Gen Z Spends the Most on Travel

Summer 2024 is shaping up to be a record-breaking season for the travel industry, thanks in large part to the spending habits of Gen Z. Recent data reveals that Gen Z spends the most on travel, with one in five Gen Zers allocating half of their disposable income to exploring new destinations. This trend underscores the generational shift towards valuing experiences over material possessions and highlights the lingering impact of the COVID-19 pandemic on their outlook.

Why Gen Z Values Travel

Gen Z, those born between 1997 and 2012, have shown a marked preference for experiences over things. This generation places high value on travel. Gen Z sees it as a way to gain new perspectives, create memories, and enjoy life to the fullest. This aligns with broader societal trends emphasizing the experience economy, where people prioritize activities that enhance their lives over accumulating physical goods.

The COVID-19 pandemic had a profound effect on Gen Z. They missed out on significant life events and opportunities to travel during their formative years. As restrictions have eased and the world has opened up again, there is a pent-up desire among Gen Z to make up for lost time. For many, travel has become a way to reclaim their youth and freedom, contributing to their increased spending on vacations, road trips, and international adventures.

It’s notable that one in five Gen Zers is dedicating half of their disposable income to travel. This commitment reflects a broader trend where younger generations are willing to invest heavily in experiences that provide personal growth and enjoyment. For travel agents and industry professionals, this is a golden opportunity to tap into a market that is eager and ready to spend.

Opportunities for Travel Agents

Meeting Gen Z Where They Are

If travel agents and companies want to capture the attention and dollars of Gen Z, they need to adapt their marketing strategies to align with this generation’s preferences. Here are a few key strategies:

  1. Social Media Engagement Gen Z spends a significant amount of time on social media platforms like Instagram, TikTok, and Snapchat. These platforms are where they discover new destinations, plan their trips, and share their experiences. Travel agents must have a strong presence on these channels, creating engaging content that captures the short attention spans of this audience.
  2. Authentic and Visual Content Gen Z values authenticity and visual storytelling. High-quality photos, videos, and user-generated content that provide a real sense of a destination will be more appealing than traditional advertisements.
  3. Personalized Offers Customizing travel packages and offers to cater to the specific interests and budgets of Gen Z travelers can set a travel business apart. Personalized experiences that speak to their desire for adventure, culture, and unique activities will resonate more deeply.

Capturing Short Attention Spans

Gen Z’s short attention span means that travel agents need to create content that is not only eye-catching but also quickly conveys the value of an experience. Here are some tips to refine your social media strategy:

  • Quick, Engaging Videos: Use platforms like TikTok to share short, engaging videos that highlight exciting travel destinations and experiences.
  • Interactive Content: Polls, quizzes, and interactive stories can increase engagement and keep Gen Z interested in your offerings.
  • Behind-the-Scenes Content: Show the behind-the-scenes aspects of travel planning and destinations to create a sense of authenticity and transparency.
  • Consistent Posting: Maintain a regular posting schedule to keep your audience engaged and informed about new deals and destinations.

Leveraging User-Generated Content

Encourage your clients to share their travel experiences and tag your business. User-generated content not only builds community but also serves as powerful social proof that can influence potential travelers.


As Gen Z continues to prioritize travel and spend more on experiences, the travel industry stands to benefit significantly. By understanding their motivations and adapting marketing strategies to meet them on their preferred platforms, travel agents and companies can effectively tap into this lucrative market. Social media engagement, personalized offers, and authentic storytelling are key to capturing the hearts and wallets of Gen Z travelers this summer and beyond.