Travel marketers who still think discounts and basic loyalty points will win over Gen Z travelers are in for a rude awakening. Born between 1997 and 2012, this digital-native generation approaches travel with completely different expectations and values than previous generations. Understanding these differences isn’t just helpful—it’s essential for any brand hoping to capture their growing travel spending power in 2025 and beyond.
The Gen Z Travel Revolution: By the Numbers
Before diving into the specifics, let’s look at what the data tells us about Gen Z travelers in 2025:
- 73% choose destinations based on unique experiences over landmarks
- 91% research visual content before booking decisions
- 96% book trips exclusively through mobile devices
- They’ll pay an 18% premium for verifiably sustainable options
- 62% participate in carbon offset programs when clearly presented
These statistics paint a picture of a generation that prioritizes experiences, visual content, mobile convenience, and values-aligned travel. But the numbers only tell part of the story.
Main Character Energy: Experience-First Travel
Gen Z travelers want to feel like the protagonist in their own travel story. This “main character energy” drives their decision-making in ways traditional travel marketers might miss.
Unlike previous generations who created bucket lists of famous landmarks, Gen Z craves activities that generate personal stories worth sharing. They value one-of-a-kind encounters over typical tourist activities and prioritize memory-making over material souvenirs.
The 2025 Travel Trend Report highlights that Gen Z travelers often extend stays at destinations offering multiple unique experiences rather than visiting multiple locations briefly. This “depth over breadth” approach means travel marketers must showcase the variety of experiences available in single destinations rather than just ticking off attraction lists.
That’s Fire: Instagram-Worthy Moments Drive Decisions
For Gen Z, if it didn’t happen on social media, did it even happen? The visual appeal of destinations strongly influences their travel choices:
Location-tagged content drives an estimated 67% of Gen Z travel bookings. Video content generates 4x more engagement than static images across their preferred platforms. This visual-first approach has travel brands scrambling to create “content creation guides” highlighting the most photogenic spots and optimal times for capturing them.
Properties featuring distinctive design elements or visual installations report significantly higher occupancy rates among Gen Z travelers. The ability to capture and share striking visual content isn’t just a nice-to-have—it’s a primary decision factor.
No Cap: Digital-First Planning From Start to Finish
When Gen Z says “no cap” (meaning no lie), they’re being completely honest about their digital dependencies. Their approach to travel planning happens entirely through screens:
They use an average of 5-7 apps throughout their travel journey and expect instant information access and booking confirmation. Voice search now accounts for 38% of Gen Z travel queries, with AI travel assistants helping refine these searches into personalized recommendations.
The rise of collaborative travel planning platforms allows Gen Z travelers to build itineraries with friends without leaving their preferred apps. Brands that integrate with these platforms capture valuable data while providing real-time assistance.
Bussin’: Strategic Spending That Maximizes Value
When Gen Z says something is “bussin’,” they mean it’s really good—and their approach to travel spending shows sophisticated financial awareness:
They allocate 65% of their travel budget to experiences while economizing on transportation and accommodations. This strategic spending pattern differs dramatically from previous generations who prioritized luxury lodging.
Gen Z travelers mix budget accommodations with premium experiences, use price tracking tools to optimize booking timing, and seek flexible payment options including Buy Now Pay Later services for travel.
Travel brands offering experience bundles that combine value accommodations with premium activities see particularly strong performance with this demographic. The ability to customize these packages enhances their appeal.
Squad Goals: Group Travel With Personal Space
The Gen Z approach to traveling with friends represents “squad goals,” but with an important twist—they value both togetherness and independence:
They plan collaborative trips with built-in solo time and seek accommodations with both communal and private spaces. Digital payment splitting tools have removed traditional frictions from group travel, with 87% of Gen Z travelers using these services to manage shared expenses seamlessly.
The emergence of “together alone” travel in 2025 reflects this pattern, with properties offering pod-style accommodations or private rooms around central social spaces seeing high demand. Travel packages that balance group activities with personal choice options perform 40% better with Gen Z travelers.
Based: Authenticity Drives Destination Selection
Being “based” means being authentic and true to yourself—something Gen Z values highly in both people and travel destinations:
They research local culture before visiting destinations and seek genuine interactions with residents. They actively avoid overtly touristy areas and attractions, preferring destinations with preserved cultural identity.
The 2025 Destination Authenticity Index shows destinations investing in cultural preservation while enabling respectful visitor engagement score 76% higher with Gen Z travelers. Programs connecting visitors with local guides, artisans, and food producers show particularly strong appeal.
Green Flags: Planet-Conscious Choices
“Green flags” indicate positive qualities to look for—and for Gen Z, environmental responsibility is a major green flag in travel choices:
79% consider sustainability practices when choosing travel providers and support businesses with transparent environmental policies. Many participate in local conservation efforts during trips and seek destinations committed to community well-being.
Carbon footprint tracking and offset programs integrated into booking experiences show strong adoption rates among Gen Z travelers. However, they’re highly skeptical of greenwashing—travel brands need clear sustainability metrics and impact reporting to earn trust from this demographic.
Living Rent Free: Next-Gen Rewards Programs
When something lives “rent free” in your mind, it’s constantly present—and Gen Z expects rewards programs that create this level of mental presence:
They expect immediate benefits alongside long-term rewards and value experiential perks over material rewards. They engage more with gamified reward systems and prefer personalized rewards matching their interests.
The 2025 Loyalty Program Performance study shows Gen Z enrollment in traditional points programs declining 12% while participation in experience-based rewards programs grew 47%. Programs allowing point redemption for local experiences, sustainability initiatives, or skill-building workshops align particularly well with Gen Z values.
Ate and Left No Crumbs: Connected Throughout the Journey
When something “ate and left no crumbs,” it was done perfectly—and the most successful travel brands maintain flawless connection with Gen Z throughout their journey:
They provide real-time support through preferred messaging platforms and offer location-aware recommendations during trips. They create opportunities for content creation and sharing while gathering feedback through preferred digital channels.
Digital concierge services accessed through messaging apps show particularly strong usage among this demographic. Brands maintaining active communication throughout the travel journey see 56% higher repeat booking rates from Gen Z travelers.
Understanding the Assignment: Marketing That Resonates
Brands that have “understood the assignment” are those that truly get what Gen Z wants and needs:
They create authentic short-form video showcasing real experiences and feature diverse travelers in natural settings. They highlight unique aspects that can’t be found elsewhere and provide transparent pricing and value messaging.
User-generated content drives 3.7x higher engagement than professionally produced content among Gen Z audiences. Travel brands co-creating content with actual travelers report significantly stronger performance metrics.
The Future of Gen Z Travel
tripXOXO represents the kind of platform that truly “gets” what Gen Z travelers want. Their experiential approach perfectly aligns with Gen Z preferences by offering:
- Curated collections of unique, shareable experiences
- Easy mobile booking and instant confirmation
- Local guides and authentic cultural connections
- Flexible rewards programs with experience-based perks
- Content-worthy destinations that stand out on social feeds
For travel marketers looking to connect with Gen Z in 2025 and beyond, understanding these patterns isn’t just advantageous—it’s essential for long-term success in an increasingly competitive market. The brands that will thrive are those that recognize Gen Z travelers aren’t just younger versions of previous generations—they represent a fundamentally different approach to travel that requires fresh thinking and authentic connection.
