How and Why Gen-Z Actually Spends Money on Travel

by Lacey Pfalz
Last updated: 7:00 AM ET, Fri July 3, 2026

Generation Z are largely adults now, able to make and spend their money on travel experiences. Yet how does their approach to planning travel differ from their elder Millennial siblings’ travel trends and desires, or those of their parents and grandparents?

We spoke to travel advisors to discover how Gen Z actually spends money on travel: how and why they approach using a travel advisor, how social media plays a major role in their travel planning process, and how this generation is actually becoming more mindful about travel experiences, from desiring to travel more responsibly to being more particular about how they spend their travel dollars.

One thing to note: a lot of travel advisors don’t book a whole lot of Gen Z travelers. This could be for a variety of reasons, including the perceived cost of an advisor versus booking alone, the increased digital savviness of this generation, or other factors.

Skyscanner’s Gen Z research found that 38% of Gen Z travelers use travel advisors over online travel agencies or booking sites. That number could shift higher should AI and social media lead to disillusionment over what they see online.

Gen Z's Mindful Travel and Social Media Influence

Contiki, Albania, tour operators, tour groups, young adults, young adult travelers, gen z

The first thing you should know about Gen Z travelers is that they know what they want—mostly. Over and above other generations, Gen Z travelers have already researched a destination, resort or the experiences they desire heavily, often before even meeting with a travel advisor.

“I would describe Gen Z travelers as experience-focused, research-driven, socially influenced, and very intentional with how they spend their money,” explained Samantha Shawhan at Destination Fun Travel. “They value authenticity, flexibility, personalization, and experiences that feel meaningful and memorable. They want trips that are worth sharing, but they also want honest guidance when planning them.”

Shawhan pointed out a very critical aspect of Gen Z: social media. Not only do they wish to visit a place that’s worth sharing, but this generation is also prioritizing researching travel through TikTok and Instagram—something every one of the advisors we spoke with agreed on.

“Social media plays a role in all generation’s travel desires, and especially Gen Z’s desires,” said Cole Kirkpatrick, Travel Advisor, VTA. “They see places that are beautiful; they learn about experiences they instantly put on their list. Some go as far as to curate their vacation daily itinerary around influencer recommendations. Even for restaurant recommendations Gen Z is avidly trying to find that which hasn’t been found yet and do it before everyone else does. Social media only stirs their desire to plan for or avoid places within the destinations they hope to explore.”

Gen Z knows what they want. The curated experience they see online is often the jumping-off point for this generation.

James Berglie, President, Be All Inclusive - Destination Weddings is now planning the majority of destination weddings for Gen Z couples: a new shift that started just this year. He explains their connection to social media.

“Prior generations came in having done some research, maybe read some reviews, talked to a friend who got married there,” Berglie said. “Gen Z comes to us having watched 47 TikTok videos about specific properties, having read the comments on those videos, having already ruled out resorts based on something a stranger said in the comments section 6 months ago. They have opinions that are this specific before we ever have our first conversation with them.”

Yet that doesn’t mean they believe everything they see online, as Shawhan explains: “That being said, I also think Gen Z travelers are becoming more aware that social media does not always reflect reality. It is a good place to find ideas but not the end all,” Shawhan continued. “They are looking for creators and travel advisors they trust to give honest opinions and realistic expectations, not just perfectly curated marketing.”

While the youngest adult generation certainly derives the majority of its travel influence over social media, that doesn’t actually make them vapid or naive.

Kirkpatrick explained that this generation tries hard to craft an itinerary that doesn’t lead to traveler fatigue. Pacing, destinations—especially ones that are less popular and therefore less crowded—and more in-depth travel experiences are often top of mind for Gen Z travelers.

“They likely have seen some places around the globe, but many have never left North America,” Kirkpatrick said. “They prioritize great experiences; they want to take vacations, not tours. They have a lot of great questions and truly want cultural interactions when they travel. Many Gen Z’s are thoughtful about their travel impact — how their visit to a destination impacts the people and places they visit. This generation knows what they want, but often they don’t have the confidence to do everything themselves. They would rather travel more than take one big trip every five to ten years.”

