Despite the economic downturn, Generation Z is still spending money on trips and traveling more and more.
According to data from Morning Consult, one of the fastest-growing tech companies in North America, more than 50% of Generation Z or Gen Z (born between 1997 and 2012) in the US are frequent travelers , regardless of income. In 2022, each person will take at least 3 trips on average.
“Gen Z is being raised in a society where travel is a much higher priority than previous generations,” says Lindsey Roeschke, an analyst at Morning Consult.
A Gen Z family traveling to Fansipan. Photo: Lan Huong
Limited budget but love to travel
Roeschke said the hospitality industry should pay attention to this Generation Z. Because they "travel more than Generation X (born between 1965 and 1980) and are on par with Generation Y (born between the early 1980s and 1996) - the people the travel industry is interested in.
Unlike previous generations, Gen Z isn't waiting for a stable job, a high salary, or a large savings account to travel. Instead, they're looking for ways to travel within their budget, according to Morning Consult 's "Gen Z Travel Trends" report.
But that doesn’t mean Gen Z isn’t worried about costs. In a survey of more than 4,000 18- to 25-year-olds, about 76% said cost was their biggest concern when traveling. More than 66% of Gen Zers look for the cheapest options, and 46% expect their parents to help them financially. They’re also willing to cut back on other expenses to afford to travel, with 83% of respondents choosing this option.
A survey (comparing 2021 and 2022) by London-based Student Beans Media Company (UK) shows that the average spending per shopping trip of this generation has decreased for fashion (7%), technology (6%), food (12%) while spending on purchases per trip has increased by 60%. "Regardless of the cost of living crisis, nothing is stopping Gen Z from traveling," the report stated.
Why does Gen Z travel?
According to the Morning Consult survey, the top three reasons are relaxation, escape or get away, and spending time with family and friends. These are similar to the reasons previous generations wanted to travel, but the data shows they are motivated to travel to explore, improve their mental health, and experience more culture.
They also plan to travel longer, take more international trips, and are less interested in returning to one place multiple times.
What Gen Z cares about
They want more meaningful experiences on their trips. About 68% of respondents aged 18 to 25 said they were interested in learning about a new culture. Meanwhile, only 21% sought out nightlife in bars, pubs or parties.
"Not long ago, the focus for 18- to 30-year-olds was on partying and excitement. That's no longer the case," says Will Jones, Brand Director of StudentUniverse, a US-based travel services company.
They are also more concerned about social issues. 82% say a country's approach to things like LGBT rights would influence their decision to visit.
Generation Z and Millennials are also willing to spend more on accommodations with pools and pet-friendly accommodations. According to a report from luxury travel company Virtuoso, 56% of Generation Z are willing to spend more money with travel companies that are environmentally friendly.
How Gen Z plans
62% of Gen Z adults say they use technology to help save on travel costs, according to the "Travel Predictions 2023" by Netherlands-based booking app Booking.
They're not just traveling alone. Many are planning to bring their families along. "Travelers are being influenced by their children. I see a lot of mother-daughter or father-daughter trips and the kids decide where they stay and what they do," says Deborah Frank of Luxury magazine.
Anh Minh (According to CNBC )
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