TRAVEL'S GEN Z ERA
as told by gen z
A special report
by tiktok and juv
Travel is Shaping Gen Z’s View of The World
In recent years, the travel industry’s remarkable recovery has dominated headlines. But with international tourism on track to exceed growth expectations, the focus is shifting from rebound to reinvention, marking a new and exciting era for the sector.
At the forefront of this era is Generation Z, born between the late ’90s and early 2010s, who are reshaping the industry as we know it. Raised in a world where countries and cultures are just a scroll away, they have the world at their fingertips—and they’re itching to explore it.
Gen Z’s View of The World is Shaping Travel
Yet, as with many ‘Gen Z things,’ they seek to explore it on their own terms. And, as with countless other ‘Gen Z things,’ the impact of their attitudes and priorities in transforming the category cannot go unnoticed—and definitely not ignored.
With 65% of global Gen Z’ers planning to spend more on travel in 2024, understanding their approach to travel and their influence on the evolving landscape is imperative for marketers. However, amid the clutter of generational misconceptions, it’s time we talk to them and with them—rather than make assumptions about them.
Yet, as with many ‘Gen Z things,’ they seek to explore it on their own terms. And, as with countless other ‘Gen Z things,’ the impact of their attitudes and priorities in transforming the category cannot go unnoticed—and definitely not ignored.
65%
of global Gen Z’ers plan to spend more on leisure travel in 2024 vs. 2023
Source: PMG, Travel in 2024, the new traveler
With 65% of global Gen Z’ers planning to spend more on travel in 2024, understanding their approach to travel and their influence on the evolving landscape is imperative for marketers. However, amid the clutter of generational misconceptions, it’s time we talk to them and with them—rather than make assumptions about them.
65%
of global Gen Z'ers plan to spend more on leisure travel in 2024 vs. 2023
Source: PMG, Travel in 2024,The New Traveler
THE METHODOLOGY:
A Community-First Approach
To uncover first-hand insights directly from Gen Z’ers, JUV Consulting, a Gen Z-run marketing consultancy, partnered with TikTok, Gen Z’s platform of choice, to engage in in-depth conversations with young travelers in the GCC.
Sessions were led by Gen Z for Gen Z, fostering a level of honesty unique to peer interactions. Participants responded to key questions through brief video submissions in a ‘Vox Pop’ format, ensuring no insights were lost in translation or misconstrued in interpretation.
And Gen Z’ers were ready to share it all.
To uncover first-hand insights directly from Gen Z’ers, JUV Consulting, a Gen Z-run marketing consultancy, partnered with TikTok, Gen Z’s platform of choice, to engage in in-depth conversations with young travelers in the GCC.
Sessions were led by Gen Z for Gen Z, fostering a level of honesty unique to peer interactions. Participants responded to key questions through brief video submissions in a ‘Vox Pop’ format, ensuring no insights were lost in translation or misconstrued in interpretation.
And Gen Z’ers were ready to share it all.
EXPLORE THIS
INTERACTIVE REPORT
In this report, we delve into this era of Gen Z-powered travel, sharing key insights about our generation—in our own words.
The findings are categorized into the following sections, which examine how culture and platforms are shaping our view of the world and influencing our interactions with the travel and tourism industry.
Unpacking Gen Z’s Travel Priorities
Unpacking Gen Z’s Travel Priorities
ABOUT THIS SECTION
Our sense of self is deeply connected to the experiences we live, and travel is one of the most profound ways we understand the world, learn from others, and evolve as individuals and global citizens. That’s why we see travel as a necessity, not a luxury—recognizing its value in creating priceless memories, enriching our understanding of cultures, and fueling personal growth. Platforms like TikTok amplify this belief, opening our eyes to a world worth exploring and influencing why, when, how, and where we choose to go next.
Hameed, 21
The world has a lot to offer and the only way to learn about it is to just go to these different places.
