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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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Gen Z Travel Trends & Statistics in 2023

gen z travel statistics 2022

Think of your marketing as a chance for Gen Z travelers to see a new place through the eyes of locals. Promote your venue or location’s most appealing features and hone in on what sets you apart.

Traveling with a social conscience

Gen Z is more likely to give back to a community or a purpose. They’re more concerned with volunteering, eco-tourism, or attractions that partner with local causes than other demographics.

One theory is that Gen Z grew up with an awareness of climate change, so they are likely to focus more on sustainability, ethics, inclusivity, and responsible travel. And 72% said they’re more likely to buy from a company that contributes to social causes .

Always connected

Having been born into a world of 24/7 access to the internet, Gen Z is the most digital-savvy generation, with physical and digital world experiences equally appealing.

Gen Z is likely to be more aware of new events and attractions. They’ll also share these experiences with their peers via social media.

What is common Gen Z consumer behavior?

As a true digital-first generation, Gen Z was raised with the internet, and social media like other generations grew up with radio and television.

So it’s probably not surprising these digital natives constantly want new ways to connect with attractions that focus on new technology, including augmented reality and the metaverse .

  • 90% say social media influences international travel decisions, but the same principles apply to local attractions. If you’re not actively promoting on social media, you’re potentially missing out on reaching a growing market with disposable income. Gen Z’s favorite social media network is TikTok, which is helping to drive more content-driven experiences . The hashtag #tiktokmademebuyit has had 2.3 billion views!
  • The smartphone is essential for Gen Z when researching, booking, or canceling trips. Can your guests seamlessly book online through a mobile device? If not, you're potentially turning away many new guests ready to book their next great experience.
  • Reviews are critical to Gen Z. 68% of Gen Z read at least three reviews before making a first-time purchase online, so keeping on top of your guest feedback is critical to helping grow your business. Does your team know how or have the right tools to quickly action guest feedback and prevent negative ratings on public review sites?

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  • A recent UK study found that 97% of Gen Z visit city centers, large towns, and shopping malls and are likely to participate in various activities, with attractions venues the second most popular at 30%, second only to restaurants and dining venues (34%).

What does Gen Z do for fun?

While it’s undoubtedly true Gen Z spends lots of time on social media, they also love traveling to new places, getting outdoors, and focusing on well-being in addition to discovering new modes of digital entertainment. Let’s take a closer look at some of Gen Z’s favorite things:

Engaging on social media

97% of Gen Z consumers use social media as their primary source for purchasing inspiration and spend most of their time on TikTok, Instagram, Snapchat, and YouTube. You want to be where your audience hangs out, so think about how you can reach Gen Z on their favorite social media channels .

in-content assets_97% Progress bar

Streaming music, tv, and movies

Whether listening to music or watching movies, Gen Z likes to access their entertainment from online platforms like Spotify and Netflix. Could you capitalize on popular culture references by organizing themed nights or special events that talk to Gen Z’s favorite bands, movies, or tv shows ?

Finding new experiences is a massive part of the Gen Z travel experience. And with more Gen Z ready to explore their own country again, there’s never been a better time to promote ‘staying local'.

Getting outdoors

Even though Gen Z spend lots of time online, they still like to get outdoors for activities such as hiking and camping. If you offer outdoor-based attractions or events, promote them, especially as an alternative to indoor activities.

Gen Z is big on physical and mental health. While the traditional gym is still popular, other activities like meditation, yoga, walking and even rollerskating help keep this generation on the right track.

Make sure your on-site food and beverage options include some healthy choices, and think about how you could market more healthy activities or challenges. How about a trampoline park jumpathon for the ultimate test of fitness?

Which age group spends the most on leisure travel in the United States?

While Gen Z is more likely to return and add more value to destinations over time and, and right now, are primed to discover new and exciting attractions:

  • A recent survey by car-sharing company Avail found that 72% of Gen Z travelers are looking to spend big on leisure travel this year – with this generation planning to spend more, or the same, in 2022 than pre-COVID-19 times. This puts them ahead of Millennials (70%), Gen X-ers (67%), and Baby Boomers (61%).

in-content assets_Demographics

  • And while the Millennials are planning to take the most trips in 2022 , at an average of 4.4 , Gen-Z is not much further behind, still planning on taking 4.1 trips .
  • Gen Z travels an average of 29 days per year ; that’s nearly an entire month!
  • A trend survey from American Express Travel found that 65% of Gen Z respondents said they would rather take a dream vacation than purchase a new car. This is a crucial insight into the mindset of Gen Z, highlighting their preference to spend more on entertainment and attractions to have fun with friends and family over purchasing big-ticket items.

How much is spent on domestic leisure travel in the US?

Recent economic modeling by the World Travel & Tourism Council shows strong growth in 2022 for the US travel & tourism sector, which is excellent news for attractions venues.

  • US domestic travel & tourism is forecast to reach more than $1.1 trillion annually! This is also on track to be 11.3% greater than pre-pandemic levels.
  • Americans’ average anticipated summer vacation spend  is $2,644 , up 25% in 2021.
  • According to research undertaken by online travel website Trovatrip , while 51% of Gen Z surveyed said they were now planning for international travel, 37% are still choosing to take domestic holidays.

How to target Gen Z guests

Now that we understand a bit more about Gen Z think about what your business could be doing to target Gen Z guests better.

We know Gen Z unique experiences, spends a huge amount of time online, and are ready to spend time and money in new places, so here are our top three tips for your business:

1. Be active on social media

To attract and retain Gen Z guests, you need to promote your attractions through the right digital channels: TikTok, Snapchat, Instagram, and Youtube.

Look at some popular accounts to see what content resonates best, then test different platforms and content types to see what works best for you. Hint: video content tends to have the most engagement.

2. Make sure your bookings are mobile-friendly

It’s not only Gen Z guests that expect mobile-friendly booking, but they may not be as forgiving as other guests who grew up with more traditional booking methods such as phone and emails.

A great mobile booking experience will help you see more Gen Z guests arriving through your doors.

3. Tailor your product offerings to your Gen Z audience

With Gen Z chasing new experiences, it’s your chance to have some fun and think about creating special theme nights, exclusive events, and other one-off activities that will help put your business on the map.

And if you’re unsure where to start, think about running a simple poll on your social channels to help get the conversation started.

By better understanding Gen Z’s needs and wants, you can more effectively tailor your marketing with the right voice and channels, resulting in more Gen Z guests, hopefully promoting the experiences you’re offering to their peers.

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gen z travel statistics 2022

Perspectives Header Travel Trends 5 5 v3

The Surprising 2022 Travel Trends Spearheaded by Gen Z

  • Text D1A Staff
  • Design D1A Staff

Ahhh… the getaway : that life-changing experience that has eluded younger generations in the past two years, as study abroad trips were unceremoniously cut short by Covid-19 and byzantine travel restrictions left many jetsetters stuck at home, doomed to cycle through pangs of wanderlust after canceled, rerouted or domestic-only trips. But with relaxing restrictions across the globe, the travel industry is poised for significant financial recovery and a majority of Gen Zers have packed suitcases at the ready. The World Travel & Tourism Council projected that this year alone, travel’s contribution to the global economy could reach $8.6 trillion.

According to #client American Express’ 2022 Global Travel Trend Report , which summarized what travelers are planning for the year ahead, moods are invariably shifting: 65% of respondents would rather take a dream vacation than purchase a new car, and 62% of respondents plan on taking two to four trips this year alone. It’s not simply the urge for new horizons that’s captivating the imaginations of those bored by the prospect of another staycation. There’s also a shift in offerings reflective of Gen Zers’ current desires, as dictated by the Great Resignation and the promise of Hot Vax Summer —whether they’re craving a truly once-in-a-lifetime experience, embracing indulgence or prioritizing sustainability.

Here, we’ve rounded up some of the year’s rising travel trends amongst generation Z to see how desires have evolved from the influencer-centric Millennial postcard vacation to the more specific jaunt that prioritizes the journey, not the destination. Before we take off, please fasten your seatbelts and ensure your table trays are in the upright and locked position.

Rest, Relaxation and Revenge

Two words: revenge travel. As the pandemic lifts and mask mandates vanish, pent up anger over canceled trips in the past few years has made travelers desperate to one-up their canceled plans with better, longer, and more luxurious vacations. The intention is to take advantage of loosened travel restrictions with even more ambitious plans than before. Despite inflation and conflict in the Ukraine and Yemen, travelers are booking bucket list trips and leaving work behind for even longer ( 48% plan to take off for more than two weeks ). And getting “revenge” has never been easier, with experts like award-winning travel experience company Black Tomato creating revenge-tailored trips that can be booked through their site. However, soaring demand to GTFO has driven flight prices up by 40% and jet fuel costs by 75% over what they were last year. Maybe the benefactors of all this planned revenge travel aren’t who we think they are. —Trey Taylor

@alixelay the dreamiest journey through some of the most beautiful tropical landscapes. all shot on the leica q ✨ #belmond #traintravel #trainjourney #bucketlist #travelaesthetic ♬ Une barque sur l'océan from Miroirs - Andre Laplante

Out of Office

Forget the return ticket. While nomadic living and working predated the pandemic , Covid lifestyle changes significantly accelerated the trend, freeing up office workers to eat, pray, love and Slack from their dream destinations or office hammock. The number of these paradise-seeking “digital nomads,” mostly Millennials, increased by 42% in 2021 year-over-year, catered to by “communities” like Noma Collective and Digital Nomads Madeira Islands , responsible for what GQ has dubbed “ Zoom Island .” In an update on the Airbnb model, Wander services a more upscale clientele, offering smart homes with a state-of-the-art workstation, textable concierge and, naturally, a Tesla (for groceries). The selling point for slow travel experiences like this is less about sight-seeing and more about replicating the comfort and community of home with the wifi connection of a Midtown Manhattan office—and a nice view of the beach. —Clara Malley

View this post on Instagram A post shared by Rachel-Jean Firchau, Rachel Off Duty (@racheloffduty)

