, I used to watch travel videos on YouTube,” she said. Now she uses TikTok and Instagram.

The vast majority of these Gen Z travelers seek to discover destinations untouched by mass tourism or not easily found. “Right now, I really want to visit Sri Lanka for a mix of the beaches and the more adventurous side,” McDermott said. “It’s kind of building up a hype on social media, so I want to get there before it gets too touristy.”

Snyder said the access and connectivity that social media offers mean “people are willing to go to places older generations would have considered too dangerous.”

2. Sobering up

“Unlike younger generations in the past, Gen Z is steering away from the typical young travel of partying,” Jones said. “They would rather experience a new culture and go sightseeing.” The most popular destinations among Gen Zers were found to be Italy and Japan, which are “more cultural places than the more traditional party places.”

According to the report, 83% of young travelers would consider taking a vacation without any alcohol to avoid unsafe situations. They also “would rather spend money on other things.” 

“I have described myself in the past as a terrible tourist. I don’t usually travel with a strict, ‘I want to see this, this and this,’ ” Arthur Tisseront, 26, a video game dialogue writer living in Finland, told USA TODAY. “I usually try to find somewhere to stay that is reasonably priced but in a part of the city or town or area I’m in that will let me experience whatever older culture exists there.” 

As more research reveals the harmful effects of alcohol, Snyder thinks more young people are going to be traveling sober “big time.” 

For Snyder, alcohol is near the bottom of his priorities when it comes to travel. He recently spent a month in the Middle East with a friend and didn’t have a sip of alcohol, nor did he miss it. “Not once did that come across our mind,” he said. Alcohol is legal in some Middle Eastern countries, like Jordan, but not widely accepted. In others, like Yemen, alcohol is prohibited. “Although there wasn’t alcohol to be had, it wasn’t a deterrent.”

3. Embarking on their own

More younger women are also looking to venture out on their own. Over half of the surveyed women said they are interested in solo travel, with 83% of them inspired by female content creators who travel solo. Those who want to jet-set alone say it’s to get out of their comfort, for self-discovery and enjoy a sense of freedom. 

An international business student in Syndey, McDermott has been traveling by herself for her summer break for the past two months. She’s spent the last three weeks in India, but she’s currently enjoying the “nice vibes”' in Goa. 

“I’ve noticed a lot more people solo travel, and my mom and dad never did anything like that,” she said. “I’m a bit more adventurous when I travel. I like to see the culture and have unique experiences rather than see tourist attractions and prioritize comfort.”

She often connects with fellow young travelers at the hostel and joins them on excursions or doesn’t venture out alone at night, so she rarely feels unsafe, she said.

Not all Gen Zers agree on this, though. Some told USA TODAY they prefer using trips as a way to visit friends and family who live far away.

At the beginning of the COVID-19 pandemic, "I wanted to be out traveling for work and pleasure, and I ended up stuck at home. I had a roommate move out, so I was by myself, and I want to get out there,” Brendan McPhillips, 24, a construction supply salesperson based in Denver, told USA TODAY. “(Solo travel) can be fun, but I found it kind of isolating, so I kind of looked at where I have friends and saying ‘hey, I want to come visit.’ ”

4. Train takeover

Gen Z travelers are also more interested in alternative modes of transportation, especially trains when they’re available.

“If there’s a train, I’m taking a train, it doesn’t matter if the train is 30 hours,” Snyder said. While the sustainability aspect appeals to him, the main reason is the “intimate connection with the countryside that you miss on a plane and bus because it’s so chaotic.” 

“Ideally, for environmental reasons, I would prefer to take the train if I can, but unfortunately, a lot of times the train can be twice as expensive and twice as long as flying,” Emma Quinn, 26, a librarian in New York told USA TODAY. “My roommate and I are going from Chicago to California by train. That’s two days in a sleeper car, and that’s something I’ll pay a premium for because the experience is really good.” 

Even so, the appeal of the deal can outweigh other concerns.

“I would love to travel more places locally on Amtrak or rail systems like that, but because of the price point and because of schedules or when they come and go, it usually winds up being by car,” Schiller, the Metropolitan Opera employee said.

McPhillips said that he relies on Frontier Airlines’ all-you-can-fly GoWild pass for a lot of his personal travel, which lets him get very cheap last-minute flights.

“People complain about Frontier and Spirit, but I’m kind of just expecting to get from point A to point B. That’s all I really want,” he said. “I want the cheapest ticket. I see people complaining about everything, and I’m like, ‘yeah, but you’re getting the lowest price.’”

Gen Z travelers also often want to find easy ways to get around once they’re in their destination.

“Renting a car sucks,” Tisseront, the video game dialogue writer, said. “If I can go to a place that will let me travel by bus, by tram, by metro, by train, by walking, however, some way that isn’t a car, that makes trips more justifiable to me.” 

Kathleen Wong is a travel reporter for USA TODAY based in Hawaii. You can reach her at [email protected] . Zach Wichter is a travel reporter for USA TODAY based in New York. You can reach him at [email protected] .

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Hot Spot or Dupe Destination? How Gen Z Wants to Travel

• Apr 22 2024

Dupe destinations are trending as Gen Z is experiencing travel fatigue f or over-influenced and expensive locations …

While Millennials loved their Instagram-ideal vacations, the most popular locations are losing their appeal for young travelers. Enter dupe destinations: hidden gems offering similar vibes to popular spots but with fewer tourists and usually a more authentic experience of the country or local life. The allure of discovering culturally rich and unique locales has sparked a trend that’s reshaping how young people travel— inspired by their fave shopping trend. YPulse predicted the Dupe Mindset trend would spread beyond products this year, and dupe travel is clearly taking off.

