gen z travel statistics 2022

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30+ Gen Z travel statistics and trends [2024 update]

What is generation z.

• Return and add more value to destinations over time
• Discover new travel destinations
• Incorporate technology such as apps into their trips
• Gain personal cultural benefits and contribute to the local communities that they visit

Gen Z: the next generation of travelers

• Gen Z are frequent travelers, making an average of three leisure trips every year.
• 60% of Gen Zers planned to travel by air in 2023.
• 42% of Gen Zers travel to spend time with family or friends. 
• 49% of Gen Zers plan getaways to relax. 
• Sightseeing is the top reason to travel for 70% of Gen Zers, while experiencing a new local culture is important for 68%. 
• 53% of Gen Z travelers use social media platforms for leisure travel recommendations.
• 70% of Gen Zers have been motivated to visit a destination after seeing it featured in a TV show, news source, or movie.
• 73% of Gen Zers are “vacation deprived”, which means they work too much and have too little time off.
• Culinary experiences are important to Gen Z, with 47% saying they have planned an entire trip around visiting a specific restaurant.
• 29% of Gen Zers were inspired to travel to a destination in 2023 by TikTok. 
• 70% of Gen Z travelers actively look for travel experiences off the beaten path that their family and friends have not heard of.
• 24% of Gen Z travelers were looking to spend less on their trips in 2023 than in 2022, citing economic concerns.
• In 2023, 43% of Gen Z vacationers wanted a beachside trip, while 32% were inclined towards a staycation.
• Only 8% of Gen Z travelers are willing to go into debt when making plans for leisure travel.
• 35% of Gen Zers finalize their travel plans less than one month before departure.
• Almost half of Gen Zers expect their parents to financially contribute to their travel costs. 
• When traveling to a foreign destination, clubs and parties are the main attraction for only 21% of Gen Zers. 
• Gen Z travelers have a preference for using Online Travel Agents (OTAs) to make travel plans. 

Accommodation: Gen Z prioritizes safety over cost

• Gen Z is more likely to stay in bed and breakfasts or vacation rentals than Gen X and Baby Boomers. 
• When it comes to booking accommodation, factors such as safety and security are more important than cost to Gen Zers. 
• Similarly, Gen Zers are more concerned with accommodation providers that offer unique experiences and have positive reviews over quality.

Gen Z travel in a post-pandemic world

• 79% of Gen Zers planned to travel more—or the same amount—in 2023.
• 30% of Gen Zers were more excited about travel in 2023 than they were before the pandemic.
• 87% of Gen Z travelers are more willing to pay extra for travel protections (such as travel insurance or refundable booking options) compared to other generations.

A new generation of values-based travel behavior

• Over half of Gen Z travelers would pay more for a travel company with an environmentally friendly ethos and practices. 
• 6 out of 10 Gen Z travelers look for more environmentally friendly transportation once they arrive at their destination. 
• 26% of Gen Zers want to connect with their cultural heritage when they travel. 
• Sustainability is key, with over half of Gen Zers (56%) preferring to stay in green or eco-friendly accommodations. 

Gen Z vs Millennials: Key differences and similarities

• With self-care in mind, 61% of Gen Z and Millennial travelers are prioritizing making travel plans that focus on personal wellness that provide well-being experiences.
• Millennials are more likely to book accommodation at a resort.
• Millennial and Gen Z employees are more likely to travel for work over the next year. 
• A higher percentage of Millennials blend work trips with personal leisure plans Gen Z. 
• 41% of Millennials prioritize cost when making travel plans.

Understanding Gen Z is key for the future of travel

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Gen Z Travel Trends & Statistics in 2023

Think of your marketing as a chance for Gen Z travelers to see a new place through the eyes of locals. Promote your venue or location’s most appealing features and hone in on what sets you apart.

Traveling with a social conscience

Gen Z is more likely to give back to a community or a purpose. They’re more concerned with volunteering, eco-tourism, or attractions that partner with local causes than other demographics.

