Travel often, save money and seek adventure

Travel often, save money and seek adventure

Gen Zs aren’t easing into the travel market — they are exploding into it.

Despite their youth and comparatively low income, more than half of American Gen Z adults are frequent travelers, having taken three or more leisure trips in the past year, according to the data research company Morning Consult.

That’s because traveling is more mainstream now, and Gen Zs are broadly exposed to travel inspiration through social media, said Lindsey Roeschke, travel and hospitality analyst at Morning Consult.

“In short, they’re being raised in a society where travel is more prioritized than it was for past generations,” she told CNBC. Thus, “brands need to pay attention now.”

Big plans, little money

They are also willing to cut other spending to pay for travel, according to a survey published in March by the Gen Z media company Student Beans. In the survey, 83% of young adults said they plan to cut back on non-essential spending.

A guide published by Student Beans shows that from 2021 to 2022, Gen Zs’ average spending per purchase decreased for fashion (7%), tech (6%) and food (12%), while their travel purchases surged 60%.  

“Cost-of-living crisis or not, nothing is going to get in the way of Gen Z taking a well-earned break,” the report stated.

Why Gen Zs travel

According to Morning Consult’s survey, the top three motivators for American Gen Z travelers mirror those of other generations: to relax, escape or get away, and spend time with friends and family.

Yet the data shows they’re motivated to travel for adventure, mental health and cultural experiences more than older generations.

More than any other age group, Gen Zs are also planning to travel longer, to take more trips abroad and are the least interested in visiting places they’ve already been to, according to Morning Consult’s data.

What Gen Zs care about

How they plan

Millennials may remember life without mobile phones and social media. But Gen Zs don’t. That’s why many turn to technology for travel inspiration and booking discounts.

Some 62% of adult Gen Zs said they use technology to help them save on travel, according to’s “Travel Predictions 2023.”

And they aren’t just making decisions for their own trips — some are spearheading family vacation planning too.

“Travelers are being influenced by their children,” Deborah Frank, editor-in-chief of Luxury Magazine, told Virtuoso. “I have seen a lot of mother-daughter, father-son trips and have been told that the kids are determining where they’ll stay and what they’ll do.”


Rachel Meadows

Rachel Meadows

Trending topics news writer who enjoys cooking, walking her dog and travel.