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Unpacking
Gen Z’s TRAVEL
PRIORITIES
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HAVE SUITCASE,
WILL TRAVEL
Young travelers no longer see travel as a nice-to-have but a need-to-have. They understand that the world is vast and filled with new experiences, and they’re eager to venture beyond their own backyard.
In fact, travel is one of Gen Z’s most sought-after pursuits, so much so that many are willing to sacrifice other personal expenses to take more trips. For us, travel isn’t just a passion—it’s a life priority, naturally woven into the fabric of our everyday lives.
72%
of Gen Z say that they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024 vs. 64% of overall travelers
Source: Hilton, 2024 Trends Report
This is why we take jobs with more flexibility and PTO, engage in ‘bleisure’ time, and are willing to sacrifice a portion of our income to escape lifestyle stressors and get away. For example, working remotely while traveling is something we’d sign up for in a heartbeat.
Minhal, 22
I would definitely take up the opportunity of travelling once a month if I could work remotely all year round. It’s a dream. That’s 12 trips a year.
But beyond disconnecting from daily routines, what other factors fuel Gen Z’s insatiable wanderlust?
MONEY ON
OUR MIND
To explore this question, we asked respondents to consider the following scenario:
You’re offered an unlimited bank card. But it comes with a condition: you can either use it to pay for the item(s) of your dreams OR to fund the trip(s) of your dreams? What would you choose? And why?
Let’s ask Gen Z
I would definitely take up the opportunity of travelling once a month if I could work remotely all year round. It’s a dream. That’s 12 trips a year.
Let’s ask Gen Z
At first glance, Gen Z’s instinct is to think of finances, especially with rising travel costs being a growing concern.
This reality has led many Gen Z’ers to adopt a minimalistic approach to tourism—foregoing luxury experiences, cutting back on lavish amenities, or opting for longer travel routes to offset costs. If money were no object, however, financial freedom would allow them to indulge in the travel upgrades and high-end stays they often aspire to.
At first glance, Gen Z’s instinct is to think of finances, especially with rising travel costs being a growing concern.
This reality has led many Gen Z’ers to adopt a minimalistic approach to tourism—foregoing luxury experiences, cutting back on lavish amenities, or opting for longer travel routes to offset costs. If money were no object, however, financial freedom would allow them to indulge in the travel upgrades and high-end stays they often aspire to.
Hana, 22
The way I look at travel is that I’m okay with roughing it a bit and staying in more modest accommodations in order to prioritize memorable experiences.
And achieving that financial freedom often requires embracing unconventional approaches to wealth creation—a trait Gen Z is well known for. The savviness shown by some respondents reveals that Gen Z’ers don’t just want to travel more—they want to “travel smart.”
Adam, 25
I would buy the items of my dreams to fund the trips of my dreams. For example, I could invest in real estate, Airbnb these assets, make passive income and travel wherever I want.
BUT OUR MIND ON
THE MEMORIES
Despite budget constraints, Gen Z’ers believe that money spent on travel is money well spent, given the intangible enrichment it adds to their lives. This is why they prefer investing in travel experiences over material possessions, recognizing the greater value trips offer both in the short and long term.
While travel is expensive, travel memories are priceless—especially those created in your youth. As one respondent put it, there’s a certain ‘charm’ in exploring the world while you’re young and free.
And the real charm lies not only in discovering the world but in discovering yourself. Whether uncovering new facets of who you are or strengthening bonds with those you’re with, travel serves as a catalyst for introspection, nurturing relationships, and broadening perspectives.
Or as we like to put it, where you go is how you grow.
Rhea, 22
The way we start to travel is the way we start to form different experiences.
SOAKING UP THE
SUN CULTURE
The pursuit of personal growth is why cultural exploration often takes priority over rest and relaxation for Gen Z—especially those exposed to global cultures from a young age. Respondents, all raised in the culturally rich countries of the GCC, shared how school life and family trips sparked their curiosity about foreign cultures, languages, and cuisines.
These early cultural touchpoints, often passed along through word of mouth from friends and locals, have fueled Gen Z’s desire to experience these destinations firsthand. And today, with constant access to platforms like TikTok, their craving for authentic cultural immersion has only intensified.
Kumayl, 18
As a third culture kid, I’m lucky to have been around different people. It’s important for me to maintain and explore that through travel.
Dua, 23
I was immersed in all these cultures growing up, so I was intrigued to see the world for myself because I ‘saw’ it through the lens of people who spoke about their countries so passionately.
Minhal, 22
I’m more of a traveler than a vacationer. If I’m in Egypt, I would like to explore its culture and history. I would go see the pyramids. I don’t care much about anything else.
Kumayl, 18
As a third culture kid, I’m lucky to have been around different people. It’s important for me to maintain and explore that through travel.