One theory is that Gen Z grew up with an awareness of climate change, so they are likely to focus more on sustainability, ethics, inclusivity, and responsible travel. And 72% said they’re more likely to buy from a company that contributes to social causes .

Always connected

Having been born into a world of 24/7 access to the internet, Gen Z is the most digital-savvy generation, with physical and digital world experiences equally appealing.

Gen Z is likely to be more aware of new events and attractions. They’ll also share these experiences with their peers via social media.

What is common Gen Z consumer behavior?

As a true digital-first generation, Gen Z was raised with the internet, and social media like other generations grew up with radio and television.

So it’s probably not surprising these digital natives constantly want new ways to connect with attractions that focus on new technology, including augmented reality and the metaverse .

• 90% say social media influences international travel decisions, but the same principles apply to local attractions. If you’re not actively promoting on social media, you’re potentially missing out on reaching a growing market with disposable income. Gen Z’s favorite social media network is TikTok, which is helping to drive more content-driven experiences . The hashtag #tiktokmademebuyit has had 2.3 billion views!
• The smartphone is essential for Gen Z when researching, booking, or canceling trips. Can your guests seamlessly book online through a mobile device? If not, you're potentially turning away many new guests ready to book their next great experience.
• Reviews are critical to Gen Z. 68% of Gen Z read at least three reviews before making a first-time purchase online, so keeping on top of your guest feedback is critical to helping grow your business. Does your team know how or have the right tools to quickly action guest feedback and prevent negative ratings on public review sites?

• A recent UK study found that 97% of Gen Z visit city centers, large towns, and shopping malls and are likely to participate in various activities, with attractions venues the second most popular at 30%, second only to restaurants and dining venues (34%).

What does Gen Z do for fun?

While it’s undoubtedly true Gen Z spends lots of time on social media, they also love traveling to new places, getting outdoors, and focusing on well-being in addition to discovering new modes of digital entertainment. Let’s take a closer look at some of Gen Z’s favorite things:

Engaging on social media

97% of Gen Z consumers use social media as their primary source for purchasing inspiration and spend most of their time on TikTok, Instagram, Snapchat, and YouTube. You want to be where your audience hangs out, so think about how you can reach Gen Z on their favorite social media channels .

Streaming music, tv, and movies

Whether listening to music or watching movies, Gen Z likes to access their entertainment from online platforms like Spotify and Netflix. Could you capitalize on popular culture references by organizing themed nights or special events that talk to Gen Z’s favorite bands, movies, or tv shows ?

Finding new experiences is a massive part of the Gen Z travel experience. And with more Gen Z ready to explore their own country again, there’s never been a better time to promote ‘staying local'.

Getting outdoors

Even though Gen Z spend lots of time online, they still like to get outdoors for activities such as hiking and camping. If you offer outdoor-based attractions or events, promote them, especially as an alternative to indoor activities.

Gen Z is big on physical and mental health. While the traditional gym is still popular, other activities like meditation, yoga, walking and even rollerskating help keep this generation on the right track.

Make sure your on-site food and beverage options include some healthy choices, and think about how you could market more healthy activities or challenges. How about a trampoline park jumpathon for the ultimate test of fitness?

Which age group spends the most on leisure travel in the United States?

While Gen Z is more likely to return and add more value to destinations over time and, and right now, are primed to discover new and exciting attractions:

• A recent survey by car-sharing company Avail found that 72% of Gen Z travelers are looking to spend big on leisure travel this year – with this generation planning to spend more, or the same, in 2022 than pre-COVID-19 times. This puts them ahead of Millennials (70%), Gen X-ers (67%), and Baby Boomers (61%).

• And while the Millennials are planning to take the most trips in 2022 , at an average of 4.4 , Gen-Z is not much further behind, still planning on taking 4.1 trips .
• Gen Z travels an average of 29 days per year ; that’s nearly an entire month!
• A trend survey from American Express Travel found that 65% of Gen Z respondents said they would rather take a dream vacation than purchase a new car. This is a crucial insight into the mindset of Gen Z, highlighting their preference to spend more on entertainment and attractions to have fun with friends and family over purchasing big-ticket items.

