The travel industry is constantly evolving, and at the forefront of this change is an influential new generation: Gen Z. Born between 1997 and 2012, this demographic already makes up one-quarter of the population and is poised to become an economic powerhouse, with their spending power projected to hit an astounding $12 trillion by 2030. For travel marketers, understanding Gen Z’s unique approach to travel planning, their priorities, and their digital-first mindset is not just advantageous—it’s essential for future success.

Gen Z is redefining travel. While they may not spend extravagantly on travel yet, their financial power is on a significant growth trajectory, making early loyalty-building crucial. They are frequent adventurers, averaging three leisure trips every year, and notably, they actively prioritize travel experiences over other traditional consumer goods and services. They’re also keen on “bleisure” trips, seamlessly blending business with leisure.

“Gen Z travelers are seeking more than just a destination, they’re looking for genuine connections and authentic experiences,” said Bridget Cerrone, Senior Travel Marketing Strategist with AMNY Travel & Tourism. “For us as marketers, this means shifting from simply selling a trip to showcasing the heart and soul of a place, ensuring every piece of content feels real and resonates deeply with their desire for true immersion.”

What truly sets Gen Z apart is their distinct mindset when it comes to travel planning and experiences:

• Authenticity and Immersion are Paramount: Unlike previous generations, Gen Z seeks deeper connections. A remarkable 70% actively look for off-the-beaten-path experiences that their friends and family haven’t discovered. They crave genuine engagement with local cultures, traditions, and communities, valuing real experiences from real people.
• Personalization is Expected: Gen Z travelers demand tailored experiences that cater to their individual interests. Whether it’s a customized tour of hidden gems or a personalized culinary journey, they appreciate itineraries that feel exclusive and uniquely designed for them.
• Digital Natives at Heart: Technology is deeply integrated into their travel journey. A significant 53% use social media platforms for leisure travel recommendations, and they’re increasingly opting for virtual tours and AI-powered recommendations over traditional search. They expect seamless digital experiences from planning to exploration.
• Influenced by Creators and Peers: While family and friend recommendations still hold weight, social media creators (influencers) have emerged as highly trusted sources of inspiration and recommendations. Creator content that goes viral within their social circles is the “holy grail” of influence.
• Inspired by Media: A substantial 70% of Gen Zers have been motivated to visit a destination after seeing it featured in a TV show, news source, or movie.
• Planning Habits: Despite being digital natives, they spend more time in the consideration stage, researching and planning their holidays for over four weeks on average, though they tend to book later (around 14 weeks before departure).

To effectively reach this influential demographic, travel marketers must adapt their strategies to align with Gen Z’s unique values and digital behaviors. This requires moving beyond traditional tactics to meet them where they are and speak their language.

“In order to capture Gen Z’s attention, we must meet them where they live – on social platforms, engaging with creators, and through seamless digital experiences, added Cerrone.  “It’s about being a valuable source of inspiration and information throughout their extensive research phase, building trust long before they ever click ‘book’.”

By understanding their expectations, you can craft compelling campaigns that truly captivate this crucial audience.

• Curate Authentic & Immersive Experiences: Go beyond tourist traps. Highlight unique local voices, insider tips, and culturally rich activities. Showcase the “real” side of a destination.

• Offer Hyper-Personalized Packages: Leverage data (especially zero-party and first-party data) to create tailored offers and itineraries that speak directly to individual preferences and past behaviors. Use dynamic content to make every interaction feel bespoke.
• Leverage Technology Seamlessly: Ensure digital-first engagement by offering mobile-friendly websites and booking platforms that provide seamless digital experiences, often utilizing apps, virtual tours, and interactive maps. Instant gratification is also part of the equation.  Streamline booking processes for quick confirmations and offer 24/7 customer support through chatbots or messaging apps, as Gen Z highly values convenience and efficiency.
• Create Shareable Moments: Design experiences with social media in mind. Encourage user-generated content (UGC) by creating photogenic spots and memorable moments. Prompt travelers to tag your brand and use specific hashtags to amplify organic promotion.
• Embrace Creator & Social Media Marketing: Partner with relevant travel creators whose content resonates authentically. Focus on platforms where Gen Z actively seeks recommendations (TikTok, Instagram, YouTube Shorts). Encourage sharing within their social circles.
• Focus on Sustainability: Promote your brand’s sustainable practices and eco-friendly options, as Gen Z often values conscious travel.
• Build Early Loyalty: Even if they’re currently budget-conscious, nurturing relationships now with relevant content and offers can secure their loyalty for more extravagant trips in the future.

Gen Z represents not just a segment, but the future of travel. Their demand for authenticity, personalization, and seamless digital experiences challenges traditional marketing approaches but opens immense opportunities for innovation. By truly understanding their motivations and adapting your strategy, travel brands can forge deep, lasting connections that translate into loyalty and growth.

At AMNY Travel & Tourism, we specialize in developing cutting-edge travel marketing strategies designed to connect with modern travelers, including the dynamic Gen Z audience. Contact us today to learn how our expertise can help you navigate this exciting frontier and build unforgettable campaigns.