Advantage report highlights Gen Z travel trends 

Advantage report highlights Gen Z travel trends 

Research shared this week by Advantage Travel Partnerships found 46% of Gen Zs – the generation of people born between 1997 and 2012 – say they are travelling much more or more frequently.

But they care deeply about the impact their actions have on the environment and they are willing to adapt their behaviour accordingly, with 39% taking the train more often and 34 % wanting faster and more reliable rail services to aid their journeys.

An Advantage report, Jetsetting into Tomorrow, also found:

  • 22% of Gen Z’s are looking for travel destinations that have a positive impact on people, place and planet.
  • 34% want to travel to lesser-known destinations
  • 25% are looking for community-based travel.
  • 38% are taking their holiday inspiration from Tik Tok and Instagram.

Julia Lo-Bue Said, Chief Executive Officer of The Advantage Travel Partnership, said: “Gen Z are leading the charge towards more sustainable and culturally enriching travel experiences. Desire for train travel is surging and social media is a key source of inspiration.”

Among all consumers, the survey found:

  • 29% of all consumers are looking for lesser-known destinations to avoid the crowds
  • 43% are wanting more cultural experiences when they travel.
  • 33% want their hotels to have a positive impact on the environment
  • 31% of people also want the opportunity to understand more about the destination.

“Consumers across generations are seeking purposeful travel, venturing to lesser-known destinations and extending their stays to immerse themselves in local culture,” added Lo-Bue Said.

The OnePoll survey of 2,000 UK adults was commissioned by The Advantage Travel Partnership and took place in April 2024.

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