The tourism sector is largely shaped by one of the youngest and most wanderlust-driven generations, Gen Z. According to a new Advantage Travel Partnership report, 38% of Gen Z travellers seek travel inspiration on TikTok and Instagram. Additionally, the 2024 State of Student & Youth Travel Report by StudentUniverse revealed that 70% of the 4,000 surveyed students worldwide use TikTok as a trip-planning tool.
Gary Clark, gap year travel business owner and Academy Director at SIA Austria, said: “It’s great to see that technology is having such a positive effect on younger travellers. These community-based social media platforms are uniting travel enthusiasts from around the world and providing them with a space to share ideas and insights with a personal touch.
“It’s well-known that Gen Z favours unique and authentic experiences over opulence and also take sustainability into consideration. Such platforms are excellent for generating ideas and shaping the next travel trends with a focus on immersive and mindful journeys.”
Here are the emerging travel trends we can expect over the next few years and how many ‘Gen Zers’ choose more authentic and sustainable alternatives based on the visually stimulating content on social media.
The resurgence of inter-railing
Back in the 1990s, inter-railing across Europe was the go-to adventure for young gap year travellers, and it’s seeing the light of day once again. Travelling by train provides an authentic way to connect with local communities, offering a chance to dive into the culture and essence of multiple places in one trip. It’s an immersive journey where you can witness the everyday life of different regions as you pass through. Today, inter-railing gaining popularity as a unique and enriching way to travel.
Just as many trends from the ‘90s are having a resurgence among Gen Zs, travel trends are no exception. The Advantage Travel Partnership report reveals that 46% of Gen Zs are not only travelling more frequently but are also opting for more eco-conscious modes of travel, with a particular preference for trains. Additionally, 34% of them are enjoying the benefits of faster and more reliable rail services.
Whether you choose to embark on the high-speed sleeper train experience running from Hong Kong to Shanghai and Beijing, or explore the lesser-known destinations in the UK with the “Zillenial” Railcard, the rail industry is replete with many distinctive and eco-friendly travel options tailored towards Gen Z.
The road less travelled
The untouched and less-explored often appeals more to Gen Z travellers, especially to those seeking novelty. The Advantage report found that 29% of Gen Z consumers want to travel to lesser-known destinations to explore and avoid the crowds.
With an array of content creators sharing their experiences and insights on social media, discovering one-of-a-kind experiences is easier than ever, especially if you’re willing to do a bit of research.
For instance, interest has surged in lesser-known city break destinations such as Porto and Copenhagen. Additionally, there has been a rise in “dupes” – alternative destinations that are not only considered hidden gems but might also come with potential savings.
Think about switching Santorini for Paros, Sydney for Perth, or London for Liverpool. To discover exciting dupe destinations, look for Expedia’s “dupe” badge of honour when booking through the platform.
Local culture immersion
The Advantage survey has identified another trend among Gen Z travellers: culturally enriching experiences. Forty-three percent of the surveyed consumers echo that desire, with 31% seeking opportunities to deepen their knowledge about the destination.
Unlike carefully curated tourist traps and packaged holidays that offer a glossed-over version of a place, destination deep dives are embracing cultural immersion.
As travellers seek more authentic experiences and a deeper connection with the location, 25% of the survey respondents are interested in community-based travel.
This can involve staying with the local community to learn about their culture and heritage or joining a community-centred travel experience such as a gap year ski season, nestled in the beautiful mountains of a small resort, or volunteering in Africa. Such experiences may not be for everyone, but they certainly fit Gen Z travellers, giving them a chance to enhance their self-discovery, openness and acceptance to the world, and cultural enrichment.
Learning about other’s culture first-hand also has a profound effect on traveller’s eco-consciousness. According to the survey, 22% of the respondents seek travel destinations that positively impact people, places, and the planet, with the goal of leaving a meaningful imprint and supporting local wellbeing.
Conclusion
Gen Z is steadily paving the way for more conscious, meaningful and authentic travel experiences, blending technology with a desire for your unique adventures.
With a focus on community-building, platforms such as TikTok and Instagram can inspire and motivate travellers to take the road less travelled.
