Travel style of Generation Z

Despite the economic downturn, Generation Z continues to spend money on trips and is traveling more and more.

According to data from Morning Consult, one of the fastest-growing technology companies in North America, more than 50% of Generation Z (born between 1997 and 2012) in the US are frequent travelers , regardless of income level. In 2022, each person took at least three trips on average.

"Gen Z is being raised in a society where travel is a much greater priority than in previous generations," said Lindsey Roeschke, an analyst at Morning Consult.

A Gen Z family on a trip to Fansipan. Photo: Lan Huong.

Limited budget but love to travel

Roeschke said that service-related industries should focus on 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) – who are currently in demand in the tourism industry."

Unlike previous generations, Gen Z isn't waiting for a stable job, high salary, or large savings to travel. Instead, they're looking for affordable travel options, according to a Morning Consult report on "Gen Z Travel Trends."

But that doesn't mean Gen Z isn't concerned about costs. In a survey of over 4,000 people aged 18 to 25, about 76% said cost was their biggest concern when traveling. Over 66% of Gen Z look for the cheapest options, and 46% expect financial support from their parents. They are also willing to cut back on other expenses to save money for travel, with 83% of respondents choosing this option.

A survey (comparing 2021 and 2022) by London-based media company Student Beans indicates that average spending per purchase by this generation decreased for fashion (7%), technology (6%), and food (12%), while spending per trip increased by 60%. "Whether there's a cost of living crisis or not, nothing is stopping Gen Z from traveling," the report states.

Why do Gen Z travel?

According to a Morning Consult survey, the top three reasons for traveling are relaxation, escape or getting away, and spending time with family and friends. These reasons are similar to the travel desires of previous generations. However, the data shows that they are more motivated to travel for exploration, improved mental health, and cultural experiences.

They also plan to travel longer, take more international trips, and are less interested in returning to the same place repeatedly.

What Gen Z cares about

They want more meaningful experiences on their trips. Approximately 68% of respondents aged 18 to 25 said they were interested in learning about a new culture. Meanwhile, only 21% were looking for nightlife at bars, pubs, or parties.

Will Jones, Brand Director of StudentUniverse, a US-based travel service company, said: "Not so long ago, the focus of 18-30 year olds was partying and the hustle and bustle. That's no longer true."

They are also more interested in social issues. 82% said that a country's approach to factors such as LGBT rights would influence their decision to visit.

Generations Z and Y are also willing to spend more on accommodations with swimming pools and pet-friendly lodging. According to a report from luxury travel company Virtuoso, 56% of Gen Z are willing to pay more for travel companies that are environmentally conscious and proactive.

How Gen Z plans

According to Booking, the Dutch-based booking app, 62% of Gen Z adults say they use technology to help save on travel costs.

They're not just traveling alone. Many are planning to bring their whole family along. "Travelers are being influenced by their children. I've seen many trips with just a mother and daughter or a father and son and I know the kids decide where they stay and what they do on the trip," says Deborah Frank from Luxury magazine.

( By Anh Minh , according to CNBC )

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