Gen Z: Redefining Travel Through Values, Experience, and Technology

As travel habits shift across generations, Gen Z is quickly becoming a major force transforming the industry. Unlike older travelers, they’re not just looking for a getaway—they want meaningful experiences, cultural depth, and values-driven adventures. A recent TravelPerk report, drawing on 30+ key stats, offers a revealing look at how Gen Z is traveling in 2025—and what that means for the future of tourism.

More Travel, More Often

Gen Z is embracing travel at an impressive rate, taking an average of three leisure trips per year. 63% of Gen Z consumers made travel-related purchases within the past 12 months. But it’s not just about leisure—53% of Gen Z and Millennial professionals plan to travel for work, blending business with pleasure.

Spending and Social Influence

Travel spending is on the rise. A striking 65% of Gen Z travelers expect to spend more on vacations in 2025 compared to the previous year. On average, they spend approximately 10,000 euros annually on travel, outpacing all other generations.

Social media plays a central role in shaping Gen Z’s travel decisions. A whopping 88% follow at least one travel influencer on TikTok, and 45% say they trust influencer recommendations. In line with their digital-native habits, Gen Z prefers booking directly through online channels rather than relying solely on traditional agencies—though 38% still use travel agents.

What Drives Their Journeys?

Cultural curiosity is a defining trait of Gen Z travelers. Half report that experiencing local culture is a top motivator, while also valuing travel for personal growth, with nearly 75% planning a solo trip in 2025.
Gen Z is also pragmatic.

When it comes to choosing accommodations, 35% prioritize budget stays, opting for three-star hotels or lower. Yet luxury isn’t entirely off the table—comfort, safety, and affordability go hand in hand. Their top priorities when picking a destination are value for money (47%), affordable flights (45%), and safety (42%).

A New Kind of Vacationer

This is a generation that drinks less and parties less while traveling. Instead, they seek out sightseeing and cultural activities. Over one-third plan to extend business trips into leisure getaways next year—underscoring their desire to make every journey more than just a trip.

Interestingly, many also gravitate toward immersive local experiences. About 75% say they want to stay in unique, locally inspired bar-hotels in 2025. And when packing, Gen Z does so with intent: 45% plan to purchase new clothes, shoes, or luggage in preparation for their next getaway.

Sustainability: A Core Value

Perhaps most striking is Gen Z’s commitment to sustainability. For them, travel isn’t just about where you go—it’s about how you get there and the impact you leave behind. Over half consider environmental concerns a key motivator for choosing sustainable travel options.

Nearly 73% are open to booking through online travel agencies that offer eco-conscious packages, and 56% prefer eco-lodges or green-certified stays. Once at their destination, 60% seek out greener modes of local transport. In short, sustainability isn’t a niche preference—it’s a central pillar of Gen Z’s travel identity.