How much is spent on domestic leisure travel in the US?

Recent economic modeling by the World Travel & Tourism Council shows strong growth in 2022 for the US travel & tourism sector, which is excellent news for attractions venues.

• US domestic travel & tourism is forecast to reach more than $1.1 trillion annually! This is also on track to be 11.3% greater than pre-pandemic levels.
• Americans’ average anticipated summer vacation spend  is $2,644 , up 25% in 2021.
• According to research undertaken by online travel website Trovatrip , while 51% of Gen Z surveyed said they were now planning for international travel, 37% are still choosing to take domestic holidays.

How to target Gen Z guests

Now that we understand a bit more about Gen Z think about what your business could be doing to target Gen Z guests better.

We know Gen Z unique experiences, spends a huge amount of time online, and are ready to spend time and money in new places, so here are our top three tips for your business:

1. Be active on social media

To attract and retain Gen Z guests, you need to promote your attractions through the right digital channels: TikTok, Snapchat, Instagram, and Youtube.

Look at some popular accounts to see what content resonates best, then test different platforms and content types to see what works best for you. Hint: video content tends to have the most engagement.

2. Make sure your bookings are mobile-friendly

It’s not only Gen Z guests that expect mobile-friendly booking, but they may not be as forgiving as other guests who grew up with more traditional booking methods such as phone and emails.

A great mobile booking experience will help you see more Gen Z guests arriving through your doors.

3. Tailor your product offerings to your Gen Z audience

With Gen Z chasing new experiences, it’s your chance to have some fun and think about creating special theme nights, exclusive events, and other one-off activities that will help put your business on the map.

And if you’re unsure where to start, think about running a simple poll on your social channels to help get the conversation started.

By better understanding Gen Z’s needs and wants, you can more effectively tailor your marketing with the right voice and channels, resulting in more Gen Z guests, hopefully promoting the experiences you’re offering to their peers.

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How Gen Z Is Changing the Travel Industry — and Where They Plan to Go in 2024

Gen Z’s growing share in the travel market continues to impact the way it operates, in many ways for the better.

Prime Images/Getty Images

Maybe it is shared climate anxiety or distrust in corporate America, but Gen Z is not waiting to see the world. They’re taking it by storm right now, and they are traveling in a way that is far different from other generations. 

In fact, more than half of Gen Z adults are already considered frequent travelers. “Millennials paved the way and created this sort of idea that travel is a right, not a privilege," says travel analyst Lindsey Roeschke , adding that Gen Z has built upon this mindset, continuing to prioritize travel above more traditional paths. While other generations are more likely to wait until they have a certain level of income before spending on trips, 61% of Gen Z travelers earn less than $50,000 annually, according to a study by Bankrate .

Alina Rudya/Bell Collective/Getty Images

Gen Z is famously skeptical, and many are hesitant to trust the long-term promises that come with traditional careers. “Jobs and job security are not promised to any of us,” says travel influencer Raimee Iacofono . With travel more accessible than ever before, many Gen-Zers prefer to start their journeys as soon as they can. 

Gen Z travelers have different priorities than older generations. 

Counter/Getty Images

While cost has traditionally steered decisions for first-time travelers, many of today's young explorers are booking based on their values. Gen Z is more likely to research how companies treat employees as well as their approach to sustainability, and these considerations impact their purchasing decisions. 

“You can’t earn brownie points with Gen Z,” says Roeschke. When it comes to the companies they support, Gen Z travelers view ethical practices as the bare minimum. 

On Southeast Asia travel, travel influencer Kayli King says: “People are becoming more conscious and you would have conversations about the exploitation of animals.” Travelers speak more openly about how they can support more ethical businesses, and Gen Z travelers are also more likely to point out which businesses still need to earn their approval. 

