Gen Z Travel Needs: What Makes a Trip “Worth It”

So far, the Gen Z traveler demo has proven to be a dark horse in the industry: despite facing unique financial difficulties, the 18- to 35-year-old age demo are frequent travelers, driving demand for authentic, local and culturally immersive experiences.

Over the last two years, studies have shown that Gen Z travelers prioritize wellness as well as personal development, don’t trust A.I. for travel booking, and make travel decisions driven by nostalgia and sustainability.

At the same time, Gen Z has hang-ups about spending money on travel. A recent study from Mower, The Cost of Escape, found that over half (55%) of Gen Z respondents feel guilty about prioritizing travel, citing work pressures or professional obligations.

Travel Market Report turned to the experts for insight on the Gen Z mind. Contiki, EF Ultimate Break, and G Adventures all cater to the 18- to 35-year-old demo, with guided land tours designed specifically for Gen Z and younger millennials. Here’s what they had to say about getting over that guilt hurdle and targetting what makes a trip “worth it” in the eyes of Gen Z.

Gen Z Wants to Travel (& They Want It to Be Meaningful)

Regardless of guilt, Gen Z wants to travel.

“While Gen Z might feel some guilt about indulging in travel, they still very much seem to want to do it,” Yves Marceau, G Adventures’ vice president of product, told TMR. “They see the value in connections and friendships travel can create.”

Cost is a main concern among this demographic, as is limited vacation time. In fact, the most recent Contiki “Voice of a Generation” survey found that 57% of 18- to 35-year-old travelers would give up a raise at work for more paid time off.

“We know affordability continues to be top of mind for so many Gen Z and Millennial travelers,” said Shane Steffens, the new president of EF Ultimate Break. The brand, which is part of the EF World Journeys family and is dedicated to the 18- to 35-year-old demo, recently addressed this concern with a new tool that allows travelers to search for tours based on their monthly budget.

“No traveler should have to go into debt when experiencing and learning more about the world, which is why we offer low down payments to secure spots on tour through 2027 and interest-free monthly payment plans,” Steffens added.

Gen Z’s priorities for travel are also slightly different than other demographics, especially in terms of what they value most. The Mower study found that 71% of Gen Z said food and drink was the top priority—for Boomers, the highest priority was accommodations at 79%.

Sustainability is also top of mind for this demographic. According to Marceau, G Adventures has seen this age group lean towards more meaningful travel through community support initiatives, which the sustainability-focused tour operator is already positioned to deliver.

“[This] demographic seems to be very thoughtful and intentional when it comes to the WAY they choose to travel, opting for companies that are dedicated to creating a positive impact—taking responsibility within the industry to do things better than they have been done in the past,” Marceau told TMR.

“We want our travelers to understand, see and feel that when you ‘do’ travel right, you also ‘do’ good. I think this message is particularly well received by Gen Z—the idea of helping to change lives, while also enriching their own lives, feels like a win-win,” Marceau added.

Gen Z Travels for Wellness

In our highly online, emotionally honest popular culture, conversations about burnout and mental health feel more normalized than ever before. Gen Z (and younger millennials) are at the heart of this, facing more demands at work and higher costs of living rates at a younger age than other generations—while also paving the way for demanding a better work-life balance and a healthier workplace culture.

Gen Z is at the forefront of the health and wellness travel trend as well. Contiki’s “Voice of a Generation” survey found that 58% of respondents have wellness on their mind during travel: they either keep up their wellness regime or engage in wellness activities while traveling. Conversely, just 4% don’t consider wellness at all.

Both EF Ultimate Break and Contiki rolled out sober tours this year, giving their travelers an option to enjoy popular destinations, like Ireland or Thailand, but skip the alcohol-based experiences.

“We’re seeing a shift from the expected Spring Break priorities with many younger travelers opting for sober activities and trip options,” said Heidi Durflinger, CEO of EF World Journeys.