Gen-Z travellers, aged 18-27, are reshaping the hospitality landscape with their distinct preferences, setting themselves apart from millennials and baby boomers. As their influence and spending power continue to rise, understanding and catering to this demographic has become crucial for the hotel industry.
A 2024 study by Booking.com highlights key amenities that resonate with Gen-Z guests. Air conditioning tops the list, with 68% of respondents marking it as essential. Flexibility in check-in times follows closely, as 61% prioritise 24-hour check-in options when choosing accommodations. Beyond the basics, Gen-Z is willing to spend on additional perks. Nearly half (46%) value breakfast as an add-on, while 31% are drawn to spa and sauna facilities. These extras, often seen as luxuries by older generations, are now becoming expected services among younger travellers. Social media also plays a pivotal role in attracting Gen-Z.
This group is heavily influenced by platforms like Instagram and TikTok when planning their trips. Hotels leveraging social media advertising can effectively capture the attention of these digitally savvy consumers. Moreover, Gen-Z’s thirst for adventure opens opportunities for partnerships with local businesses offering high-adrenaline activities. Hotels that can facilitate these experiences position themselves as more appealing to this energetic demographic.
We spoke with several hotel representatives to delve deeper into what drives Gen-Z’s travel choices and how the industry can adapt to meet their evolving expectations.
Which Generation is Travelling the Most?
The next generation of travellers are already showing a strong appetite for exploration. According to the 2024 State of Tourism and Hospitality report by McKinsey, 76% of Gen-Z respondents expressed an increased interest in travel. However, this enthusiasm appears to wane with age, with each successive generation showing slightly less interest. Notably, just over half of Baby Boomers reported a renewed interest in travel.
While international adventures often grab headlines, the bulk of travel remains closer to home. Domestic travel continues to dominate spending, and intraregional tourism is experiencing a notable rise. For stakeholders, the message is clear: significant opportunities lie in catering to local and nearby destinations.
When it comes to which generation is actually traveling the most, millennials lead the pack. A report by Advance Travel & Tourism reveals that millennials are taking more trips than their older counterparts. Interestingly, the report does not specifically address Gen-Z’s travel habits, leaving room for further exploration into this emerging group’s behaviour.
As Gen-Z’s influence grows, understanding their preferences and travel patterns will be key for the tourism industry to adapt and thrive.
How Do Gen-Z Like to Travel?
As an emerging affluent group, hotels are adapting their methods to cater to the Gen-Zs of today. Marriott International is staying ahead of their new priorities for unparalleled experiences, deep social connections, and transformative adventures. “We are actively expanding into new categories, including all-inclusive resorts, and luxury yachts with The Ritz-Carlton Yacht Collection,” Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International, told BurdaLuxury. “We are also opening multiple safari lodges in Africa, which will be our first entry into this segment.”
According to last year’s “New Luxe Landscapes” report, Gen-Z travellers, dubbed Native Explorers, are already well-travelled but focus their spending closer to home. A significant 85% believe they have yet to fully explore their own region. Australia tops their destination list for the next 12 months (46%), followed by Japan (42%), and Hong Kong (27%).
The report highlights a shift in travel preferences, with affluent travellers increasingly valuing sustainability and ethical tourism. Gen-Z and Millennials are particularly drawn to eco-conscious destinations and initiatives that align with their values. Across Asia Pacific, high-net-worth travellers are prioritising sustainability and cultural authenticity, with 80% considering environmental practices when choosing luxury hotels.
Key factors include hotels’ commitment to responsible tourism, such as integrating design with the local environment (40%), offering locally sourced food (43%), and providing culturally immersive experiences (80%). By embracing these ethical escapes, luxury travellers not only enhance their experiences but also contribute positively to preserving the planet’s natural and cultural heritage.
According to research from Marriott Bonvoy, the key to capturing the Gen-Z market lies beyond the physical aesthetics of a hotel. It’s the overall experience that truly wins their hearts – and their spending. “We’ve seen an increasing demand for hotels to move beyond the role of ‘accommodation’ and offer curated local programming and experiences,” said Montal. “For instance, we recently partnered with Sotheby’s to craft imaginative, once-in-a-lifetime itineraries inspired by the diverse categories represented at Sotheby’s Luxury Sales.” These curated stay itineraries include the Whiskey Reverie by The Ritz-Carlton, which blends the brand’s sophisticated luxury with the artistry of artisanal whiskey, and the Alexander McQueen Discovery by EDITION, offering guests a unique exploration of London through the iconic fashion house and the legacy of Lee Alexander McQueen.
