Gen Z is transforming travel with a focus on digital access, affordability, sustainability, and immersive, experience-led tourism models.
According to a recent report by Peek Pro, Generation Z now represents nearly 40 percent of global travelers. This generation, born between the mid-1990s and early 2010s, is reshaping the tourism landscape with unique priorities and behaviors that differ significantly from previous cohorts
Gen Z travelers rely heavily on digital platforms throughout the planning and booking process. Research shows that 90 percent use social media for destination discovery, while 80 percent complete bookings via mobile apps and digital wallets. This digital-first behavior calls for mobile-optimized websites, streamlined booking systems, and a strong presence on platforms such as TikTok, Instagram, and YouTube.
Value-oriented and experience-focused preferences
Affordability is a key factor for Gen Z travelers. More than 82 percent prioritize cost when booking trips, yet this generation values meaningful experiences over luxury. Hostels, home rentals, and locally owned accommodations are preferred, as they often offer greater authenticity and cultural engagement.
Tour operators have an opportunity to design cost-effective travel packages that highlight local culture and unique activities. Customizable itineraries, community-based experiences, and flexible options are especially appealing to this segment.
Sustainability as a decision-making driver
Sustainability is central to Gen Z’s travel choices. Over 56 percent choose destinations with strong environmental practices. Countries such as Costa Rica and Norway, known for carbon-neutral lodging and eco-friendly tourism policies, are benefiting from this shift.
Tour operators can meet these expectations by offering eco-conscious tours, supporting local businesses, and minimizing environmental impact through responsible practices.
Influence of digital content and creators
Gen Z spends more than two hours daily on social media, and approximately 84 percent trust influencers for travel advice. Campaigns like “Inspired by Iceland” demonstrate how digital storytelling can drive engagement, with a 164 percent increase in related travel searches following the campaign.
Travel brands must invest in visually engaging, mobile-friendly content and collaborate with relevant creators to enhance visibility. Encouraging user-generated content and offering shareable moments can further amplify reach.
Demand for immersive and adventure travel
Adventure and cultural immersion are high priorities for Gen Z. Around 68 percent prefer activities such as hiking, scuba diving, and hands-on cultural experiences. This generation favors experiences that are active, educational, and emotionally engaging.
Operators should offer personalized and immersive trips that go beyond standard tours. Emphasizing connection with local communities and underexplored destinations will strengthen appeal.
Emerging constraints and changing behaviors
Despite their enthusiasm, economic and lifestyle factors are influencing Gen Z travel patterns. Seventy-nine percent are focused on saving, leading to a rise in shorter domestic trips and micro-vacations. In addition, school and work commitments are driving the popularity of bleisure travel—trips that blend business and leisure.
Safety concerns and global instability are also leading Gen Z to choose more secure, familiar destinations over long-haul international travel.
To attract Gen Z travelers, tour operators must align with their core values: affordability, authenticity, digital accessibility, and sustainability. Those who adapt will gain access to a growing, influential customer base driving the future of tourism.
For the full report, click here: peekpro.com/blog/gen-z-travel-trends