Beyond this, this generation is more likely to prioritize adventure, mental health benefits, and cultural experiences. This attitude makes them more likely to visit places they have never been before and travel for longer periods of time. Part of this is age-specific rather than generation-specific, but it solidifies travel as an outlet for these young adults to connect with nature, different cultures, and themselves. 

Where is Gen Z traveling next? 

According to travel app Hopper , Gen Z and Millennial travelers checked prices to destinations in Asia 50% more often in 2023 than they did pre-COVID. Kiwi Report and tour company Contiki also listed Thailand as one of the most popular destinations for Gen Z travelers in 2023. Thailand is a typical starting point for travelers embarking on a Southeast Asia tour, and it has been blowing up on social media alongside Vietnam, the Philippines, and other Southeast Asian destinations. 

Southeast Asia ticks all the typical Gen Z boxes. First of all, it is far less expensive than other popular destinations. As Kayli says, “The caliber of nature and landscape and the different things you can see for the price is honestly unbeatable.” 

There are also several notable, “Instagrammable” rites of passage, including the Ha Giang Loop, Koh Phangan’s full moon party, and the Komodo Tour. 

While Southeast Asia’s value and beauty have famously made it popular for young travelers and backpackers, it is also the culture shock that appeals to Gen Z. “Southeast Asia is a place that alters your brain chemistry," Raimee says.

Gen Z’s growing share in the travel market continues to impact the way it operates, in many ways for the better. It forces us to recognize our privilege as travelers, reevaluate the institutions we support, and enjoy travel for travel’s sake.

The Surprising 2022 Travel Trends Spearheaded by Gen Z

• Text D1A Staff
• Design D1A Staff

Ahhh… the getaway : that life-changing experience that has eluded younger generations in the past two years, as study abroad trips were unceremoniously cut short by Covid-19 and byzantine travel restrictions left many jetsetters stuck at home, doomed to cycle through pangs of wanderlust after canceled, rerouted or domestic-only trips. But with relaxing restrictions across the globe, the travel industry is poised for significant financial recovery and a majority of Gen Zers have packed suitcases at the ready. The World Travel & Tourism Council projected that this year alone, travel’s contribution to the global economy could reach $8.6 trillion.

According to #client American Express’ 2022 Global Travel Trend Report , which summarized what travelers are planning for the year ahead, moods are invariably shifting: 65% of respondents would rather take a dream vacation than purchase a new car, and 62% of respondents plan on taking two to four trips this year alone. It’s not simply the urge for new horizons that’s captivating the imaginations of those bored by the prospect of another staycation. There’s also a shift in offerings reflective of Gen Zers’ current desires, as dictated by the Great Resignation and the promise of Hot Vax Summer —whether they’re craving a truly once-in-a-lifetime experience, embracing indulgence or prioritizing sustainability.

Here, we’ve rounded up some of the year’s rising travel trends amongst generation Z to see how desires have evolved from the influencer-centric Millennial postcard vacation to the more specific jaunt that prioritizes the journey, not the destination. Before we take off, please fasten your seatbelts and ensure your table trays are in the upright and locked position.

Rest, Relaxation and Revenge

Two words: revenge travel. As the pandemic lifts and mask mandates vanish, pent up anger over canceled trips in the past few years has made travelers desperate to one-up their canceled plans with better, longer, and more luxurious vacations. The intention is to take advantage of loosened travel restrictions with even more ambitious plans than before. Despite inflation and conflict in the Ukraine and Yemen, travelers are booking bucket list trips and leaving work behind for even longer ( 48% plan to take off for more than two weeks ). And getting “revenge” has never been easier, with experts like award-winning travel experience company Black Tomato creating revenge-tailored trips that can be booked through their site. However, soaring demand to GTFO has driven flight prices up by 40% and jet fuel costs by 75% over what they were last year. Maybe the benefactors of all this planned revenge travel aren’t who we think they are. —Trey Taylor