Lose Yourself

Part of the allure of travel is immersing oneself in an unfamiliar locale, and adventure-seekers are taking their thirst for untrodden terrain to the extreme. After being cloistered at home due to the pandemic, “getting away” for some means going off the grid , as in the case of luxury travel company Black Tomato’s “ Get Lost ” expedition. Similar to Bear Grylls’ Man vs. Wild , travelers are dropped in a previously undisclosed area (whether jungle, desert or mountain) armed with only a backpack, GPS device and experts on call to ensure a safe return to their final destination. Much of the thrill comes from the mystery factor, and booking agencies like Pack Up and Go and Magical Mystery Tours conduct pre-travel questionnaires with clients before surprising them with bespoke itineraries. And for the true Castaway experience, Bushmasters —which bills themselves as “sustainable eco-tourism”—will “shipwreck” you off the coast of Panama or Belize for a ten-day survival course—Wilson not included. —Colleen Kelsey

View this post on Instagram A post shared by Black Tomato (@blacktomatotravel)

Escape in a Bottle

Anxiety around Covid continues to limit some people’s travel plans , but consumers are still itching for an escape. A variety of brands in the beauty sector have tapped into the wish for sun and sand, bringing beachy destinations to those remaining close to home. Take Poolsuite FM and their “Leisure-Enhancing Sunscreen” line Vacation , designed to evoke the nostalgia of ’80s summers with retro design and a transportive tropical scent. Self-tanning brand St. Tropez has also created a bronzing water that mimics the effects of hours spent lounging surfside, something that consumers would typically obtain by flocking to the nearest coast. The benefit to all of these new products? You don’t even have to leave the Sephora aisle to experience a getaway. —Danielle Lee

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SPF & Sound Barriers

While American Airlines’ latest and greatest offering is a bus service , there’s widespread technological innovation happening in the travel sector. Nineteen years after the Concorde— the world’s first supersonic passenger jet—was grounded indefinitely, new efforts are underway to usher in the next generation of ultra-fast travel. Boom , a start-up with the goal of building a “supersonic future”, has signed a deal with United Airlines that will result in the purchase of 15 jets . Beijing-based Space Transportation is also working on a jet that could take passengers from Shanghai to New York in just two hours. Meanwhile, the world’s first flying car airport opened in the UK. No word on what surge pricing in the sky looks like… yet. —Eli Williams

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Hot Vax Summer 2.0

Life should be lived according to one pervading maxim: If it’s not fun, then what’s the point? With travel feeling more feasible for the first time in the past two years, trips once thought of as distant fantasies are now becoming a reality. Travelers are already spending more, planning to go all in on what Expedia is calling the year of the GOAT, or, the “greatest of all trips.” The carnally curious are even chartering planes to fulfill some very specific desires . Is this the year to drink buckets of liquor on the streets of Bangkok ? Or book your spot at Sparty—aka the Grand Budapest Bath Party —where you can listen to techno while swimming in a Hungarian thermal bath accompanied by trippy visuals and fire jugglers? All signs point to yes. The pandemic has forced us to face the uncertainty of the future, but this year calls for embracing pleasure above all else. If 2019 had Hot Girl Summer , let’s decree 2022 as Hedonist Girl Summer. —Emma Fecko

View this post on Instagram A post shared by Sparty Budapest (@spartybudapest)

Room With a Queue

Call it the Wes Anderson Effect or blame it on the oversaturation of Airbnb , but staying in hotels is back in style. When Airbnb was first introduced, the appeal was not just cheaper rates, but a sense of local authenticity—and a place that felt like home. That quickly turned into hefty prices, hidden fees , privacy issues and charmless spaces . Now, travelers are seeking maximalist and lavish accommodations with white-glove hospitality. Boutique hotels with drool-worthy design and robust cultural programming are on the rise, and there’s a revival of historic icons like New York’s Plaza Hotel , The Beverly Hills Hotel, The Ritz Carlton and the Chelsea Hotel , which reopens this summer after a decade-long renovation. The fandom around these establishments has even sparked lines of merch for those who won’t be checking in anytime soon. And even if you’re not straying far from home, the HotelTonight app allows last-minute bookings, for those nights when only room service will do. —Elise Bang

@hannahstella Every room we’ve stayed in here has been completely different, it’s truly in a class of its own. #travel #paris #ritzparis #hotel #roomtour #luxury ♬ La Vie En Rose - Emily Watts

Swap My Crib

With rising flight and hotel room prices, some travelers are thinking of other ways they can save. Enter: #homeswap. With 6.8 million hashtag views, TikTokers like @ justjazzyidk and @grace_gagnon are just a few of those who have taken full advantage of how the social media app allows users a more affordable way to see the world. Those looking to trade places will create a post with their location and a tour of their pad before connecting with their perfect match. Home swaps are also gaining popularity outside of TikTok via exchange sites like Homeswap and Love Home Exchange . According to The New York Times , Homeswap reported a 51% increase of exchanges in April 2022 compared to April 2019 . Seems like there’s no better time to channel The Holiday IRL. —Braelyn Diamond

@grace_gagnon Serious inquiries only. Bonus points if you have a hot, single brother. #theholiday #boston ♬ The holiday theme - Siyana <3

Travel For Good

While most humans sat behind screens at the height of the pandemic, goats, racoons, turtles, and even sea lions took to the streets . Carbon emissions reached record low levels during this period and travelers took an opportunity to examine their individual impact on the planet. According to a 2021 global research report from Booking.com , 53% of those surveyed said they wanted to “travel more sustainability in the future.” In response, travel companies are offering experiences geared toward these interests. Intrepid Travel, a small group adventure company that launched “Impact Initiatives” for its 2022 tours, includes activities that directly support environmental or wildlife conservation, preserve indigenous culture or support marginalized social groups. Other resources include Impact Travel Alliance , a non-profit that provides tangible tips for how to travel in a way that empowers local communities and protects the earth. —Carolyn Cutrone

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Meeting the High Expectations of the Gen Z Traveler: New Report

Mary Ann Ha , Skift

June 21st, 2022 at 10:00 AM EDT

When predicting current and future trends, everyone in the travel industry has their eyes on Gen Z travelers, and, boy, are they demanding.

Mary Ann Ha

While the millennial traveler is the most reliable, stable target audience in the travel industry today, it won’t be long before everyone turns to the Gen Z traveler, who will lead the next generation of what’s new in the travel space. In fact, many are already turning to these younger generations, in hopes to prepare for the expectations to come .

Gen Z travelers across the globe have a sense of financial confidence for travel that is frozen in time, while their ethical and moral expectations for travel experiences have continued to rise, and their digital connectivity has intensified the desire to be a trendsetter, according to a new report by YouGov. 

“The way we start to travel is the way we form different experiences,” said Eva Stewart, YouGov’s global sector head of travel and tourism. “And the pandemic has haunted that experience. They’re not willing to compromise on what they got used to when they travel with their parents, perhaps the luxurious experiences staying at nicer places, but the point is that it’s very difficult to trade down. Gen Zs will try to do everything they can to kind of retain a similar level of travel experience as they are used to.”

The Gen Z sector presents an interesting subset of travelers. Those who come from mid-to-high income backgrounds, whose earliest travel experiences were with their families, had first impressions of traveling within experiential and financial parameters that were a lot wider than the reality of traveling as a young adult, with friends, partners, or alone. Their most formative years of travel were then influenced by a factor that none of the older sectors had to experience — a global lockdown. Now, those Gen Z travelers remain somewhat stuck in their past, in expectations that were set in their younger years, without having yet experienced the reality of what independent travel will look like. 

Therefore, whether it’s due to pent-up travel desire or high expectations left untouched, Gen Zs are most eager to spend more on travel compared to those over 25, leading the way amongst age sectors in spending more on travel this year. Overall, 21 percent of global adults intend to spend more on travel products and services in the next 12 months, while the Gen Z response rate was recorded at 26 percent with millennials following closely behind at 25 percent.

“Because they got accustomed to traveling with their families , it’s unsurprising that higher-income-Gen Z’s recent experiences have been with the luxury brands,” said Stewart. “However, the majority will still be looking at that mid-tier or value-for-money types of accomodations — it’s not to say that the entire generation is price sensitive, but four-out-of-ten will still find it prohibitive to manage the cost of travel versus their desire.”

While only some Gen Zs will attempt to retain what they’ve already experienced financially, most are asking for more in other areas. Nearly half of Gen Zs seek authentic experiences that are representative of local culture compared to their older counterparts, and despite being committed to budgeting options, they are still willing to financially support the local communities within their budgets. In fact, just over a third of global Gen Zs said they prioritize spending money on local businesses and produce when traveling, which is equally on par with global over-25-year-olds, who have more financial freedom. 

This idea of giving back translates to choice of activity as well. Gen Zs are also more likely to be interested in traveling with a purpose, such as volunteering and eco-tourism, which is again, fueled by the desire to do something meaningful and give back to the community. YouGov’s Global Travel Profiles showed that Gen Z travelers in particular have a passion for understanding more about other cultures and building “real life experiences” during their travels, such as connecting with the local heritage and people. They also have higher expectations for unique adventurous experiences such as remote destinations away from crowds or mental and physical challenges in unfamiliar places.

In addition to experiences that give back, Gen Z travelers, who grew up with heightened awareness of climate change and global crises, are also looking for newer experiences that are in tune with their environment, like eco-friendly accommodation options. Thirty-eight percent of Gen Zs across the world would consider staying in a green accommodation on their next holiday, compared to the 33 percent response rate of those over 25. In addition to accommodation options, over a third of Gen Zs are also open to search for sustainable travel offers, which is 6 percentage points above the over 25 cohort.

“The biggest difference is that younger generations are also willing to take action on it,” adds Stewart. “Concern levels vary amongst generations but Gen Zs actually want to do something. They are open to potentially paying a little bit more for greener flights, and are actively looking to stay in eco-friendly accommodation more than any other generation. The more that they learn about how they can be responsible, they form new habits that become good habits and easy to follow.”

The desire amongst Gen Z travelers to seek new experiences also leads to a stronger curiosity of growing concepts in marketing , such as cryptocurrency or the metaverse. In fact, Gen Z’s tendency to be more experimental could position the metaverse as a potentially exciting place to explore “dream” travel experiences. 

“It’s unsurprising that a lot of different brands are already investing in advertising themselves in the online space,” said Stewart, “but the metaverse will be an interesting place to market destinations , as Gen Zs wouldn’t mind exploring places online that they’ve never visited. For example, younger people are very curious about certain hotel brands and would be able to see what the design and experience is like in the areas which were typically reserved for the paying guests. It’s an aspirational type of travel in its own sense.”

Awareness levels of the metaverse is currently highest among US and UK consumers, and this is particularly true for Gen Z consumers. As brands are increasingly investing in the metaverse, this will enable travelers to aspire, explore, and plan for a destination in detail.

