As Gen Z grows in spending power, more travel operators are paying closer attention to the generation's travel consumption habits. Agoda has identified five emerging travel trends among Asian Gen Zs (aged 18-27), offering insights into how this generation is influencing the future of travel in the region and showcasing their reliance on digital inspiration, preference for spontaneity and focus on shared experiences.
1. TikTok as the travel guide
Social media has become the dominant source of travel inspiration for Gen Z, with TikTok taking the lead. According to the survey, 20% of Gen Z travellers turn to TikTok for travel ideas, while 14% use Instagram.
This trend contrasts with Millennials, who still favour recommendations from friends and family. Despite the prominence of social media, personal recommendations remain influential, with 17% of Gen Z citing them as a key source of inspiration.
2. Spontaneity drives last-minute bookings
Gen Z’s penchant for spontaneity is reflected in their booking habits. A significant 20% of Gen Z book flights less than a week before departure, a rate higher than that of Millennials, Gen X and Baby Boomers. Accommodations are booked with similar spontaneity, with one in four Gen Z travellers securing their stay at the last minute, further reinforcing this generation’s affinity for impromptu travel.
3. Shared experiences
Travel for Gen Z is often a shared experience, with 38% preferring to explore the world with a partner. Group trips with friends and family vacations also rank high, reflecting the importance of companionship in their travel choices. Meanwhile, millennials are more inclined to prioritise family trips. The trend indicates a generational shift towards group and partnered travel over solo adventures.
4. Cost-conscious travel
Gen Z shares similar travel spending habits with Millennials – both prefer affordable accommodation options. Over half of Gen Z travellers (56%) aim to keep their accommodation costs under US$50 per person per night, compared to 44% of Millennials. Meanwhile, 32% of Gen Z plan to spend between US$51-100 per person per night, while 41% of Millennials have the same spending plans.
5. Universal wanderlust
Despite varying preferences for travel inspiration, booking methods, and travel companions, the desire to explore the world remains a unifying theme for both Gen Z and Millennials. Nearly half of both generations plan to take 1-3 trips in the upcoming year, with a third aiming for 4-6 instead.