Community as the New Travel Bestie
Community as the New Travel Bestie
ABOUT THIS SECTION
As the sources of travel discovery multiply, so do the challenges of narrowing down and executing travel plans. Sure, friends, pop culture, and social media might spark initial ideas, but Gen Z is increasingly turning to the collective voice of digital communities for inspiration and validation. With its unmatched community of like-minded travelers, TikTok has become our generation’s trusted travel companion, guiding us through every step of the journey—from discovery to the final decision, and everything in between.
Shumraze, 22
TikTok is an invaluable source of information upfront. It’s obviously because real people themselves share experiences that they’ve had. And that’s why I use TikTok when planning a trip.
Searching for Better Search
Searching for Better Search
ABOUT THIS SECTION
For Gen Z, trip planning is a rollercoaster of emotions. While some love the thrill of research, many find it frustrating, blaming the time and effort spent on traditional search engines as the main culprit. We craved something more exciting, something that matches the trip’s hype—so we turned TikTok into our ultimate travel search engine. With its multiple search touchpoints and endless stream of personalized, real-time content, TikTok has transformed planning from a tedious task into a fun adventure that’s way more engaging and efficient.
Minhal, 22
Once I hear about a suggestion from friends, I go home and ‘TikTok’ it. For me personally, TikTok is the new Google.
Unpacking Gen Z’s Travel Priorities
ABOUT THIS REPORT
Our sense of self is deeply connected to the experiences we live, and travel is one of the most profound ways we understand the world, learn from others, and evolve as individuals and global citizens. That’s why we see travel as a necessity, not a luxury—recognizing its value in creating priceless memories, enriching our understanding of cultures, and fueling personal growth. Platforms like TikTok amplify this belief, opening our eyes to a world worth exploring and influencing why, when, how, and where we choose to go next.
Community as The New Travel Bestie
ABOUT THIS REPORT
As the sources of travel discovery multiply, so do the challenges of narrowing down and executing travel plans. Sure, friends, pop culture, and social media might spark initial ideas, but Gen Z is increasingly turning to the collective voice of digital communities for inspiration and validation. With its unmatched community of like-minded travelers, TikTok has become our generation’s trusted travel companion, guiding us through every step of the journey—from discovery to the final decision, and everything in between.
Searching For Better Search
ABOUT THIS REPORT
For Gen Z, trip planning is a rollercoaster of emotions. While some love the thrill of research, many find it frustrating, blaming the time and effort spent on traditional search engines as the main culprit. We craved something more exciting, something that matches the trip’s hype—so we turned TikTok into our ultimate travel search engine. With its multiple search touchpoints and endless stream of personalized, real-time content, TikTok has transformed planning from a tedious task into a fun adventure that’s way more engaging and efficient.
About This Study
This thought leadership study, conducted by JUV Consulting in partnership with TikTok for Business MENA, aims to gather first-hand qualitive insights from young travelers aged 18 to 28. We sourced 13 respondents (6 male, 7 female) based in three GCC markets: United Arab Emirates, the Kingdom of Saudi Arabia and Bahrain. These frequent TikTok users represent 9 nationalities and 4 ethnicities, with a yearly income ranging between 20 – 100K USD. All participants consented to be part of the study and authorized JUV and TikTok to use their names, likenesses, and videos externally.
About JUV
JUV Consulting is a purpose-driven, Gen Z-led marketing consultancy that works with clients to help them better connect with young people and youth culture. We believe that in order for brands to understand Gen Z, they have to talk to us, not about us. From research leveraging our proprietary network The Receipt, with 10,000+ young people, to co-creating products and scroll-stopping TikTok campaigns – we identify the white spaces and implement future-focused strategies that make brands win with our generation. Having worked with over 300 clients—from Fortune 500 companies to non-profits and start-ups—JUV has built a proven track record, with 75% of our clients returning for more. In 2024, JUV was acquired by United Talent Agency (UTA) and rebranded as Next Gen, a new practice within UTA’s entertainment marketing division.