This ties back to Gen Z’s generally low and skeptical attitude towards typical travel advertising. Nowadays, advertising requires an additional point of reassurance, and although recommendations from family and friends is the most powerful tool of influence to go to a destination, reviews found on social media are critical in Gen Z’s final decision-making.

“That is where social media is at now, perhaps less of an inspiration and more to verify that what’s been advertised to them is accurate and will match their expectations once they arrive,” said Stewart. “Many Gen Zs might find a hotel online or through an (online travel agency) OTA, but they will then go and verify whether people who stayed in the hotel enjoyed their experience, looking for that verification on Tiktok or Instagram, rather than a travel review website.” 

Because Gen Z is the first generation to have 24/7 access to the internet and digital connectivity since birth, they see the physical and digital worlds as a seamless continuum of experiences. Despite 63 percent of global Gen Zs worrying about how long they spend on social media, they still acknowledge their deeper connection and reliance on social media, which in turn affects their expectations around the desire for seamless connectivity at home and whilst traveling.

In addition, as a hyperconnected generation, global Gen Zs are more likely to be aware of new and emerging events. Therefore, sharing their new social experiences and adventures with their peers is a high priority, especially if they feel like they’ve discovered things first, as they often desire to feel like they are ahead of the curve in knowing trends.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: accommodations , cryptocurrencies , destination marketing , financials , gen z , generation z , metaverse , social media , spending , sustainability , Travel Advertising

Gen Z: Ready to travel and ripe for building loyalty

Gen Z: Ready to travel and ripe for building loyalty

Gen Z’s attitudes towards life in general and the issues that matter most to them 

Domestic and international travel intention among Gen Z in 25 markets 

Their preferred accommodation types—from hotels to rented apartments—while traveling 

What experiences they want from their next trip 

Which channels to engage with and reach Gen Z 

Their views on luxury and sustainable travel 

Young travelers’ interest in travel and the metaverse 

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Gen Z Travel Trends: 2022

Published 08 September 2021

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Gen Z travellers are keen to make up for the time lost to lockdowns and eager to explore both internationally and closer to home in 2022. They’re looking to TikTok and embracing a host of new planning apps, tools and membership platforms to organise their next inspiring, action-packed and sustainable adventure.

Gen Z Are Ready

New travel planning tools, activities abound, protecting planet & people, next-gen business travellers.

After more than 18 months of lockdown, Gen Z travellers are desperate to get out of their home towns and explore local settings as well as international destinations. Furthermore, they’re keen to enmesh themselves in new cultures and spend quality time with friends and family. In order to press go on their long-awaited and long-delayed itineraries, they’re very willing to get vaccinated.

gen z travel statistics 2022

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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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Gen Z Travel Trends 2023: Rethinking the Future of Tourism?

As a Gen Z, I have always noticed how different we are compared to the previous generations. 

Spearheading the reconstruction of societal norms and breaking generational stereotypes are things we are good at.

The same can be noticed in our travelling trends. We prefer to seek wilderness and equality over the generational straight path. Because of this sense of unpredictability, everyone in the travel industry has their eyes on Gen Z travellers. 

From technological advancements to seeking value over everything else, here are some of the ways Gen Zs differ from other demographics. 

A Guide to Gen Z

First things first, let’s define what Gen Z is. Gen Z refers to the age group born between 1997 to 2012. This age group is very versatile, with the oldest turning 25 this year and the youngest turning 10.

Generation Z  was born into technology. An unparalleled internet presence, explosive technological innovation, and increased global awareness contribute to a shift in consumer attitudes, expectations, and travel preferences.

Gen Z is actively redefining what it means to travel and embracing their unique needs is essential to understanding the future of the tourism industry. 

Two girls sitting on rocks beside a river and laughing.

They are more likely to return and add more value to destinations over time, discover new destinations, Incorporate technology on their trips and finally gain personal cultural benefits. 

Travel Trends of Gen Z

The newest generation of travellers aka Gen Zs has a unique pattern of travelling that differs from all the previous generations. Some trends that have been observed among Gen Z when it comes to travel include:

  • Seeking Unique and Authentic Experiences: Gen Z tends to be interested in seeking out unique and authentic experiences when they travel and may be drawn to lesser-known destinations and off-the-beaten-path experiences.
  • Prioritizing Sustainability: Sustainability is often a top concern for Gen Z when it comes to travel, and they may choose eco-friendly accommodations and transportation options, as well as participate in activities that have a positive impact on the local community.
  • Using Technology to Plan and Book Travel: Gen Z is known for being tech-savvy, and they often use online resources and apps to research and plan their travels, as well as to book flights and accommodations.
  • Seeking Value for Money: While Gen Z may be willing to splurge on certain experiences, they also tend to be cost-conscious and look for ways to save money on travel, such as by staying in budget accommodations or using ride-sharing services.

A pie chart explaining whether budget is important while planning a trip or not.

  • Experiencing Local Culture: Gen Z tends to be interested in immersing themselves in the local culture when they travel and may choose to stay in homestays or participate in activities that allow them to interact with locals.

Gen Z is the key market segment of the tourism industry now. That’s why it’s important to understand how they plan, book and control their trips.

Preferred Accommodation 

When it comes to accommodation, Gen Z has a varied sense of taste. Unlike the previous generations, Gen Z ers do not prefer luxury hotels or resorts for their trips. Rather they prefer to stay at small eccentric hotels and Airbnb when they are on a budget. 

Speaking of Airbnb, it is one of the things that garnered huge attention among Gen Z ers in recent years. The ease of booking and relatively low cost attracts this generation to opt for them. Trending travel techs have also made it easier for Gen Z to book accommodations fairly easily. 

For the most part, Gen Zs like to travel on a budget. But when it comes to special staying opportunities and green travelling they are willing to splurge a little more. As a result, they often try to venture into luxury accommodations at an affordable rate. 

A bar diagram showing Gen Zs are more likely to splurge on trips.

However, their preferred accommodation doesn’t end at just that. Because of their thirst for experiencing intercultural experiences they are willing to stay at unique locations like hostels, campsites and rented rooms in other people’s houses. This sort of accommodation gives Gen Z the scope to connect to the local people. Thus, their hopes of participating more in the local culture get fulfilled. 

Preferred Transportation

While Gen Zs prefer to splurge on experiences and accommodations, they try to save on transportation. With the rise of the popularity of budget airlines, Gen Zs now prefer spending less on travel. 

A bar diagram showing on which item Gen Zs spend on the most while travelling.

They think of flight as just a mere method of reaching from destination A to B. As a result, they tend not to spend much here as they plan on shelling out that money on experiences.  

Budget airlines like RyanAir, Scoot, AirAsia etc. have made it possible for Gen Zers to travel on a budget. Previously a major portion of their money was spent on flights. Now, with budget airlines, they can save money on flights and spend it somewhere else. 

Unlike previous generations, Gen Zs does not need extra facilities while travelling. Features like luxurious food, sitting space and additional details are not exactly life-altering to the gen z population. 

Preferred Destinations

Gen Zs prefer value and unique experiences. Thus they tend to go off beaten paths and explore the local area. Contrary to the other generations, Gen Zs rarely plans on going on relaxing resort tours. Rather they seek challenges and connections with the locality. 

They also prefer going to underrated countries that are usually not explored often in the hopes of finding new experiences. That’s why the rise of travelling to more unique destinations has recently reached an all-time high. Countries like Poland, Romania, Guatemala, Ecuador etc. have seen a rise in popularity among Gen Zs lately. Vaasa, Finland is also one of these underrated places that have been gaining a lot of traction in recent times. 

But the rise of travelling to newer destinations did not eliminate the tours of popular destinations. European and Asian countries offering different cultural experiences and picturesque views are popular among the new generation even now. Italy, Spain, Japan, Thailand etc. are still popular as ever. 

Preferred Activities

There are two things that define Gen Z. One being their relatively young age and another is their innate need to experience thrill-seeking activities. 

Once-in-a-lifetime activities like bungee jumping, skydiving, hot air balloon safari etc. are very popular among Gen Z travellers. This generation has been hit hard the most by the pandemic. They understand how fleeting life is. To make the most out of this transient life, Gen Zs are more likely to go for thrilling outdoor experiences. 

On days that these young travellers are not jumping off mountains or planes, they like to venture into the city and experience the culture. They are especially intrigued by what the nightlife has to offer. 

Hiking, exploring underrated places and connecting with the local people are also some of the activities that Gen Z travellers like to do. 

Value-Based Travelling

Gen Z prefers internal fulfilment over external gains. This means Gen Zers would much prefer unique experiences and connections with local people over Instagram likes or flex points of travelling around the world. 

This is where value-based travelling comes in. Instead of all-inclusive packages, Gen Z prefers to steer off the path. They tend to explore on their own and gain experience and knowledge by veering off the straight path. 

One of the key traits of Gen Zs also happens to be the need to make this world a better place again. They are more likely to consider sustainable travelling options than any other generation. 

According to the Telus International report, 54% of Gen Zs are willing to pay a higher amount for a more sustainable method of transportation. This generation also believes that flights should be taxed so that people are less likely to take recurrent flights and prevent environmental pollution. 

Lastly, inclusion and diversity have been key factors of this generation. This generation in particular revolutionised the act of inclusion and diversity in all sorts of workplaces. So naturally, Gen Zs also has a knack for only getting services from agencies which have strict values of inclusivity. 

Navigating Travel in a Post-Pandemic World

The pandemic put a sharp halt to the travel industry. As a result, the situation of the travel and touring sectors post-pandemic is not the same. 

However, the travel industry experienced sharp growth in recent years following the substantial decrease in Covid19 cases. According to a 2022 statistics from Avail, 71% of the gen z population plan on travelling more now that the pandemic is over.

A passport with a boarding pass and a face mask on top of a luggage.

People are planning on enjoying revenge trips to make up for the time lost. Nearly two-thirds of Gen Zers are thinking of travelling more to counter the lost time according to Expedia Group. 

Compared to the other generations, gen z is more flexible with covid protocols. Whether it be wearing masks in public places, isolation or transportation, Gen Zs are more adept in handling travelling and maintaining covid protocols. 

Gen Z vs Millennials 

Gen Zs are often mixed up with their previous generation, the millennials. But these two generations cannot be more different from each other. 

Millennials who are generally defined as individuals born between 1981 and 1996, are a generation that has grown up while the internet was just starting out. So, even though they are technologically dependent to some extent, they are not entirely influenced by it. 

