A new survey from tour operator Contiki (which specializes in travel for 18- to 35-year-olds) reveals that Generation Z travelers are selective about how they use artificial intelligence (AI) in their travel planning. While this digitally native age group embraces AI for researching activities (56%) and finding travel deals (60%), only 7% would trust AI to book their entire trip. The survey found that 77% of respondents haven't used AI for any aspect of their travel planning.
"For travel advisors, these findings highlight a golden opportunity: Gen Z values technology as an enhancement, not a replacement, for personalized, human-guided booking experiences," said Melissa DaSilva, interim CEO of TTC Tour Brands (parent company of Contiki).
The company's annual Voice of a Generation survey also identified several emerging trends among American travelers aged 18-35. The research shows a strong interest in sober tourism, with 83% of respondents interested in booking alcohol-free experiences. Gen Z travelers are primarily motivated by cultural immersion (32%), learning opportunities (22%), relaxation (22%) and adventure activities (23%).
Environmental consciousness appears significant among this demographic, with 91% of respondents stating that sustainability is important in their travel decisions. Top priorities include positively impacting destinations and communities (43%) and wildlife preservation (39%). However, 59% indicated they wouldn't want to pay significant additional costs for sustainable travel options.
The survey also found that Gen Z travelers are open to alternative destinations, with 84% willing to consider less-traveled locations. Additionally, 56% expressed a preference for exploring off-the-beaten-path destinations over major tourist attractions.
"This generation is reshaping what adventures can and should look like — from embracing destination dupes as alternatives to iconic hotspots to prioritizing experiences that focus on mindfulness and connection,” DaSilva said. “By understanding these values, advisors can tap into Gen Z's unique approach to travel and create unforgettable journeys tailored to their preferences."
Editor’s Note: This article was generated by AI, based on a press release distributed by Contiki. It has been fact-checked and reviewed by a TravelAge West editor.
