The Next Generation of Travel

The Next Generation of Travel


Influencers, Outdoors, and Experiences

Generation Z: The generation reaching adulthood in the second decade of the 21st century, perceived as being familiar with Internet from a young age.

Generation Z is coming of age. Right now they represent 18 to 24-years-old and every year the number of adult Gen Zers will steadily rise. That means now is the time to get to know them—and their travel trends—a little better. In 2020, they became the largest market of consumers in the U.S. According to, 65% of Generation Z rate “travel and seeing the world” as most important when thinking of ways to spend their money. Pave the way for the future by learning Generation Z’s connected, tech-focused take on travel.

Walking by Ocean, Photo Credit Amy Tolk

Rise of the Influencer

Gen Z is following more social media influencers than any other group. User generated content, digital storytelling, and working with local influencers can help to get in front of the next generation.

Authentic Travel

Although budget conscious, Gen Z is known to splurge on one-of-a-kind experiences. They will spend dollars on special dining and lodging experiences and often take photos as memories instead of items.

Spur of the Moment

In an attempt to fight off #FOMO (fear of missing out) Gen Z is always on the lookout for the next adventure and will often travel far to find it. Last minute deals and special promotions can speak to their wanderlust.