Millennials are also less likely to go on trips abroad as they do not get enough holidays. The economic difficulties also affect Gen z and Millennials in the way they travel. 

A pie chart showing 51% of Gen Zs take international trips.

Some of the ways these two generations differ in their travel preferences are given below: 

  • Millennials favour beach locations and resorts where they can plan relaxing getaways.
  • As the majority of the millennials are job holders, they tend to mix business with pleasure and often go on luxurious business trips. 
  • Millennials are also more prone to travelling with a partner or their family over solo travels. 
  • The millennials are at a stage in their life where they need to save money to pay for bills and their family. As a result, they prefer budget over luxury.

Understanding the differences truly points out how different the two consequent generations are. 

Gen Z: Male vs Female

Generation Z has put an end to most stereotypes.

With the rise of equality and easy accessibility around the world, the amount of solo gen z women travellers has increased by 88%. Previously women didn’t have the opportunity or freedom of travelling as often as their male counterparts. A generational revolution focusing on equality made it easy and empowering for women to travel in recent years. 

When we speak about the past generations, we cannot help but notice that the number of male travellers far surpassed the number of female travellers. But with gen Z the difference between the number of travellers of both genders has been closing in. It’s also worth noting that the gap between male and female travel habits and preferences may be narrowing as societal attitudes towards gender roles and expectations continue to evolve.

Ultimately, the most important thing is for individuals to choose travel experiences that align with their personal interests and goals, regardless of their gender. The onset of these values can be seen in generation Z. 

Generation Z is the leader of the new generation of travelling. Understanding them would be the key to staying relevant in the travel industry.

I hope this thorough input on the travel trends of Gen Zs has helped you to understand this unique generation a little more. 

Until next time!

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I'm a travel writer and content creator who loves to explore new places. I've been to over 20 countries, and I'm always on the lookout for my next great adventure. I love the excitement of airports, the thrill of new experiences, and the feeling of being surrounded by new cultures. I share my travel stories and tips on my website, where I hope to inspire others to explore the world.

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When do gen zs make travel bookings , gen z travel priorities , ethical travel: an emerging factor , short getaways, longer trips.

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Gen Z’s 2022 travel plans explained

Gen Z travellers enjoying a kayak ride

It’s the industry that arguably took the biggest hit as a result of COVID-19. Two years on, Gen Z students are finally able to act on their wanderlust. Here’s the lowdown on what they’ve got planned. 

At Student Beans, we’ve been following the pent-up demand among Gen Zs since May 2020 – and there’s no doubt that it’s particularly strong in the travel sector. So much so, in fact, that it likely had a strong impact on whether Gen Zs got the vaccine or not. Our brand partner Contiki surveyed young travellers in early 2021 – and a huge 71% said that they would take the vaccine if it enabled them to travel. 

Gen Zs aren’t super spontaneous when it comes to travel – 27% book holidays between six months to a year in advance, and 20% book between three to six months in advance. By comparison, just 12% book a week to a month in advance, and just 3% are spontaneous enough to book one week or less ahead of departure. 

a girl plans a trip

However, once young travellers commit to their plans, they do expect some flexibility from providers – particularly with COVID-19 still causing localised issues across the world. According to Contiki’s research, 86% of Gen Z travellers want free cancellation on their holiday bookings, and 74% look for flexible booking in general.

We’ve covered how Gen Zs book their holidays – but what do they expect once they get there? Overwhelmingly, low cost is a high priority for young holidaymakers. Gen Zs are right at the start of their period of financial independence – budgeting is still very important, and it will be a while before this cohort can blow the budget and splash out on a high-value trip. 92% consider cost to be the most important factor when looking for a travel destination. 

That said, there’s one area of travel that Gen Zs are less likely to scrimp on: accommodation. According to a report by the European Travel Commission (ETC), one in three Gen Zs prefer to book a four or five-star hotel. So while they might prefer to keep the overall trip costs down, Gen Zs are still concerned about getting a high-quality place to stay. 

some Gen Zs at the top of a cliff

Cost is closely followed by safety – 74% of Gen Z holidaymakers consider this when booking travel. This of course refers to any crime or turbulence within a possible destination – but it’s also likely that young people will look into the COVID risk within a destination before deciding to book. 

On balance, Gen Zs are less bothered about the distance they would have to travel to reach a destination (34% consider this), which is a strong sign that long-haul travel could make a triumphant return in 2022. 

Gen Zs are governed by a strong set of values – and as consumers, they often demonstrate this in their purchasing patterns. Travel is no exception. 93% of Gen Zs say that it’s important that a brand cares about sustainability and protecting the environment, which may impact everything from airline choice to destination.

a group enjoys a meal on holiday

This also means that Gen Z adventurers will show greater consideration for their destination than (perhaps) we might expect of their older contemporaries. Contiki data shows that 74% of Gen Z travellers would look to source from local markets while travelling, and 66% want to avoid single-use plastics. In addition, 60% want to offset their carbon footprint when travelling. 

When Gen Zs are at university, they have more opportunities than ever to book short, cheap getaways – with long university breaks and limited contact hours, this is a unique window of opportunity for budding travellers. 

some people run into the sea

Europe remains a popular destination for Gen Z – 41% of respondents to Contiki’s survey said European countries were on their bucket list. ETC data shows that trying locally sourced food and drinks is a top priority for holidaymakers in Europe (75% of Gen Zs are interested in this), closely followed by discovering urban culture (67%) and visiting museums and concerts (62%). 

Will Gen Z students be embracing the well-established tradition of backpacking in their late teens and early twenties? In short – yes. 75% of UK Gen Zs intend to go travelling or backpacking in the near future. 

A couple enjoys a summer break

Most Student Beans users intending to travel told us they plan to save between £2,000 and £3,000 to fund their trip. And while most students haven’t planned how long they intend to travel for, 44% of students intend to keep their trip length to six months or less. 

Summer 2022 is here. Find out how students spend across the travel vertical and more with our latest summer spending infographic. 

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4 travel trends that are setting Generation Z apart

Jordi Lippe-McGraw

Travel inspiration comes from many different places.

For our grandparents, perhaps it was hearing a story from a friend, or reading about a destination in the newspaper. For our parents, they may have spotted an appealing destination on TV, and turned to a travel agent to make the reservation. But as technology advanced and the internet was born, younger generations began to develop wanderlust in a seriously different way.

Personally, as a millennial, l plan trips based on a variety of inputs: magazines, web articles, word-of-mouth and, of course, social media. But as someone on the upper end of the Millennial generation, I didn't always have Google or an Instagram account.

But Generation Z (largely, anyone born in the mid-1990s or later) has never known a world without the internet. And now as these young travelers are coming of age and entering their early 20s, they are taking out their wallets and starting to explore the world on their own.

According to an Expedia Media Solutions study , members of this generation take an average of 2.8 leisure trips annually — not far behind Millennials, who are further in their careers and travel for leisure 3 times per year on average.

And while older generations (from Millennials to Baby Boomers and beyond) prioritize spending quality time with friends and family — according to an AARP study — Generation Z travelers are more likely than others to take an activity-based trip such as hiking, to travel for a special event like a concert or prioritize high bucket list trips, according to Expedia.

Related: The 7 best starter credit cards

So, what does this all mean for the travel industry? And how do these new explorers, no more than 24 years old, decide where they want to travel? Here's what a few Gen-Zers had to say.

Instagram's influence

It's no surprise that members of Generation Z are finding their travel inspiration on social media. But Instagram, in particular, is a visual-driven platform with millions of photos from the far reaches of the earth.

"I usually start by choosing a certain city or landmark that I'd like to see, and I find those on Instagram," Rachel Waldholz, 18, told The Points Guy. "I then find tours that go to that location and line up with the time we have to travel that cover as many places as possible."

And if it's a friend posting a picture, the connection is even stronger. "Instagram plays a big role in places I want to go too," Gabriel Kirshtein, 24, told TPG. "I think it helps validate the beauty of the places I've seen elsewhere. Like when I see a couple honeymooning in Greece and Italy."

(Photo by patrick tomasso/Unsplash)

Willow Livengood, 21, agreed saying, "I have a bucket list of countries I'd like to go to that I've seen on Instagram. For example, my friend Eliza had cool pics from Barcelona. So, Spain was on my radar."

According to the Expedia Media Solutions poll, the rise of social media will result in a complete change of the travel market, including destination preferences, purchase habits and the size of travel groups. In fact, the poll found that 87% of travel decisions made by Generation Z are influenced by social media platforms including Facebook, Instagram and Snapchat.

Jenn Mann, psychologist and author of " The A to Z Guide to Raising Happy, Confident Kids ," said this makes sense, because this generation grew up in a world — and a life — filled with social media. "They don't know a world without Instagram and social media," she said. "It's their news source, source of connection with their friends; It's their 'inspo,' it's their #goals. So, it makes sense that it's a source to open them up to exciting and educational places they otherwise might not go. "

On the flip side, Mann said they don't realize how vulnerable they are to ads and targeting when it comes to advertisers. "There's a reason hotels and destinations are paying influencers to vacation," she said. "Psychologically speaking, I don't think social media is going anywhere for a long time. They're only going to [get] more and more savvy."

Set-jetting

We've all heard of jet-setting. But, set-jetting — traveling to visit the filming locations of your favorite TV show or movie — has become increasingly popular. There are entire tours dedicated to seeing the "Game of Thrones" destinations , and we know of Highclere Castle thanks to "Downton Abbey."

(Photo by david edkins/Unsplash)

"Television and movies have a big part to play in where I want to go," said Kirshtein. "When I think of dream places to visit, I think of foreign countries like Japan and Ireland. Both of those places had beautifully been featured in movies I have seen, and those moments leave an impression."

Yes, "Leap Year" with Amy Adams inspired his interest in visiting Ireland, and "The Crown" made him want to visit England.

"These places on TV and in films are accessible in a way that wasn't possible before," Mann explained. "You can Google a beach or mountaintop in a movie and find out where it is and actually go. That access will certainly drive the decision making of where younger generations want to travel."

Fiscal responsibility

Although Gen-Zers might have lofty goals of visiting the places they see on Instagram or in movies, money still talks.

"When I do travel, I don't go to Japan and Ireland because I can't afford [to]," said Kirshtein. "So, I try to find places that are more affordable, like last year I went to Seattle and this year I went to Toronto."