Partnerships are key to Hotel Indigo® Bali Seminyak Beach’s success too. “We partnered with a leading fitness brand to launch Fitness Weekend at the hotel, which yielded highly positive results,” said Ian Kusuma, Director of Marketing & Communications, Sales & Marketing, at Hotel Indigo® Bali Seminyak Beach. “Gen-Z’s love for fitness, combined with their enthusiasm for sharing experiences, made the event a hit both on-site and across social media.” They also featured a collaboration with a local Balinese artist who transforms sustainable materials into striking art pieces, in conjunction with the festive season.
While Gen-Z currently represents a small but growing segment for luxury travel agency Lightfoot Travel, the demographic’s influence is prompting significant adaptations. According to Nikki Pang, Lightfoot Travel’s Global Head of Sales, the agency is evolving its offerings to align with the shifting preferences and needs of these young travellers. “As digital natives with a penchant for unique experiences, social impact, and design-led travel, this generation challenges us to think creatively and curate holidays that resonate with their values and aspirations,” she told BurdaLuxury. Many of Lightfoot Travel’s Gen-Z clients are opting for multi-generational family holidays, reflecting a broader trend towards inclusive travel experiences that cater to different age groups. “While heritage properties appeal strongly to older travellers, Gen-Z tends to prefer trendy, design-forward hotels that showcase unique aesthetics, modern amenities, and a strong ‘Instagrammable’ quality,” she said. The winning formula lies in crafting bespoke holidays that cater to the diverse interests of all generations. Properties that seamlessly blend heritage and local culture with contemporary design offer the ideal mix of tradition and modernity, appealing to both younger and older travellers alike.
In a similar vein, Barry Robinson, President and Managing Director at Travel + Leisure Co., highlights how the desire for unique experiences has driven the growing popularity of vacation ownership among Gen-Z and Millennials in Asia. He explains that these young travellers are increasingly drawn to “ownership with access,” allowing them to enjoy luxurious goods and experiences without the traditional burdens of maintenance and depreciation. Robinson notes that this shift toward shared ownership – once reserved for high-end assets like private jets – has now expanded into various sectors, including art, fashion, and residences. “Asia’s economic growth has created a new class of affluent consumers who want exclusivity and convenience,” he says, and this demand for practicality, combined with luxury, is evident in the growing popularity of vacation ownership. With over 63% of Club Wyndham Asia’s members now being Gen-Z or Millennial, Robinson sees this as a reflection of the evolving travel landscape, where flexibility and exclusive experiences will continue to shape the future.
Sustainability is also a crucial factor, particularly for Gen-Z travellers, who are increasingly prioritising eco-friendly options. “Whilst Gen-Z travellers value hotels that emphasise eco-conscious initiatives – such as zero-waste policies, sustainable materials, and locally-sourced food – they are not always willing to pay a premium for these features,” he noted. “Instead, they tend to favour properties that balance affordability with responsible practices.”
Hotel Indigo® Bali Seminyak Beach is committed to supporting local communities while offering experiences that resonate with Gen-Z, ensuring they feel a sense of belonging. The hotel’s “Instagram-friendly” activities are designed to be relevant to the experiences on offer. A prime example is the addition of a “puppy yoga” event, which seamlessly combines a healthy mind approach through yoga, corporate social responsibility (CSR) by giving back to the community, and visual appeal, offering guests the chance to capture adorable photos and videos while practicing yoga with puppies.
This strategy has proven successful, as they’ve seen an increase in non-resident guests visiting the hotel to participate in these activities. Many of them discover the event by searching for keywords like “puppy yoga in Bali” or through exposure to the hotel’s targeted marketing campaigns.
At Four Seasons Resort Koh Samui, eco-friendly practices are seamlessly woven into the luxury experience, ensuring that every aspect of a guest’s stay contributes to environmental preservation. “Our coconut tree management programme is a cornerstone of our sustainability efforts. By managing over 1,000 coconut trees on the property, we not only preserve the island’s natural beauty but also repurpose coconut shells, husks, and oil into spa treatments and dining menus, offering guests a meaningful connection to local resources,” said Jasjit Assi, General Manager at Four Seasons Resort Koh Samui.
Collaborations at Four Seasons Resort Koh Samui include active partnerships with Thailand’s Department of Marine and Coastal Resources to support local biodiversity. The resort’s Coral Conservation Project, led by an in-house marine biologist, focuses on restoring the vibrant reef surrounding the property. To date, over 16,000 coral pieces have been rehabilitated and reintroduced, contributing to the protection of marine ecosystems for future generations. In addition, the resort collaborates with the Ban Tai Crab Bank to support the weekly rehabilitation and release of blue crab zoos, helping to ensure the health and longevity of the local marine population. “These efforts demonstrate how we integrate eco-conscious practices into every facet of the guest experience, offering Gen-Z travellers the opportunity to enjoy luxurious comfort while making a positive impact on the environment,” explained Assi.
