An Insider’s Guide to Planning Travel for Gen Z Adults

Generation Z is a huge generation, spanning the years 1997 to 2012, and with many of them entering adulthood, they’re the bright newcomers offering a perspective shift on how to travel. 

So how does a travel advisor help them plan their vacations? What should you, as an advisor, keep in mind as you go about planning travel for a Gen Z adult? 

Let’s get into it. 

How do Travel Advisors Attract Gen Z Travelers? 

You might be thinking: “I’m an older travel advisor. How on Earth do I even find Gen Z clients?” 

While having a strong social media presence is always useful, there’s one thing that many travel advisors have in common: referrals from parents! 

“We’ve worked with Gen Z families for years, and now that they’re traveling independently, they still rely on their parents’ recommendations—which often brings them back to us,” said Tammy Levent, CEO of Elite Travel Management, Inc. “Building trust and being relatable to this tech-savvy generation ensures a long-term client relationship.”

When a Gen Z traveler comes to you as a travel advisor, chances are they’ve already done their research online and are looking for someone to help them organize all the experiences and ideas they have. 

They’ve also likely discussed their ideal trip with their parents, who then refer them to you, their travel advisor. 

“I love working with my Gen Z young adult travelers,” said Michele Lindsay, Owner of Blue Pointe Travel in Grosse Pointe Park, Michigan. “They are often so open-minded and adventurous, and already have a good bit of travel acumen from years of travel experience with their families. These first trips that they embark upon without their parents or grandparents are an opportunity for Gen Z to explore their own travel style (budget or bougie?) and interests (foodie or art aficionado?).”

Which brings us to our next question...

What Do Gen Z Travelers Want? 

Traveler backpacking through Zurich, Switzerland. (Photo Credit: Vasily Makarov/Adobe)

The first thing to know about Gen Z travelers is that while they’re often (but not always) plugged into the Internet, they’re also incredibly hungry for unique experiences, cultural immersion opportunities and travel brands that align with their personal values. 

“Gen Z travelers are memory makers and driven by experience,” said Emma Schroeder, Owner and Luxury Travel Advisor at Major Traveler. “They are traveling heavily and want to immerse themselves in the most unique experiences possible. They are seeing the classic tours and activities all over their TikTok and social media feeds.” 

“This, in my opinion, drives a desire for getting more out of their travels,” Schroeder explained. “Whether it's hiking or biking, attending Formula 1, festivals and events, learning to scuba dive in a unique destination, taking an overnight train instead of a straight route—they're desiring more uniqueness in their itineraries.”

Gen Z travelers are also traveling in groups and solo more than other generations. FIT travel is a big seller, as travelers can really create the unique experience they’re looking for. 

That means they’ll often splurge on destinations further abroad, venture into niche tours or travel styles and ask questions about the sustainability of a certain travel brand they’ve been eyeing.

“As a parent of two younger members of Gen Z, this generation is poised to become a fast growing segment of our client base, and I am excited to see how they change the landscape of travel,” said Michele Lindsay. “With a more eco-friendly perspective, they help all of us strive to travel responsibly.”

A Flexible Digital Life is Key for Gen Z Travelers

Gen Z adults were the first generation to grow up with the Internet. As so-called “digital natives,” social media, texting and other forms of communication are often extremely popular for them. 

“Social media is a huge focus!” said Emma Schroeder. “Gen Z is heavily influenced by what they see on social media platforms—specifically Instagram and Tik Tok. Their travel choices can be shaped by the desire to visit visually stunning destinations, off the beaten path destinations and have a similar experience to others they're seeing on social platforms.”

“What also makes this generation unique is that they often chronicle their trips in video format, step by step and day by day. They show the good and bad of their travels—and they tell their social audience about it!”

As a travel advisor, it’s important to be aware of any travel trends popping up among the younger generations on social media, but when planning travel for Gen Z adults, it’s more about flexibility in communication and being open to fielding questions for them as they decide how they’d like to travel. 

“Patience and adaptability are key,” said Tammy Levent. “This generation prefers trendy, flexible communication methods—they love texting, see email as secondary, and rarely make phone calls. Offer payment plan options and break trips into clear, bite-sized components to help them understand the value you’re adding. Always stay ahead of trends to capture their attention.”

The Bottom Line

While Gen Z travelers likely have a different approach to traveling than their parents or older generations, they're also more likely to spend money on experiences than things, making them great clients who, if satisfied, will return to you time and time again for their travel planning needs. With a little adaptability and savviness, travel advisors can help curate the kinds of trips Gen Z travelers are seeking. 

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