Livengood, who is currently in Germany for an internship, uses Google a lot to find flight deals that inform her travel decisions. "I'll Google flights and see what's under 50 euros," she said. "I wouldn't be motivated to travel so much if the flights weren't so cheap. My decisions are made 99% because of cheap flights and browsing like two months ahead with no specific dates."

Since this generation is just entering the workforce, they're not necessarily able to afford the bucket list vacations quite yet. But this internet savvy combined with schedule flexibility makes it easier than ever for them to spot budget-friendly travel deals. Though they are dreaming big, their actual travel patterns tend to currently lean more toward what's most cost-effective.

(Photo by chuttersnap/Unsplash)

"Gen-Zers can go on a budget website and find competitive rates," said Mann. "That wasn't as easily accessible before. So, this generation can be their own travel agents."

Ultimately, Gen-Zers might have far-flung destinations on their bucket lists, thanks to social media and blockbuster hits. But they're not in a financial position to take those trips quite yet. Of course, this is exactly where points and miles can come into play to make the otherwise inaccessible and far-flung destinations fit into an average 20-something's budget.

Related: Beginner's Guide to points, miles and credit cards

Phoning it in

We know Generation Z gets travel inspiration from social media. But these young travelers are also using their phones to research trips, and share photos from that getaway. The report by Expedia Media Solutions noted that both Millennials and Generation Z use mobile devices at almost twice the rate at which Generation X and Baby Boomers do at every stage.

(Photo by jeshoots.com/Unsplash)

Though booking via mobile isn't as popular as the other three stages of trip planning for Generation Z, increased participation is likely as more alternatives to desktop search hit the market. That could explain why airlines like Spirit just announced that travelers would soon be able to book a flight via texting starting in September, and why airlines like United are looking into similar mobile chat functions.

Bottom Line

Saving for travel is a long-term goal and a top priority for this up-and-coming generation. As they grow in their careers and ultimately command higher salaries (and bigger mileage accounts), those one-time, back-burner dream trips may become a reality. Likely, members of Generation Z will be willing to shell out big bucks to check items off the bucket list. But, all those years spent searching for competitive rates and cheap flights will equip them well to spot deals, stretch their budgets and maximize their miles as they explore the world.

Screen and Reveal

Gen Z Statistics

LAST UPDATED: May 11, 2023

Ivan Blagojevic

Millennials might be one of the most powerful age groups; however, a new generation is stepping onto the stage. Gen Z comes with many preferences that differentiate this age group from everyone else, millennials included. People born between 1997 and 2012 belong to a group destined to leave a long-lasting impact on the planet. Gen Z statistics show that this group comprises young and open-minded individuals, creative, independent, and most of all, fully digital.

Here are some stats we have compiled for you to let you in on the secrets surrounding this generation and their behavior, habits, and perceptions. 

Gen Z Statistics (Editor’s Choice)

  • Generation Z comprises 27% of the total US population. (Insider Intelligence)
  • Over one-third of Generation Z are not religious. (Survey Center on American Life)
  • Only 45% of Gen Zers report they have very good mental health. (AECF)
  • 87% of Gen Zers in the US said they are worried about the environment. (AECF)
  • 65% of Gen Z consumers have increased their use of social media in the last few years. (SproutSocial)
  • 70% of high schoolers want to follow their own path in education. (Lead Squared)
  • 74% of teenagers spend their free time online. (Thrive My Way)
  • Gen Z accounts for $43-$44 billion of direct spending. (Trifecta)

General Statistics About Gen Z

1. generation z comprises 27% of the total us population. .

The Generation Z year range spans from those born after 1996 up to those born in 2012. It’s following Millennials as the largest emerging group of consumers; however, more tech-addicted and social justice fanatics. It’s the youngest, and most ethnically diverse generation in the US, that grows with technology and the internet, using it all the time in their daily lives. 

(Insider Intelligence)

2. 52% of Gen Z in the US are non-Hispanic white. 

This is a bare minimum difference from other ethnicities, considering the previous generations. Generation Z statistics suggest that they are the most racially and ethnically diverse bunch. One in four Gen Z individuals in the US are Hispanic, 14% are Black, while 6% are Asian. Other races comprise 5% of this age group. 

(Pew Research)

Percentage of Gen Z in the US Based on Ethnicity and Race

3. 51% of Gen Z think they are more creative than their predecessors. 

Those are one of the most creative generations. Some 77% of individuals from this age group like doing creative activities, like painting. 48% claim they regularly do this kind of activity, for instance, meme creation, while online. 

Generation Z Religion Statistics

4. over one-third of generation z is not religious. .

According to the latest research on religion in America, each generation seems to be less religious than the one before it. So if we compare Gen Z versus Millennial groups, we can confirm that this group is not quite religious as its predecessors. 

(Survey Center on American Life)

Religious Affiliation Among Different Age Generations in the US

5. 21% of American Gen Z individuals identify as atheist or agnostic. 

This compares to 15% for millennials. While Gen Z religion statistics indicate that many from this generation identify as non-religious, it doesn’t necessarily mean atheist, with some maintaining a cultural affiliation to a particular religion and others creating their own form of spirituality. 

(Pacific Standard)

6. 40% of Gen Z members in the US attend church weekly. 

Participation in formal religious activities is not one of the common Gen Z traits. On the contrary, it’s much less popular among young people than it was for the older generations. So 57% of baby boomers claim they attended religious ceremonies once a week during their childhood. About 45% of millennials could confirm the same. 

7. 74% of those belonging to the Gen Z generation said they no longer identified with their formative religion when they were 17 or younger. 

Gen Z religious statistics show that around three-quarters of young Americans (18-29 years old) stopped identifying with their religion at 17 years old or less. Moreover, 26% left before their teenage years. For previous generations, it was more typical for them to leave religion when they were in college or older. 

Generation Z: Mental Health Statistics

8. only 45% of gen zers report they have very good mental health. .

Based on the APA’s stats, one of the most common Generation Z negative characteristics is the abundance of stress. Less than half of surveyed individuals claimed they had excellent or very good mental health. On the other hand, all other generations registered better results. Gen Z seems to be the most depressed generation in history; however, they are more likely to seek out therapy. About 37% of them said they have visited a mental health professional, much more than other generations. 

Mental Health Status per Generation

9. 57% of Gen Zers versus 45% of all adults claim deportation of immigrants and their families is a source of significant stress for them. 

In line with the Gen Z stress statistics, members of this group tend to feel more stressed than other adults about the stuff in the news. For example, the separation of immigrants and their families and deportations bother them a great deal (57% vs 45% for all other adults). Similarly, sexual harassment and assaults cause significant stress to them (53% vs 39% for all other adults). 

10. 48% of LGBTQ members of Gen Z claim they were unable to receive mental health counseling in 2020. 

Although most Gen Zs are less prone to stigma about mental health issues, there are some leftovers in this sense, still bothering these individuals. So a report from 2021 reveals some devastating Generation Z stats. Namely, suicide attempts among LGBTQ Gen Zers were lower among those who managed to change their name or gender on their documents. Further, they were lower for those whose pronouns were respected or who accessed places that reaffirmed their sexuality and gender identity. That said, some 42% of LGBTQ Gen Zers considered a suicide attempt in 2020. 

(Medical News Today)

11. One in four members of Gen Z feels emotionally distressed. 

About 25% of young people belonging to this group feel poor emotionally. Gen Z mental health statistics reveal that this is almost double the Millennials (13%) or Gen X (13%). Moreover, it’s triple more than baby boomers (8%). COVID-19 hasn’t actually improved the situation, rather, it has made it worse. 

12. Nine in 10 adults from Gen Z experienced at least one emotional or physical symptom of stress. 

Roughly 91% of Gen Zers feel some symptoms of stress. Namely, 58% felt depressed, and 55% lack of motivation and energy, Generation Z depression statistics indicate. Only half of them actually feel like they do sufficient to handle this stress. 

13. 58% of Gen Z have two or more unmet social needs. 

One of the common characteristics of Generation Z is that they claim to have at least several unmet social needs. In fact, it’s more than any other generation before them. Only 16% of people from these generations claim the same. These often include food, housing, transportation, education, employment, income inequality, safety, and so on. As a result, these unmet needs result in poor mental health, or people with poor mental health are more likely to report these needs as unmet. 

14. 54% of Gen Z women feel stressed all or most of the time. 

Gen Z mental health stats show that compared to men, Gen Z women feel more stressed in general. Unlike women, only 39% of men from this age group feel stressed all or most of the time. 

15. 53% of  Gen Zers think discrimination based on mental health often happens in their country. 

Over half of surveyed members of this generation feel like the state of someone’s mental health is the reason for their discrimination. 50% of millennials also agree with this statement. 

Gen Z Political Statistics

16. half of the oldest members of gen z said that someone from their household had lost a job during coronavirus. .

Millennials came of age during the Great Recession, but Gen Z have come into a strong economy with significantly high unemployment. On top of that, COVID-19 has shifted the political, economic, and social landscape of the country, and now Gen Z stands before the uncertain future. Despite that, Gen Z behavior is positive toward progressive forces; they are pro-government and consider the growing ethnic diversity in the country a positive thing. Moreover, out of all generations, they are least likely to consider the US superior to other countries. 

17. 65% of those between 18 and 24 years old voted for Biden in the 2020 elections. 

A record number of Americans voted in the 2020 presidential elections. Similarly, a record-high number of votes went to Joe Biden, who received 5.5 million more votes than Donald Trump. Biden received 11% more votes from GenZs than from any other generation, from the Generation Z political statistics show. 

18. 87% of Gen Zers in the US are worried about the environment. 

Before the pandemic, Amnesty International conducted a poll on a sample of 10,000 Gen Z individuals worldwide to determine what they consider the most important issues. Global warming garnered the highest number of votes (41%). As many as 93% of them meanwhile think brands have an obligation to take a stand on environmental matters. 

Generation Z Social Media Usage Statistics

19. 65% of gen z consumers have increased their use of social media in the last few years. .

Gen Z social media usage has been growing exponentially over the last few years. It is one of the generations that is extremely present online. As a result, 45% of individuals from this group expect it to continue over the next couple of years. 

(SproutSocial)

20. 80% of Gen Z on social media follow at least one influencer. 

According to Gen Z social media statistics, influencers play an important deal for this generation. In fact, representatives from this age group follow at least one across multiple platforms, including TikTok, YouTube, or Instagram. 

