StudentUniverse, a travel booking site for students and young adults, recently released its The State of Student Travel in 2024 study, revealing insights about what Gen Z travelers want from their vacations.
Notably, multiple findings indicate that this generation is looking for more meaningful travel experiences. Specifically, they want to broaden their perspectives with international travel (destinations including Italy, Japan and Greece rank highly for this age group); use the benefits of travel to improve their mental health and emotional well-being; prioritize cultural experiences over clubbing or partying; and go beyond mainstream experiences with curated activities tailored to their interests.
Our Analysis: Gen Z’s Priorities Align With Travel Advisors’ Services
A study late last year from IBS Software showed high interest among Gen Z and millennials in using a travel advisor — and the results of this new survey demonstrate some of the reasons Gen Z travelers are prime potential clients. Advisors who want to appeal to this demographic should consider joining or expanding their presence on TikTok, where 88% of respondents are following at least one travel influencer. Highlighting sustainability is another solid strategy for advisors looking to attract younger clients, who are looking to reduce their carbon footprint as they travel.
Fast Facts: What’s In and What’s Out
- Traveling to improve mental health is in: An overwhelming majority (93%) of respondents agree that travel experiences can positively impact emotional well-being.
- Turning to TikTok is in: Gen Z’s favorite social media platform ranked as the No. 1 site for video-centric travel inspiration.
- Prioritizing sustainability is in: A climate-conscious generation, 50% of Gen Z respondents are prioritizing booking with companies that have strong green credentials, and more than half say they make an effort to engage with eco-friendly organizations in the destination.
- Partying is out: According to StudentUniverse, Gen Z drinks 20% less alcohol than millennials, and prefers sightseeing and cultural experiences to clubbing and heavy drinking while on vacation.
- Domestic destinations are out: Looking to broaden their horizons, Gen Z is prioritizing international travels over domestic trips.
- Mainstream itineraries are out: Instead of hitting traditional tourism highlights, more than one-fifth of respondents say they are using artificial intelligence for personalized travel recommendations and combing TikTok to find the hidden gems of popular destinations (two areas where advisors could be of great service).