Cultural experiences play a key role in many Gen-Z itineraries.
At Four Seasons Resort Chiang Mai, General Manager Sean Mosher highlights the importance of preserving the cultural heritage of Northern Thailand while curating experiences that appeal to Gen-Z travellers. He explains, “The cultural heritage of Northern Thailand is deeply woven into every experience we curate, reflecting our commitment to preserving local knowledge for future generations.” He goes on to share that activities such as rice planting with local farmers, Saa paper-making, and traditional Thai cooking classes at Rim Tai Kitchen immerse guests in the region’s rich traditions. “By engaging in these activities, the new generation, including Gen-Z, can delve deeply into these time-honoured practices, ensuring that these arts are not lost but continue to thrive in the near future,” Mosher adds. Balancing these authentic experiences with modern aesthetics, the resort ensures that Gen-Z’s desire for meaningful connections is met without compromising luxury. “Whilst staying true to these authentic cultural practices, we ensure they are shared in a way that resonates with Gen-Z travellers who seek meaningful connections and modern aesthetics,” Mosher adds.
Similarly, at Four Seasons Resort Koh Samui, Jasjit Assi shares how the resort caters to Gen-Z’s interest in both adventure and wellness. Assi explains, “At Four Seasons Resort Koh Samui, we have embraced innovative wellness and dining trends that combine sustainability, personalisation, and immersive experiences to meet the expectations of Gen-Z travellers.” He also explained the resort’s wellness offerings, including the Kala Coconut Massage at the Secret Garden Spa, which uses materials sourced directly from the resort’s coconut trees. “This treatment not only provides a memorable experience but also reflects our commitment to using natural and eco-friendly ingredients,” Assi says. Additionally, Assi highlights the resort’s Muay Thai programme and Sound Healing sessions as examples of how the resort meets Gen-Z’s focus on fitness and mindfulness. “These sessions are designed to appeal to the growing Gen-Z focus on mindfulness and wellness,” Assi adds.
The resort’s offerings extend beyond wellness, with Assi explaining how Koh Samui’s natural beauty caters to both adventure seekers and those seeking relaxation. “For adventure seekers, Koh Samui’s location provides endless opportunities to explore the surrounding islands and marine wonders,” he says. The resort combines thrilling experiences with serene retreats, creating a perfect balance for Gen-Z’s dual desires. By offering a seamless blend of thrilling activities and serene retreats, Koh Samui caters perfectly to Gen-Z’s dual desires,” Assi concludes.
Social media plays a pivotal role in marketing strategies tailored to Gen-Z, serving as both a platform for engagement and a tool for sharing experiences. “Platforms such as Instagram and TikTok introduce them to new photogenic destinations and hotels,” said Lightfoot Travel’s Nikki Pang. “Influencer recommendations, stunning visuals, and unique features can amplify a property or destination’s appeal.” She added that although these social media-driven experiences are helpful, the trend can sometimes contribute to over-tourism.
Convenience and internet access are important too. “Recognising Gen-Z’s need for convenience, our properties are equipped with, app-based services, and high-speed WiFi,” said Tim Sergeant, Co-founder and Chief Marketing Officer at Explorar Hotels & Resorts. “Additionally, to cater to their social and collaborative nature, we offer shared workspaces at The Exchange Co-working space, fostering a sense of community and productivity.”
“Continuing with the ‘lifestyle’ approach, we focus on providing a first-person point of view through the photos and videos we create, aiming to inspire our audience to travel,” said Kusuma. “Rather than pushing hard-sell messages, we prioritise aspirational content, keeping promotional posts limited to Instagram stories, where they disappear within 24 hours. On the feed, we opt for visually engaging images or videos without any direct promotional text, maintaining a more organic and immersive experience for our followers.”
BurdaLuxury’s Lens
The evolving preferences of Gen-Z are undeniably shaping the future of travel, pushing both luxury and experiential sectors to adapt in innovative ways. From the growing influence of design-forward, Instagram-worthy accommodations to the rise of vacation ownership that blends luxury with accessibility, this generation is driving a shift towards more meaningful, personalised, and sustainable travel experiences. We can expect to see a continued focus on flexibility, exclusivity, and cultural immersion that resonates with both Gen-Z and the broader multi-generational market. The challenge will be to maintain a balance between tradition and modernity while ensuring that these new offerings remain authentic and impactful for all travellers.