21. One in 10 people fails social media screening, especially in the millennial and Gen Z age groups. 

By oversharing on social media, Gen Z and millennials risk failing future social media background checks by employers. These two are especially sensitive groups due to the combination of the inexperience of youth and the permanence of the Internet. 

Gen Z Education Statistics

22. 50% of more gen zers are open to something more than 4-year college. .

The majority of today’s students are Generation Z born between the mid-1990s and early 2010s. These digital natives have higher expectations of schools’ technical savvy and more preferences for their college experience. 

(Lead Squared)

23. 70% of high schoolers want to follow their own path in education. 

Gen Z education stats show that students today are strong in their opinion that they have to forge their own path in education. Less than one-quarter agree with the traditional form of four-year college education and that it is the only road to a good job. However, there are many obstacles, including how to complete non-traditional education verification. 

24. Almost 75% of surveyed high school students claim that paying back student debt is their highest worry. 

Gen Zs are hesitant when it comes to taking up loans to complete 4-year traditional college degrees. They need more time to evaluate their needs and interests, and their aversion toward student loans is more than apparent. Gen Z college statistics show that up to one-third say the financial fallout from the pandemic will sway them away from pursuing a 4-year degree.

25. 86% of Gen Z believe that colleges should have social media accounts. 

One of the things Gen Z does is interact with educational institutions online via social media. Instagram has emerged as this generation’s preferred platform, while the use of Facebook continues to decline. 

Gen Z Online Shopping Stats

26. over 30% of gen z and 36% of millennials plan to shop less in brick and mortar stores. .

In line with the latest Generation Z trends and millennial spending statistics , a lot of members of these groups will shop more online in the future. For these two, ecommerce is more attractive than ever, with 28% of Gen Z and 24% of millennials saying they shop online more often. 

27. 52% of Gen Z named price comparison as one of the top online shopping benefits. 

Unline Gen Zers, for Millennials it’s more about the convenience (55%), Gen Z shopping online statistics indicate. Social media is a big influence on online shopping, so 64.2% of Gen Z said that they get their inspiration on Instagram. Compared to them, 39.1% of millennials claim the same. Moreover, Gen Z would more likely pay for sustainable fashion (41%), while 73.9% of millennials think it’s important that brands are supporting diversity and equality. 

28. Only 19% of Generation Z are willing to buy on credit. 

According to the Gen Z consumer trends, most of them witnessed their parents enduring financial struggles during the Great Recession in 2008. As a result, they are economical and sensitive to prices, Gen Z shopping statistics indicate. Only some 19% are ready to buy on credit, as opposed to millennials, where 30% are willing to do so. 

29. 68% of Gen Zs want brands to contribute to society. 

Gen Zers are more inclined to sustainable shopping in every sense. So they want their brands to help society. Moreover, 61% would rather choose a brand that treats their personal info with more responsibility. That’s why 75% of Gen Z customers prefer Amazon over Walmart and eBay when shopping online. 

(Thrive My Way)

Gen Z Travel Statistics

30. gen z travels for approximately 29 days per year. .

Although Gen Z spending power allows this generation to travel more often than some earlier generations, Millennials remain at the top as the generation that travels most. For reference, they spend 35 days per year traveling. Gen Z travels more than baby boomers and Generation X and is slowly catching up on the millennials. When it comes to international travel, over half of Gen Z plan to travel like this, compared to 35% of millennials. 

(Hotelmize)

31. Among Gen Z, value for money is the top reason for choosing a destination, with 47%. 

In line with the latest survey on Generation Z travel, statistics reveal interesting results on what drives Gen Z to choose a destination. Similarly, one in three Gen Z respondents said that they would most likely choose a four or five-star hotel. Some 30% would choose the budget hotels. 

(Travel Agent Central)

Top Three Reasons for Choosing Destination Among Gen Z

32. 38% of  Gen Z travelers consider unique experiences to be a must-have thing on vacations. 

Generation Z is not so eager, such as millennials for unique experiences on vacation for it to be great. Namely, 48% of millennials claim that this is essential for a vacation to be put on a ‘best even’ list. This compares to 38% for Gen Z. 

Gen Z and Technology Statistics

33. 95% of gen z own a smartphone. .

This generation is full of digital natives. Generation Z and technology go hand in hand almost all of the time.

(Jason Dorsey)

Device Ownership Among Generation Z

34. 74% of teenagers spend their free time online, Gen Z technology statistics show. 

Most Gen Z’s spend their time online. About 28% of them use the Internet to learn new things. The average Gen Z user streams 23 hours of videos a week. 

35. 66% of Generation Z uses several devices at a time. 

In fact, one in five teenagers recycles electronics. However, if they have to choose one device over another, 75% of Generation Z prefer smartphones to desktop computers. 

Gen Z  Workforce Statistics

36. gen z accounts for a small part of the us workforce, only 11.6% in 2020. .

Generation Z workforce is still relatively small, considering that the oldest from this group is only 24 years old. However, with them growing up, they might be as much force as their predecessors, millennials in the workforce statistics indicate. 

(Great Place to Work)

37. 38% of Gen Z find work-life balance extremely important. 

Returning focus on some traditional components of work like health insurance and salary is one of the main traits of Gen Z in the workplace, statistics show. Namely, other than work-life balance, 58% would work more during weekends and nights if it gets them more pay. For 65%, salary is important, while 70% name it one of the top employee benefits. Also, 70% claim that health insurance is necessary for them to apply for or stay in the job, employee retention statistics reveal. 

38. 83% of surveyed Gen Z individuals claim that a company’s values are what makes a difference for them. 

The Gen Z work ethic is tied to the company’s values. Namely, most of them prefer to work for a business that is committed to inclusion and diversity. Employee engagement statistics show that companies that work hard on being a good place to work for everyone have a solid foundation for attracting fresh talent. 

39. Onboarding has decreased anxiety levels for 62% of new Gen Z employees. 

Onboarding is a vital factor for Generation Z in the workplace, statistics confirm. Some 62% of them said that it equipped them with skills and resources to perform better at their job, employee onboarding statistics show. About 67% of Gen Z agree that it also made them feel welcome in the new company. 

Onboarding Styles Among Gen Z by Percentage

40. 29% of Gen Z has a very high entrepreneurial spirit index. 

It would seem that generation falls behind on entrepreneurial aspirations. For Generation X, those with a very high index are 33%, while for millennials, the number is 36%, millennial entrepreneurship statistics show. Only baby boomers underperform Gen Z with 25%.

Entrepreneurial Spirit Index by Generation

Gen Z  Statistics on Consuming

41. gen z accounts for $43-44 billion of direct spending. .

Thanks to Generation Z spending habits, teens directly affect $75 billion of discretionary spending. Moreover, they strongly influence over $200 billion worth of sales. Mostly, they spend on themselves. 

42. In 2021, there were 37.2 million digital buyers among the US Gen Z population. 

Gen Z spending statistics show that in 2021, about 78.7% of the Gen Z population bought something online. They are on the path to becoming the largest consumer group in the US. For example, predictions show that in 2025, 85% of the total Gen Z population will be digital buyers (55.5 million consumers).

43. Gen Z is on track to lose $10 trillion of life-cycle earnings due to COVID-19. 

Generation Z purchasing behavior could be under effect by the pandemic a great deal. The pandemic has put a break on their economic growth. The World Bank estimated that it would affect their financial future similarly to the Great Recession and millennials, Gen Z financial statistics reveal. 

(Business Insider)

44. 54% of Gen Zers in the US said they have been saving more since the pandemic. 

The spending habits of Gen Z have been curbed by the pandemic, resulting in more savings. While 38% said they opened an online investment account, 39% opened an online bank account. 

45. Gen Z’s disposable income in the US hit $360 billion in 2021. 

Gen Z income statistics show that this figure is a sum of what this generation of individuals earns from their employment ($263 billion), the income they generate from side jobs ($40 billion), and money from their parents ($57 billion). 

(Cision PR Newswire)

46. Gen Z’s credit score jumped 13 points between 2019 and 2020. 

For instance, in 2019, they had 641 points, while in 2020, it grew to 654, thanks to fewer missed payments than all other generations, among other reasons. Gen Z consumers are maybe inexperienced and new to the market, but they are showing promising signs on how to manage their credit, including using assistance from credit repair companies when needed. 

Gen Z Dating Statistics

47. 75% of surveyed gen z said they were not dating during the pandemic. .

A study on dating that comprised 45% of Gen Z demographics revealed interesting results. Most of the members of this group refrained from dating during the pandemic. For most, it was due to wanting to take time for themselves to figure out their needs better before going after a relationship. 

48. 85% of Gen Z said they have been sexually active since 18 years old. 

Gen Z sex statistics show that despite that, those between 20 and 24 years old were more likely to remain sexually inactive compared to Gen X and millennials. In fact, 15% said they were indeed sexually inactive, while only 6% of those from Gen X said the same about the time they were at that age. 

Generation Z Drug Statistics 

49. 23.6% of 12th graders use illicit drugs. .

The demographics of Gen Z are typically susceptible to substance abuse, in fact, more than other groups. Other than that, a report from the NIAAA suggests that over 4.2 million people between 12 and 20 have admitted to binge drinking. 

(Addiction Center)

50. Half of Gen Z and millennial workers have used drugs, alcohol, or prescription medication. 

A study from 2020 shows that these two groups are more likely to miss their job due to treatments for mental health. Gen Z typically struggles with substance abuse, Gen Z drug use stats show. Therefore, employers have to put a higher emphasis on pre-employment drug screening . 

(Business Wire)

51. 90% of substance use disorders begin in the teenage years. 

This puts Gen Z in a very sensitive place. For reference, one in six teens has used prescription drugs to get high or improve their mood. About 6% of parents confirm this, while 10% of teens admit it. Many say it’s due to Gen Z’s problem with loneliness or their obsession with social media. 

Wrapping Up

As Generation Z is stepping onto the stage as the new consumers, marketing, as well as employment strategies, are shifting. These are just some crucial Gen Z stats to help you navigate these new waters successfully. 

What years are Gen Z?

Based on the latest research by Pew Research Center and general consensus, those aged 10 to 25 belong to the Gen Z range. These are individuals born between 1997 and 2012.

(Beresford Research)

When did Gen Z start?

Marking a clear border between two generations is hard. Although they have some approximate boundaries in terms of years when one ends and another begins, it’s not an exact science. Gen Z stats generally take 1997 as the year when the first Gen Z individuals were born. 