Dua, 23
I was immersed in all these cultures growing up, so I was intrigued to see the world for myself because I ‘saw’ it through the lens of people who spoke about their countries so passionately.
Minhal, 22
I’m more of a traveler than a vacationer. If I’m in Egypt, I would like to explore its culture and history. I would go see the pyramids. I don’t care much about anything else.
As a result, Gen Z’ers are increasingly choosing to immerse themselves in one location rather than hopping between multiple destinations. While they enjoy checking off their travel goals, they believe the experience should be meaningful—not rushed. For them, travel is about truly engaging with a place, observing how others live, and bringing those lessons back home.
This mindset also drives the appeal of off-season travel. Sure, we appreciate the energy of a bustling city, but the perks of traveling off-peak—fewer crowds, better deals, and, most importantly, a more authentic experience—are unmatched. As one respondent put it, “We want to see how people live, not just be surrounded by tourists.”
Hameed, 21
I feel tourism kind of ruins some places. I like to see the authentic experience of what a place is all about — rather than how it’s curated to tourists. And that’s why when I travel, I like to spend a good amount of a time in place so I’m not in a rush. I’m there to live in that place for a while. To go to the same café every day.”
Dua, 23
Sahej, 22
Peak season is good for travelling but the crowd changes something for me.
YOU ARE
WHERE YOU GO
It’s not just the why, how, and when Gen Z travels that’s evolving—it’s also where. With travel now closely tied to our personal brand, we’ve become more intentional about our choice of destinations. For us, a trip isn’t just an end goal but a way to express ourselves and shape the stories we tell.
In this context, is Gen Z choosing where to travel based on the place itself or the experiences that align with their identities?
To find out, we presented them with this scenario:
Would you rather…
Let’s ask Gen Z
Having already seen so much of the world online, Gen Z feels a strong pull to visit their dream destinations in real life, even if it means forgoing their ideal experiences. To them, travel itself is the experience—whether it’s wandering the streets of a new city or simply “experiencing what the locals are experiencing.”
As to what constitutes a dream destination, trending hotspots often take center stage. Yet, there’s a growing shift among Gen Z towards underrated gems in a landscape saturated with clichéd posts of familiar locations. This, combined with rising travel costs, has led to what Expedia calls “Destination Dupes”—unexpected, affordable alternatives that offer every bit as much delight as the classic places, often discovered through TikTok’s FYP.
Adam, 25
I prefer quiet, understated and secluded places. Clichéd spots like Bali are not at the top of my list, as they’ve become too commercialized. I’d rather go to low-key places; the ‘Vietnams’ and the ‘Thailands’ vs. the ‘Mykonoses and ‘Santorinis’. You can get pretty much the same in terms of scenery, but it’s less costly and less saturated.
Nadim, 25
I like places that are underrated, untapped, unknown vs. trendy places where you can expect what to expect.
Jack, 23
There’s beauty is seeing places in their authenticity rather than the place they want you to see as a tourist. And that’s why I like to go to more discrete spots that people don’t usually tend to go to. The places that are not overly documented on social media.
DESTINATION :
EXPERIENCE
TikTok hasn’t just spotlighted dream destinations—it’s also brought unprecedented attention to unique experiences. As “I found this on TikTok” becomes the norm in travel, the platform is reshaping how Gen Z plans their trips, often prioritizing what they’ll do over where they’ll go.
When answering the “Would you rather?” question, many respondents revealed themselves to be destination-agnostic, motivated by a quest for memorable activities.
Lujayn, 28
Without the experience, the destination wouldn’t be as fun. I would go to Iceland to watch the northern lights rather than see Iceland itself.
These individuals, who represent a growing segment of the Gen Z population, believe that dream experiences can make any destination worth visiting, which is why more and more are building entire itineraries around a single experience. According to an American Express survey, 47% of global Gen Z and Millennials have already planned a trip around a specific restaurant.
In this landscape, destinations, along with other key travel players like hotels and airlines, are now competing directly with experiences, all on a level playing field.
Hana, 22
I value going to a location because I’m curious about its culture. But I also like to travel thinking that I’m going to experience this thing that they have. I’m super into hiking, so I want to go to a place because it has this famous hike. I’m not necessarily there to experience the city, but I’m planning the trip thinking about the fact that I’m going there for that hike.
TRAVELING FOR :
THE (SUB)CULTURE
The more personalized the experience, the more it resonates—and TikTok’s curated discovery makes it stand out compared to traditional travel sites or other digital platforms. Both the FYP and search features help users find experiences that match their interests while uncovering something new.
This discovery is elevated by TikTok’s subcultures—hyper-niche communities that gather over shared passions and become the digital ‘fam’ we rely on to customize trips based on our hobbies.
These subcultures offer young travelers a close-knit community where they can connect over experiences that align with their curiosities and the ‘era’ they’re currently in. Into llama trekking through the countryside? There’s a subculture for you on the platform.