@alixelay the dreamiest journey through some of the most beautiful tropical landscapes. all shot on the leica q ✨ #belmond #traintravel #trainjourney #bucketlist #travelaesthetic ♬ Une barque sur l'océan from Miroirs - Andre Laplante

Out of Office

Forget the return ticket. While nomadic living and working predated the pandemic , Covid lifestyle changes significantly accelerated the trend, freeing up office workers to eat, pray, love and Slack from their dream destinations or office hammock. The number of these paradise-seeking “digital nomads,” mostly Millennials, increased by 42% in 2021 year-over-year, catered to by “communities” like Noma Collective and Digital Nomads Madeira Islands , responsible for what GQ has dubbed “ Zoom Island .” In an update on the Airbnb model, Wander services a more upscale clientele, offering smart homes with a state-of-the-art workstation, textable concierge and, naturally, a Tesla (for groceries). The selling point for slow travel experiences like this is less about sight-seeing and more about replicating the comfort and community of home with the wifi connection of a Midtown Manhattan office—and a nice view of the beach. —Clara Malley

View this post on Instagram A post shared by Rachel-Jean Firchau, Rachel Off Duty (@racheloffduty)

Lose Yourself

Part of the allure of travel is immersing oneself in an unfamiliar locale, and adventure-seekers are taking their thirst for untrodden terrain to the extreme. After being cloistered at home due to the pandemic, “getting away” for some means going off the grid , as in the case of luxury travel company Black Tomato’s “ Get Lost ” expedition. Similar to Bear Grylls’ Man vs. Wild , travelers are dropped in a previously undisclosed area (whether jungle, desert or mountain) armed with only a backpack, GPS device and experts on call to ensure a safe return to their final destination. Much of the thrill comes from the mystery factor, and booking agencies like Pack Up and Go and Magical Mystery Tours conduct pre-travel questionnaires with clients before surprising them with bespoke itineraries. And for the true Castaway experience, Bushmasters —which bills themselves as “sustainable eco-tourism”—will “shipwreck” you off the coast of Panama or Belize for a ten-day survival course—Wilson not included. —Colleen Kelsey

View this post on Instagram A post shared by Black Tomato (@blacktomatotravel)

Escape in a Bottle

Anxiety around Covid continues to limit some people’s travel plans , but consumers are still itching for an escape. A variety of brands in the beauty sector have tapped into the wish for sun and sand, bringing beachy destinations to those remaining close to home. Take Poolsuite FM and their “Leisure-Enhancing Sunscreen” line Vacation , designed to evoke the nostalgia of ’80s summers with retro design and a transportive tropical scent. Self-tanning brand St. Tropez has also created a bronzing water that mimics the effects of hours spent lounging surfside, something that consumers would typically obtain by flocking to the nearest coast. The benefit to all of these new products? You don’t even have to leave the Sephora aisle to experience a getaway. —Danielle Lee

SPF & Sound Barriers

While American Airlines’ latest and greatest offering is a bus service , there’s widespread technological innovation happening in the travel sector. Nineteen years after the Concorde— the world’s first supersonic passenger jet—was grounded indefinitely, new efforts are underway to usher in the next generation of ultra-fast travel. Boom , a start-up with the goal of building a “supersonic future”, has signed a deal with United Airlines that will result in the purchase of 15 jets . Beijing-based Space Transportation is also working on a jet that could take passengers from Shanghai to New York in just two hours. Meanwhile, the world’s first flying car airport opened in the UK. No word on what surge pricing in the sky looks like… yet. —Eli Williams