(Pew Research Center)

What’s the next generation after Gen Z?

Since the alphabet ends with Z, but there are more generations coming our way, author Mark McCrindle coined the name Generation Alpha. This age group comprises all born between 2012 and 2025 and is on the path to being the most educated, tech-savvy, and wealthiest generation so far. 

Why is Gen Z called Gen Z?

Despite the common belief that the Z in this term stands for something particular, it’s not the case. Instead, this term is supposed to differentiate them from Generation X and millennials who were for some time referred to as Generation Y. Stats about Gen Z confirm this, indicating that this stands for nothing specific. 

(Flashmode)

How many Gen Z are there?

This is one of the largest generations ever. For instance, solely in Australia, they comprise 20% of the population. Globally, this percentage rises to nearly 30%. That means that there are about two billion individuals worldwide belonging to this group. 

(McCrindle)

How is Gen Z different from other generations?

Based on the Gen Z statistics, one crucial difference that sets these individuals apart from other groups is that they have grown completely in the digital world. From the very beginning, they are adapted to the mobile-first and have more knowledge of technology than older generations can’t boast. As a result, they have higher standards on how they spend their time on the Internet.

Sources: Insider Intelligence , Pew Research , HubSpot , Survey Center on American Life , Pacific Standard , AECF , APA , Medical News Today , McKinsey , Deloitte , CNBC , AECF , SproutSocial , Earthweb , Good Egg , Lead Squared , Kibo , Apptus , Thrive My Way , Hotelmize , Travel Agent Central , Jason Dorsey , Great Place to Work , Workest , Continu , Statista , Trifecta , Business Insider , Cision PR Newswire , CNBC , BBC , Newsweek , Addiction Center , Business Wire , Beresford Research , Pew Research Center , AIHR , Flashmode

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Asian millennials and Gen Z, with their ‘hyper heightened’ focus on experiences, are changing the region’s travel market

gen z travel statistics 2022

Gen Z and millennial tourists will make up half of all travelers in the Asia-Pacific region, the fastest growing region for travel, by 2025, says Todd Handcock, the global chief commercial officer and Asia-Pacific president for Collinson, which operates the Priority Pass airport lounges. 

But this new generation of tourists wants something else from their travel. These two groups have a “hyper heightened focus on personalized value-added experiences,” according to Collinson’s customer engagement report. Younger travelers are thus more likely to value benefits such as spas or sleeping pods at the airport, treating time spent waiting for flights as part of the overall travel experience.

According to a Collinson survey in September, cashback and points remained the most popular financial rewards for Gen X travelers while Gen Z and millennials showed a preference for experiential-driven travel rewards.

Other industry research suggest Gen Z and millennial travelers are more likely to favor nature-based or cultural experiences when traveling. Travelers from these two cohorts are also more likely to be influenced by social media as opposed to search engines or travel guides.

By comparison, Gen X travelers travel less frequently and are more willing to pay for luxury, according to industry research. These tourists may also be traveling with family, and so may look for family-friendly options or activities that are suitable for children.

Collinson runs over 1,500 airport lounges and travel experiences in 600 different cities, and partners with banks, airlines and hotels to offer consumers access. “If you take a look at our geographic coverage, we have probably more insight than any other airline and hotel group, bar [Marriott] Bonvoy,” Handcock says. 

Passengers trying to enter Collinson lounges need to show their boarding passes and a membership card, giving the company information on where people are going, and how they became a Priority Pass member. (Handcock says the company is “tight on privacy rules and very protective of our clients’ data.”)

Air travel in the Asia Pacific is largely back to pre-pandemic levels, he says, based on a 17% increase in lounge visits, driven by millennials and Gen Z, for the current quarter compared to the same period in 2019. 

India and China

India and China are “significant markets,” Handcock says. 

China has lagged behind the rest of Asia when it comes to international air travel recovery. Fewer flight options, which may also result in higher prices, coupled with visa backlogs and restrictions have often been cited by the travel industry as possible reasons for the slower rebound. (Domestic travel, on the other hand has surpassed pre-COVID levels, with industry figures not seeing a slowdown)

Yet data from the recent Lunar New Year holiday suggest that new visa-free initiatives from nearby countries like Singapore, Malaysia and Thailand could be encouraging Chinese tourists to travel internationally again. China saw some 13.52 million inbound and outbound trips during the holiday, which is 2.8 times more from the same holiday period last year, according to the National Immigration Administration. Fliggy, a travel platform owned by Alibaba, noted that outbound travel hit a four-year high.

Handcock notes that Collinson is starting to see more inbound travel to China as well, suggesting that international travelers are now more confident to visit China. Beijing, for its part, has been trying to make it easier for people outside of China to visit. It unilaterally granted citizens from Thailand, Malaysia, and 11 different European countries visa-free access to the country,

“China has not fully recovered but we’re seeing significant growth both from a domestic as well as an inbound perspective,” Handcock said.

Handcock is more effusive on India’s potential, citing government policy, a rising middle-class, and Collinson data pointing to a burgeoning air travel sector. 

“Our 2023 lounge visit data has seen a 56% year-on-year increase in outbound traffic from India,” Handcock says. India is expected to have about 5 billion aggregate trips annually by 2030, and travel expenditure is expected to grow to $410 billion by 2030, according to a study released by Booking.com and McKinsey & Company in October.

The top destinations for outbound India travel, based on Collinson’s data, are the United Arab Emirates, Thailand, Vietnam, Malaysia, and Indonesia.

The Indian government is encouraging more investment in its aviation industry, with the Modi administration saying that the government would spend 980 billion Indian rupees ($11.83 billion) by 2025 to build new airports and modernize existing ones.

Indian carriers are also expanding their fleets. The newly-privatized Air India ordered 470 planes from Boeing and Airbus in February 2023. Also last year, Indian airline IndiGo ordered 500 Airbus planes at the Paris Airshow, the largest single purchase agreement by any airline in commercial aviation history.  

Fortune is hosting the inaugural  Fortune Innovation Forum  in Hong Kong on March 27–28. Experts, investors, and leaders of the world’s largest companies   will come together to discuss “New Strategies for Growth,” or how companies can best seize opportunities in a fast-changing world.

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The number of U.S. adults who identify as LGBTQ+ doubled in 12 years, new poll shows

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People participate in the New York City Pride Parade on Fifth Avenue in New York on June 26, 2022. Michael M. Santiago/Getty Images hide caption

People participate in the New York City Pride Parade on Fifth Avenue in New York on June 26, 2022.

The number of American adults who identify as LGBTQ+ has more than doubled in the last 12 years, according to new polling from Gallup .

The latest results show that 7.6% of U.S. adults now align themselves with the LGBTQ+ community — up from 3.5% in 2012, when Gallup started collecting this data. Compare that to four years ago, when the figure was 5.6%.

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The latest findings continue a trend showing that the number of LGBTQ+ American adults has increased every year the analytics company has collected such metrics.

"Increases in LGBTQ+ identification in recent years have occurred as members of Generation Z and the millennial generation have entered adulthood," according to the study.

"Adults in these younger generations are far more likely than those in older generations to identify as LGBTQ+."

Each younger generation is about twice as likely as the previous generation to identify as LGBTQ+, and more than one in five Gen Z adults — age 18 to 23 during the data collection period — identify as LGBTQ+.

Gallup collected its 2023 data through telephone surveys with more than 12,000 Americans 18 or older.

Of the respondents, 85.6% said they were straight, 7.6% identified with one or more identifiers within the LGBTQ+ community, and 6.8% of those surveyed declined to respond, Gallup said.

The data found that bisexual adults made up the largest proportion of the LGBTQ+ community, with 4.4% of U.S. adults and 57.3% of LGBTQ+ adults reporting that they are bisexual.

Women are twice as likely as men to identify as LGBTQ+, a data point that does not account for the nonbinary population, Gallup noted.

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Many lgbtq+ women face discrimination and violence, but find support in friendships.

"There are not sufficient cases to provide precise estimates of LGBTQ+ identification among nonbinary Americans for 2023 alone, but combined data from 2022 and 2023 indicate that about 80% of nonbinary adults identify as LGBTQ+, with one-third being bisexual and one-third transgender."

About one in eight LGBTQ+ adults are transgender, Gallup said — or less than 1% of the total American adult population.

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The socially conscious generation prioritizes mental health, sustainability, and racial equity, while shaping consumer habits with a tech-savvy approach

gen z travel statistics 2022

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Born between 1997 and 2012, Gen Z represents about 20% of the US population as of 2023, per the US Census Bureau. In 2021, Bloomberg cited data from Gen Z Planet estimating the cohort had $360 billion in buying/spending power, a number which has most certainly grown as more and more Gen Zers join the workforce. 

In this guide, we explore what Gen Z cares about, where they spend their time online, and how they shop so marketers can reach this valuable target audience. We also delve into their banking and payment habits and how they’re shaping the financial services industry . 

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Gen Z stats and demographics: Who are Gen Z consumers?

Gen Z (or Generation Z) grew up with rapid digital changes. As teens, Gen Zers experienced the boom of smartphones, wearables, and virtual assistants, among other disruptive tech. This immersion makes them open to integrating new technology into their lives.

  • Gen Z is already using AI in their daily lives. Some 61% have positive attitudes toward AI-generated content on social media, according to EMARKETER’s July 2023 US Gen Z Social Media survey featured in the US Digital Habits by Generation report. They see AI as a handy tool for simplifying tasks like essay editing, checking code, and travel planning.
  • They’ve also embraced the overlap between media and technology, using multifunctional devices that promote simultaneous use, which makes what Gen Zers consume more important than where, per EMARKETER’s Gen Z Technology and Media Preferences report. 

Gen Z characteristics: What does Gen Z care about? 

Gen Z consumers have strong opinions about the world they live in—and they aren’t afraid to voice them. Gen Zers are known for their social responsibility, dedication to social and political issues, and their demand for authenticity when it comes to brands and advertising. 

  • 53% of US Gen Zers want brands they shop at to support mental health , more than any other cause, according to a survey from ICSC and Big Village. Environmental causes (including climate change and sustainability) and racial and gender equity tied for second place with 47% each.
  • Gen Z also wants brands to support LGBTQ+ rights (like same-sex marriage) and political activism, per ICSC and Big Village. 
  • However, while Gen Zers do care about the environment, they are also mostly teens or young adults and have to be choosy with how they spend their money . 
  • “We have to care, because we’re the ones that are going to be here for the next 70 or so years. We’re going to reap the benefits—and possible consequences—[of our actions now],” said Gen Z panelist Clay Lute during a June 2023 CommerceNext event in New York City. “But when it comes to a budget … we don’t have the money that some of the other generations have.”

