Summary
- Gen Z travelers prioritize visiting new locations and trying new experiences, often spending more of their income on travel than older generations.
- Younger travelers are more likely to travel spontaneously and be influenced by peers, with price being a key factor when booking flights and accommodations.
- Socially responsible travel is important to Gen Z, who focus on sustainability and are willing to pay more for eco-friendly options.
Students worldwide are swiftly becoming a driving force in aviation and travel trends. Generation Z (Gen Z) travelers range between 12 and 27 and have become the largest population segment behind Millennials in the US. They also visit new places for different reasons and spend more compared to their predecessors.
Far-flung first-timers
Gen Z now accounts for one in five people in the United States, and they are making up for lost time traveling. One of the most significant differences is where younger travelers are flying. Expedia research uncovered the top reasons for booking travel are to visit new locations and try new experiences, with Gen Z and Millennials more likely to travel for these reasons than Gen X and Baby Boomers to travel for these reasons.
While seasoned travelers are more likely to plan travel based on family trips, summer vacations, or weekend getaways, Gen Z travelers are more likely to travel spontaneously and around special occasions like birthdays. Younger travelers are also more likely to be influenced by peers, with StudentUniverse finding that 89% of 18-25 year-olds in the US, the UK, Canada, and Australia discovered new destinations through TikTok.
Photo: Farknot Architect | Shutterstock
The trend to explore emerging destinations also extends to the other end of the traveling population. According to an AARP survey, nearly two-thirds (65%) of Americans over 50 planned on traveling this year, and they are visiting unique and off-the-beaten-path destinations than in years past. Around one-third (29%) of those travelers ages 50–59, 23% in their 60s, and 18% of adults over 70 reported booking travel to a new location.
Cost-conscious consumers
Younger travelers also spend a more significant portion of their income on discretionary travel than older Americans. According to data from Empower, 47% of US travelers plan to spend more on travel this year than they did in 2023. Gen Z travelers specifically want to spend more of their travel budget on experiences than other traditionally popular categories, such as dining.
Photo: Michael Gordon | Shutterstock
While price is a factor for all demographics, it is the number one concern among Gen Z travelers when booking flights and accommodations. A study from Hopper found that Gen Zers making less than $50,000 annually spend as much as 49% more on travel than older generations on the same income. Just over half of Gen Z travelers report deciding which travel brand to book with based on who has the lowest prices rather than a familiar brand.
Separately, Forbes found that only 65% of Gen Z and 70% of Millennials are members of an airline or hotel loyalty program, compared to 89% of Baby Boomers and 80% of Gen X.

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OAG’s 2024 North American traveler survey further reinforces this idea, revealing that only 65% of Gen Z and 70% of Millennials are frequent flyers.
How young people fund their travels is also evolving. Empower found that 17% of Gen Z and one in five Millennials are cutting back on personal savings contributions and major purchases like homes to save for trips. Almost half of those surveyed (45%) use extra money earned from side jobs, and around one-third use tax refunds, bonuses, travel rewards, or loyalty programs.
The one area where personal values outweigh the cost is socially reasonable travel. Gen Z travelers widely report prioritizing sustainable travel. Skift research found that 13% of Gen Z travelers said they would no longer travel by plane due to emissions, while 17% said they would pay what was needed for the most sustainable option.