According to travel tech giant Expedia , dupe destinations are one of the biggest travel trends of 2024. The “travel dupes” topic has over 230B views on TikTok, where creators are plugging lesser-known locations that give the same vibe as super popular (i.e. expensive and overcrowded) locations. From Antwerp instead of Paris to Paros over Santorini, savvy travelers are embracing lesser-known alternatives that promise the same or even better, experience.

To understand just how much the dupe destination trend is growing, YPulse asks in our Travel survey whether 13-39-year-olds would rather go to a lesser-known dupe of a popular travel destination or go to a popular, well-known destination. While many young people are still idealistic travelers (especially teens), the idea of a dupe location is hugely appealing now:  

Almost half of Gen Z and Millennials would rather go to a dupe destination than a popular one  

• YPulse data shows 75% of 13-39-year-olds are interested in taking trips and traveling to different destinations and nearly half (45%) would now rather go to a lesser-known dupe of a popular travel destination than a popular, well-known destination  
• Young adults 18-24-years-old and Millennials 25-39-years-old are most likely to prefer a dupe destination, likely because they’re traveling more than teens and trying to budget their experiences  
• More than half (55%) of 13-39-year-olds agree: “Social media ruins good travel destinations by making them too popular” and 18-24-year-olds agree most at 61%  
• The fatigue of over-influenced travel destinations is evident, with many young travelers seeking to escape crowds and staged photo ops  
• After all, young people tell YPulse a main reason they travel is for their mental health, so it makes sense that they’d want to avoid obnoxious crowds  

But the majority would still rather travel to a popular destination  

• Just over half of young adults (55%) and Millennials (53%) would rather go to a well-known travel destination, but that slim margin is very telling of the power of Dupe Mindset  
• Teens are the most likely to say so: 61% of 13-17-year-olds would prefer to travel to a popular travel spot, but that’s likely because it’s on their bucket list and they haven’t had the means to travel yet  
• As travel continues to soar post-pandemic, the number of young people who would rather visit a dupe destination might increase, especially if they’re looking for places with a more low-key, relaxing vibe (and one that’s more budget friendly!)  

What does this mean for brands?  

• For travel brands, embracing the dupe destination trend presents an opportunity to connect with adventurous travelers seeking authentic experiences  
• By highlighting affordable yet incredible destinations, any brand can appeal to a generation eager to explore beyond the confines of their social media feeds  
• This might look like apparel collections that match the vibe of a hidden gem location or a mini game that immerses players in a lesser-known part of the world. The possibilities are endless!  

Just as YPulse predicted, demand for unique and “undiscovered” experiences is growing. And as dupes took over shopping habits in 2023, Gen Z has learned to apply this hidden gem mindset to other parts of their lives, meaning dupe destinations are poised to become a mainstay in the travel industry.

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81% of Indian Gen Z to Travel Abroad After First Paycheck: Skyscanner Report

A recent skyscanner report highlights that nearly half of india’s gen z are preparing for their first independent international trips, timed after achieving financial independence from their first job. the study sheds light on the travel behaviors of young indians, emphasizing their preference for cultural immersion and safety..

• 47% of India's Gen Z are planning their first independent international trips, driven by financial independence.
• Skyscanner reveals cultural experiences and vegetarian options are key travel motivators for India’s Gen Z.
• Safety and familiar destinations are paramount for Indian Gen Z travelers embarking on their first journeys abroad.

A recent study by Skyscanner, a global travel marketplace, reveals that nearly half of India’s Gen Z are gearing up for their first independent international trips, fueled by financial independence and a zeal for cultural experiences.

Financial Independence Sparks Travel Plans

The report titled ‘First Trip with Skyscanner’ shows that 81% of Gen Z in India plan their first international journey only after securing their first job or receiving their initial paycheck. This significant step towards financial autonomy is enabling young adults to explore the world on their terms.

Key Insights from the Skyscanner Report

• Eager Explorers: 47% of Indian Gen Z are planning solo leisure trips abroad.
• Financial Planning: A majority are waiting to earn their first salary to fund their travel dreams, with only 20% considering buy-now-pay-later options.
• Cultural Immersion: Over half of the respondents view travel as an opportunity to immerse themselves in new cultures.

Mohit Joshi, Skyscanner’s Travel and Destinations Expert, noted, “Gen Z in India is not just about traveling; they are about making each travel opportunity a significant life event, be it for celebrating milestones or breaking from routine.”

Travel Preferences and Planning

Gen Z’s approach to planning their trips is meticulous, with 76% preferring to have detailed itineraries and 73% booking return tickets in advance. This generation’s travel is characterized by a desire for cultural experiences and vegetarian-friendly dining options, reflecting their broader lifestyle choices and preferences.

Seeking Advice and Ensuring Safety

Despite the digital era, young Indian travelers often turn to friends and family for travel advice over social media platforms. Safety remains a priority, with 63% of respondents placing it above budget considerations.

Popular Destinations and Strategic Travel Planning

Europe emerges as a top destination for these young travelers, with the United Kingdom capturing the hearts of many. Monika Guwalani, a travel content creator, emphasizes the importance of strategic financial planning for travel: “Opting for destinations during off seasons and mixing and matching airlines and airports can cut costs significantly, enhancing the travel experience.”

Skyscanner’s Innovations in Travel Planning

Skyscanner is introducing tools to aid these young travelers in making informed decisions. Features like ‘Price Alerts’ and the ‘Cheapest Month’ tool are designed to help travelers secure the best deals, while the ‘Everywhere’ feature suggests the cheapest destinations for selected travel dates.

Top Preferences and Planning Strategies of Gen Z Travelers

This new insight into the travel habits and preferences of Gen Z could reshape the travel industry’s approach to catering to young, independent travelers from India, focusing on budget-friendly, culturally rich, and safe travel experiences.