Gen Z Travel Trends: 25/26
Published 30 January 2025
Gen Z is an influential and lucrative cohort for the travel industry. However, to serve this demographic desirable and meaningful experiences, tourism, hospitality and leisure brands must understand their complex – and often contradictory – needs and desires. From levelled-up solo sojourns to cultural enrichment and budget-friendly luxe, we explore some of Gen Z’s key travel goals.
Big Aspirations, Savvy Budgeting
Solo Self-Actualisation
Mindful Explorers
Receptive to social media content promoting wanderlust, Gen Z prioritises spending on travel. But 97% of young Americans foresee rising costs having either "a great deal" or "a moderate influence" on their travel in 2025 (Washington State University, 2024). Resultantly, they’re searching for money-saving travel hacks on TikTok and favouring the price transparency of all-inclusive packages.
Receptive to social media content promoting wanderlust, Gen Z prioritises spending on travel. But 97% of young Americans foresee rising costs having either "a great deal" or "a moderate influence" on their travel in 2025 (Washington State University, 2024). Resultantly, they’re searching for money-saving travel hacks on TikTok and favouring the price transparency of all-inclusive packages.
Summary
Big Aspirations, Savvy Budgeting | Receptive to social media content promoting wanderlust, Gen Z prioritises spending on travel. But 97% of young Americans foresee rising costs having either "a great deal" or "a moderate influence" on their travel in 2025 (Washington State University, 2024). Resultantly, they’re searching for money-saving travel hacks on TikTok and favouring the price transparency of all-inclusive packages. |
Solo Self-Actualisation | Globally, Gen Z is the demographic most likely to travel solo, with 55% planning to do so this year (Hilton, 2024). But solitary travel needn’t mean being ‘anti-social’. Alongside pursuing individual passions and self-care, this cohort is keen to bond with likeminded strangers. Brands have an opportunity here to create platforms that facilitate connection and companionship. |
Mindful Explorers | Looking beyond hedonistic student travel tropes, today’s youngsters are embracing clear-headed, culturally aligned exploration. ‘Meet the maker’ crafting experiences, special interest tours and sober-curious alt-nightlife support this conscientious travel outlook. Meanwhile, rail adventures appeal to climate-anxious youngsters; 39% of UK Gen Zers are taking more trains (ATP, 2024). See also Gen Z Leisure Trends: 25/26. |
Gen Z Travel Trends: 25/26
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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