7 Reasons Gen Z Is Traveling Differently—And What They’re Really Looking For

Gen Z—those born between the mid-1990s and early 2010s—are redefining how and why we travel. No longer satisfied with cookie-cutter vacations and tourist traps, this digitally native generation is blazing new trails, seeking authenticity, sustainability, and share-worthy experiences over luxury and convenience. If you’re in the hospitality or travel industry, understanding travel trends is no longer optional—it’s essential.

Here are 7 key reasons Gen Z is traveling differently, and what they’re actually looking for when they book their next adventure.

1. Authentic, Local Experiences Over Tourist Attractions

Gen Z travelers crave authenticity. They’re not interested in souvenir shops or guided tours—they want to experience destinations like a local. This might mean taking a cooking class in a local’s home, attending an underground music show, or volunteering with community projects.

According to Expedia Group’s Gen Z Travel Study, over 60% of travelers prioritize authentic cultural experiences over sightseeing. Vacation rental hosts and tour operators can tap into this by partnering with local artisans, chefs, or guides to offer one-of-a-kind add-ons.

2. Social Media Drives Their Travel Decisions

More than any other generation, They use social media not just for inspiration, but as a decision-making tool. Instagram, TikTok, and YouTube are their virtual travel agents. A stunning beach, quirky hotel, or hidden coffee shop that goes viral is likely to end up on their travel bucket list.

According to a Condé Nast Traveler study, 79% of says they’ve chosen a travel destination based on posts they’ve seen on social media.

What this means for hosts: Make your property or destination visually appealing and easily shareable. Encourage guests to tag your location and share their experiences.

3. Sustainability Is a Must 

They acutely aware of environmental and social issues, and this extends into how they travel. They prefer eco-conscious destinations, avoid overtourism, and often choose train or car travel over flights when possible.

In a Booking.com sustainable travel report, over 76% of Gen Z travelers said they want to travel more sustainably.

Travel brands and vacation rentals can appeal to this by offering recycling programs, refillable toiletry dispensers, solar-powered energy, or promoting local conservation efforts.

4. Flexible, Shorter Getaways

Rather than saving for a two-week vacation, Gen Z travelers often prefer short, spontaneous trips. They’re more likely to take “workations,” weekend escapes, or quick solo trips thanks to remote work and flexible schedules.

According to Skyscanner’s trend report, Gen Z is leading the charge when it comes to booking last-minute deals and flexible travel options.

Tip for hosts: Offer one- or two-night stays, flexible check-in times, and remote-work-friendly amenities like strong Wi-Fi and desks.

5. Budget-Conscious but Experience-Rich

They don’t mind traveling on a budget—but they still want unique experiences. They’re more likely to stay in hostels, budget Airbnbs, or even camp if it means affording a skydiving session or surf lesson.

A report from TravelPulse notes that Gen Z allocates more of their travel budget toward experiences than accommodations.

Pro tip: If you’re a vacation rental owner, consider offering experience bundles or curated local activity guides to add value without increasing prices.

6. Tech-Savvy Expectations

This generation expects seamless technology integration. Booking a room, checking in, ordering food, or getting local recommendations should be fast and mobile-friendly.

Integrations like digital guidebooks, smart locks, and instant messaging support can set your rental or travel business apart.

As noted in PhocusWire’s digital travel report, Gen Z is less forgiving of poor UX—if your website or app is clunky, they’ll move on fast.

7. Values-Driven Travel Choices

This supports brands that align with their values. Diversity, inclusion, climate justice, and ethical labor practices matter. They’re more likely to stay at a small, LGBTQ+-friendly boutique hotel than a big-box chain with no clear values.

Consider telling your brand’s story clearly on your website or listing. Highlight partnerships with local, minority-owned businesses or community involvement.

Final Thoughts

This is not just another market segment—they’re the future of travel. They value experiences over possessions, impact over indulgence, and authenticity over aesthetics (though the aesthetics do matter—especially on Instagram).

To attract Gen Z travelers, travel brands and hosts should:

• Embrace technology

• Offer flexible, experience-rich options

• Align with social and environmental values

• Share authentic, local experiences

• Optimize for social media visibility

Adapt to these , and you won’t just stay relevant—you’ll become a destination in your own right.

Ready to attract more guests? Start by upgrading your social presence, adding unique local experiences to your listings, and making your booking process seamless.