Values that Gen Z wants companies to support

Gen Z’s interest in sustainability has contributed to growing resale volumes (which EMARKETER forecasts will reach $108.64 billion in 2024), particularly when it comes to fashion . 

  • 61% of Gen Z shoppers will they look for an item secondhand before buying it new, per thredUP’s second annual Impact Report.
  • Over half of Gen Z shoppers are more likely to shop with a brand that offers secondhand apparel and new items.
  • Fashion online resale platform sales will total $13.68 billion in 2024, per a December 2023 EMARKETER forecast, thanks in part to Gen Z’s interest in platforms like The RealReal or Poshmark .

Gen Z marketing: Where does Gen Z spend time online?

Gen Z has fully embraced the blending of media and technology, which is explored in EMARKETER’s Gen Z Technology and Media Preferences report. The seamless connectivity between devices allows Gen Zers to engage in multiple activities simultaneously, making what they consume more important than where they consume it. 

Gen Zers are more likely to cite streaming video, streaming music , and playing video games as daily activities compared with the general adult population, per a May 2023 Morning Consult survey. They’re also less interested in traditional TV and listening to the radio.

  • Roughly 94% of Gen Z will stream video in 2023, per an EMARKETER forecast, with YouTube and Netflix as the top free and paid platforms, respectively.
  • Podcasts are also gaining popularity among Gen Zers, with podcast listening projected to rise significantly by 2027. 
  • Gen Z is all about gaming, showing higher engagement rates compared with previous generations. This generation’s media habits reflect a clear shift toward digital experiences and interactive content.

Select daily media activities gen z vs adults 2023

However, having endless options for entertainment at their fingertips has also impacted attention spans.

  • It takes just 1.3 seconds for Gen Z to lose active attention for ads —less time than any other age group, according to a global study by Yahoo and OMD Worldwide. 
  • This means that branded content needs to grab their attention immediately, or risk being passed over for something else. 

What’s the role of social media in Gen Z’s lives? 

Social media is Gen Z’s primary outlet for sharing thoughts, seeking recommendations, and staying informed about current events. 

Instagram is the top choice for direct messaging among Gen Z users, according to EMARKETER’s July 2023 survey of US teens and adults ages 15 to 26, per EMARKETER’s Gen Z Social Media Preferences report. 

In addition to direct messaging, Gen Zers also favor Instagram for Stories, making it their primary social media platform for this feature. However, marketers shouldn’t overlook TikTok, as nearly half of Stories viewers reported watching them on TikTok in the past month.

For short-form video content, TikTok remains the preferred platform among Gen Z , with a majority of respondents indicating it as their go-to for short videos on social media. 

  • However, nearly half of respondents also reported viewing short videos on Instagram Reels and YouTube Shorts, signaling their preference for engaging with various platforms.
  • But when it comes to long-form video content, YouTube claims the top spot among Gen Zers . TikTok is gaining traction, with the platform even beginning to test 15-minute videos. 

When it comes to livestreaming (i.e., the real-time broadcasting of audio and/or video content over the internet for an audience to watch as it happens), Gen Z chooses TikTok over Instagram, although YouTube remains the ultimate leader in this arena.

Across all platforms, authenticity is key to engaging with Gen Z .

  • “Gen Z is definitely very direct,” said Megan Brophy, vice president of marketing at Abercrombie & Fitch, speaking at The Lead Innovation Summit in July 2023. “They’re very transparent. They want realness. They want authenticity.” Advertising for Gen Z can be “messy” and “chaotic” as a result, according to Brophy.
  • She noted that Abercrombie & Fitch’s approach to influencer marketing is finding creators that already wear Abercrombie apparel, which appeals to Gen Z’s desire to see real people giving them recommendations. 

How do Gen Z consumers discover and buy products?

Social media and influencer marketing play a major role in Gen Z’s purchasing journey, but more traditional channels like in-store and ecommerce are also shaping how they buy, per EMARKETER’s Gen Z’s Path to Purchase report. 

  • Social media plays an important role in discovery , particularly when it comes to beauty, clothing, and health and personal care products, EMARKETER’s survey found. However, they also discover products by shopping in-store and talking to friends and family.
  • Gen Z’s favorite social networks for shopping discovery are TikTok and Instagram. Gen Zers usually watch videos and engage with influencer content creations to find new products and brands.
  • Gen Z shoppers are more likely to discover new items directly on brand websites than older shoppers, but less likely to find products via third-party retail websites and apps.
  • Gen Zers are more cautious with their purchase decisions and are less likely to make impulse purchases than older generations. 
  • Despite the influence of digital, Gen Zers are still making purchases in-store, even in categories where social plays an outsized role in discovery. 
  • TikTok and Instagram are the most popular platforms for social commerce, according to EMARKETER’s July 2023 US Gen Z Social Media survey, as they offer convenient access to user reviews and comments.

Consumers who have seen an item through select types of shoppable ads

How is Gen Z shaping the banking and financial services landscape? 

By 2027, 97.0% of Gen Zers will be mobile banking users, the highest proportion across all generations, per EMARKETER’s April 2023 forecast. To capture Gen Z customers, banks need to understand how the demographic differs from older generations. 

In reaching Gen Z, social media (both paid and organic) proves more impactful than traditional advertising for raising awareness of bank products, per EMARKETER’s US Banking Consumer Habits 2023 report.

  • Gen Zers assign little value to most forms of ads, yet they are the most inclined generation to utilize social media for bank research, with 38.1% engaging compared with the cross-generational average of 22.1%, per EMARKETER’s November 2023 US Banking Consumer Habits survey.
  • During the consideration phase, banks find themselves competing with user-generated content on social media for Gen Z’s attention. 
  • Approximately 22% of Gen Zers regard influencer content as their most trusted source of banking-related information on social platforms—matching the proportion who trust banking ads the most.

Building trust is essential to attract Gen Z customers, but banks cannot afford to assume it. 

  • A majority (52.5%) of Gen Zers state that they would opt for a trusted brand when selecting a new banking product or service, with only 15.8% willing to explore other options. 
  • However, the proportion of Gen Zers who regard their current bank as the top provider they’d choose based on trust alone is notably lower than that of consumers overall.

Gen Zers may be interested in experimenting with new payment options, but traditional card-based payments still play a major role in how they make purchases, per EMARKETER’s Gen Z Consumer Payment Habits report. To appeal to Gen Z’s spending habits, providers need to offer payment options that match their preferences.

  • Nearly 20 million Gen Zers will adopt proximity mobile payments by 2027, hitting 46.2 million and surpassing millennial users, per EMARKETER’s forecast. 
  • Still, traditional card-based methods continue to power Gen Z payments. Debit, in particular, debit was cited by 57.2% of Gen Z consumers as their preferred payment method, per the Federal Reserve. 

Gen Z’s early embrace of mobile wallets will drive the technology’s overall adoption. 

  • By 2027, 72.1% of US smartphone users will be mobile wallet users, per EMARKETER’s forecast. 
  • But Gen Zers are higher adoptors: 84.5% made a payment using their phone in 2021, according to the Federal Reserve.

Gen Zers are also ahead of the curve on buy now, pay later (BNPL) . 

  • While a third (31.3%) of US consumers will be active users in 2023, Gen Z will lead the pack at 46.7%. 
  • But to realize BNPL’s full potential, providers must get Gen Z to use the service in-store. By the end of 2026, brick-and-mortar will still account for $4 of every $5 spent in retail, per EMARKETER’s forecast.

US adults who used BNPL to make a purchase 2023

What generation is after Gen Z?

Gen Alpha is the generation after Gen Z. Per EMARKETER’s Gen Alpha guide : Gen Alpha is the first generation born entirely in the 21st century. The number of Gen Alphas is expected to reach 2.2 billion worldwide by the end of 2024, according to marketing agency Razorfish. By 2025, there will be more Gen Alphas than baby boomers. Many believe Gen Alpha will be the largest generation. In the US, the estimated 45.6 million children that make up Gen Alpha are already more diverse than the general population.

Defining the generations: What are the other age cohorts? 

  • Gen Alpha: Born between the early 2010s and 2024. The second generation of digital natives, Gen Alphas have never been without smartphones or social media. They are drawn to authenticity, interactivity, and gamification. 
  • Zalpha: Someone born on the cusp of Gen Alpha and Gen Z that shares traits of both generations. 
  • Gen Z: Born between 1997 and 2012. A socially conscious generation that prioritizes mental health, sustainability, and racial equity, while shaping consumer habits with a tech-savvy approach. 
  • Zillennial: Someone born on the cusp of Gen Z and millennials that shares traits of both generations.
  • Millennial (Gen Y): Born between 1981 and 1996. Millennials grew up during the dawn of the internet and have quickly embraced technologies like social media and smartphones. Millennial consumers are drawn to ease and convenience. 
  • Gen X: Born between 1965 and 1980. They are characterized by their independence, skepticism toward authority, affinity for technology, and preference for authenticity in brands and marketing messages.
  • Baby boomer: Born between 1946 and 1964. They have a strong work ethic, traditional values, brand loyalty, and significant influence on consumer trends and societal norms.

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Gen Zers and Millennials Travel More for Leisure in America

Sponsored by booking.com.

In the United States, more than half of Gen Z and millennial consumers are considered to be “frequent” leisure travelers. This is defined by taking three or more trips per year. Furthermore, close to a third of each demographic takes 1-2 trips annually, leaving less than a fifth taking no trips at all.

Among the Gen X and baby boomer age groups, frequent travel is enjoyed by fewer numbers of consumers than seen among younger people. A quarter or more of respondents in these age brackets reported taking no leisure travel at all over the course of a year.

Description

This chart shows the frequency of leisure travel in the United States, broken down by generational cohort.

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Infographic: Gen Zers and Millennials Travel More for Leisure in America | Statista

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IMAGES

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  21. 51 Gen Z Statistics for 2022

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  27. Gen Zers and Millennials Travel More for Leisure in America

    Christopher Ledsham , Jul 27, 2023. In the United States, more than half of Gen Z and millennial consumers are considered to be "frequent" leisure travelers. This is defined by taking three or ...