Gen Z Prioritize Quality of Experience Over Comfort

A young female traveler exploring old town Piran, Slovenia.

One big common thread for Gen Z travelers appears to be a greater focus on the quality of experiences they have while traveling—not just staying in a nice hotel.

In fact, advisors believe they’re less likely to spend money on a luxury hotel than spending money on more experiences that connect them to the people and places they’re visiting. That doesn’t necessarily mean they’re the cheapest and will avoid luxury or premium experiences; their definition of luxury is simply different than older generations.

“They are much more willing to spend money on experiences rather than just upgraded rooms. ‘We are sleeping and showering there, we won’t be in the room much,’” said Shawhan. “Excursions, beach clubs, unique dining, concerts, festivals, wellness experiences, and aesthetically appealing resorts are all things they are willing to splurge on.

“I also see Gen Z travelers prioritizing convenience. They are more likely to pay extra for nonstop flights, upgraded seats, airport lounges, or all-inclusive resorts where they know the price upfront and can avoid surprise costs later. Compared to older generations, they care less about ‘formal luxury’ and more about whether something feels worth the money and shareable.”

Gen Z travelers are also less likely to wait to splurge on trips, choosing to travel more often throughout the year than previous generations, while saving on dining out and other at-home experiences to pay for it. Skyscanner’s Gen Z research found that globally, 52% of Gen Z travelers are taking at least three trips a year.

This means their budgets will shift accordingly, but since they are largely experience-driven, they’ll also likely feel more motivated to spend on the experiences they really desire.

“In 2026, my Gen Z clientele continue expressing their desire to minimize their hotel stays while maximizing their experiences,” said Kirkpatrick. “Instead of the four- or five-star boutique hotel stay, some opt for modest stays so they can do a private wine tasting or the semi-private boat outing. They see value in what they experience more than the glamour of where they will stay by-and-large.”

So they know what they want, and are willing to spend money to get it: unique, shareable experiences that will stay with them for a lifetime.

“I would describe many Gen Z travelers as highly trend- and media-driven, curious, and experience-oriented,” said Lexi Johnston, Research & Concierge with Churchill & Turen and fellow Gen Z. “They often value flexibility, personalization, and opportunities to engage more deeply with local culture, food, and activities.”

Why Gen Z Choose Travel Advisors

So what brings the most tech-savvy generation to a travel advisor for help planning their next trip?

The first is confidence: they know that what they might be seeing online isn’t reality, and they’re determined to ensure they spend their money well. They also find greater confidence in traveling in an uncertain world when they have an advisor that can support them should things go awry.

“They have all these wonderful ideas and see how their vacation should go, but many are leaning on trusted travel advisors to make it happen,” said Kirkpatrick. “Some of my Gen Z clients have previously traveled with parents. So, they see the value of having someone handle their details. Others are completely new to travel, and even though they trust themselves and the plan they have, they still want someone to be responsible for them; they desire having someone available to them for inevitably when something happens. In a way, this bridges the gap for Gen Z travelers to their parents and grandparents: trust in professionals continues to be a priority.”

In an age of increasingly technologically led lives, having a human support contact like a travel advisor while traveling seems to increase traveler confidence and ease anxieties for all generations, both young and old.

Connection remains one of the most important benefits a travel advisor can provide that even AI can’t—and as Generation Z increasingly turns to more analog ways of life, this might prove to be the reason why Gen Z turns to advisors more than AI in the future.

“One thing I think is really interesting is that Gen Z travelers are pushing the travel industry toward more transparency and personalization,” Shawhan explained. “...As a full-time travel advisor, I also see them valuing expert guidance because there is almost too much information online now. Social media may inspire the trip, but many still want help figuring out what is actually worth their time and money.”

Generation Z is a growing traveler demographic with a very different approach to travel planning and with some unique travel desires.

Advisors should understand that they’re more likely to research via social media, desire travel experiences that feel personal or meaningful to them, and, while budget conscious, are more willing to spend on the travel experiences they really desire.

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