For Gen Z, the powerful and startlingly personal social algorithms are constantly feeding their inspiration, and fueling their aspirations.

All travel, whether low-key or adventurous, is an activity. After a pandemic that left them feeling cooped up, an economy that made luxury travel unattainable, and a sociological backlash against a seemingly shallow and materialistic generation before them, Gen Z travelers seek genuine experiences and local flavor over the perfect sunrise accentuating the perfect avocado toast. Search engines and travel sites can’t get them the recommendations they desire.

“I would fly underneath the plane with all the luggage if it was cheaper”

When it comes to Booking, Gen Z suffers zero fools. “I would fly underneath the plane with all of the luggage if it was cheaper. I have zero brand loyalty,” said one of our panelists. They haven’t had the life experience, or the credit card expenses, to accumulate miles with anyone, and the allure of a miles program is embarrassingly thin compared to the satisfaction of finding a good deal.

Gen Z is hungry for the authentic. “Authenticity” is a word that’s been used ad nauseam, to the point where it’s lost its meaning, and most likely elicits eye-rolls. There’s only one way to grab hold of Gen Z: actually provide good experiences and then amplify those offerings within the language of social media.

Want to explore more about Gen Z and travel? Download the report.