Gen Z Is Poised to Reshape the Travel Industry

Excerpt from Morning Consult

The youngest generation of adults is already traveling frequently and expects brands in the space to be inclusive and accessible to everyone, writes travel & hospitality analyst Lindsey Roeschke.

52% of Gen Z adults are already frequent travelers, on par with travel-happy millennials.
More traveling isn’t translating to more trust: Gen Zers have a lower level of trust in the industry than other generations.
Brands must focus on inclusivity and accessibility to build a strong foundation with Gen Zers as they solidify their travel habits and preferences.

Move over, millennials. Gen Zers — the generation born between 1997 and 2012 — are coming into their own when it comes to spending power, and many are choosing to spend on travel. While their initial entry into the category was hindered by the COVID-19 pandemic, the youngest generation of adults is making up for lost time by traveling enthusiastically and often. Travel brands must understand Gen Zers’ unique behaviors and expectations and lay the groundwork with them now to ensure future success.

More than half of Gen Zers are already frequent travelers

Despite their youth and comparatively low income, Gen Zers are traveling — and they’re doing so frequently. Just over half of Gen Z adults (52%) are frequent travelers, meaning they took at least three leisure trips in the past year. That share is significantly larger than it is for higher-earning Gen Xers and baby boomers, and it’s on par with millennials, who are currently the focus of the industry. As Gen Zers age and grow in spending power, they will likely outpace travel-happy millennials.