Hot Vax Summer 2.0

Life should be lived according to one pervading maxim: If it’s not fun, then what’s the point? With travel feeling more feasible for the first time in the past two years, trips once thought of as distant fantasies are now becoming a reality. Travelers are already spending more, planning to go all in on what Expedia is calling the year of the GOAT, or, the “greatest of all trips.” The carnally curious are even chartering planes to fulfill some very specific desires . Is this the year to drink buckets of liquor on the streets of Bangkok ? Or book your spot at Sparty—aka the Grand Budapest Bath Party —where you can listen to techno while swimming in a Hungarian thermal bath accompanied by trippy visuals and fire jugglers? All signs point to yes. The pandemic has forced us to face the uncertainty of the future, but this year calls for embracing pleasure above all else. If 2019 had Hot Girl Summer , let’s decree 2022 as Hedonist Girl Summer. —Emma Fecko

View this post on Instagram A post shared by Sparty Budapest (@spartybudapest)

Room With a Queue

Call it the Wes Anderson Effect or blame it on the oversaturation of Airbnb , but staying in hotels is back in style. When Airbnb was first introduced, the appeal was not just cheaper rates, but a sense of local authenticity—and a place that felt like home. That quickly turned into hefty prices, hidden fees , privacy issues and charmless spaces . Now, travelers are seeking maximalist and lavish accommodations with white-glove hospitality. Boutique hotels with drool-worthy design and robust cultural programming are on the rise, and there’s a revival of historic icons like New York’s Plaza Hotel , The Beverly Hills Hotel, The Ritz Carlton and the Chelsea Hotel , which reopens this summer after a decade-long renovation. The fandom around these establishments has even sparked lines of merch for those who won’t be checking in anytime soon. And even if you’re not straying far from home, the HotelTonight app allows last-minute bookings, for those nights when only room service will do. —Elise Bang

@hannahstella Every room we’ve stayed in here has been completely different, it’s truly in a class of its own. #travel #paris #ritzparis #hotel #roomtour #luxury ♬ La Vie En Rose - Emily Watts

Swap My Crib

With rising flight and hotel room prices, some travelers are thinking of other ways they can save. Enter: #homeswap. With 6.8 million hashtag views, TikTokers like @ justjazzyidk and @grace_gagnon are just a few of those who have taken full advantage of how the social media app allows users a more affordable way to see the world. Those looking to trade places will create a post with their location and a tour of their pad before connecting with their perfect match. Home swaps are also gaining popularity outside of TikTok via exchange sites like Homeswap and Love Home Exchange . According to The New York Times , Homeswap reported a 51% increase of exchanges in April 2022 compared to April 2019 . Seems like there’s no better time to channel The Holiday IRL. —Braelyn Diamond

@grace_gagnon Serious inquiries only. Bonus points if you have a hot, single brother. #theholiday #boston ♬ The holiday theme - Siyana <3

Travel For Good

While most humans sat behind screens at the height of the pandemic, goats, racoons, turtles, and even sea lions took to the streets . Carbon emissions reached record low levels during this period and travelers took an opportunity to examine their individual impact on the planet. According to a 2021 global research report from Booking.com , 53% of those surveyed said they wanted to “travel more sustainability in the future.” In response, travel companies are offering experiences geared toward these interests. Intrepid Travel, a small group adventure company that launched “Impact Initiatives” for its 2022 tours, includes activities that directly support environmental or wildlife conservation, preserve indigenous culture or support marginalized social groups. Other resources include Impact Travel Alliance , a non-profit that provides tangible tips for how to travel in a way that empowers local communities and protects the earth. —Carolyn Cutrone

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Meeting the High Expectations of the Gen Z Traveler: New Report

Mary Ann Ha , Skift

June 21st, 2022 at 10:00 AM EDT

When predicting current and future trends, everyone in the travel industry has their eyes on Gen Z travelers, and, boy, are they demanding.

Mary Ann Ha

While the millennial traveler is the most reliable, stable target audience in the travel industry today, it won’t be long before everyone turns to the Gen Z traveler, who will lead the next generation of what’s new in the travel space. In fact, many are already turning to these younger generations, in hopes to prepare for the expectations to come .

Gen Z travelers across the globe have a sense of financial confidence for travel that is frozen in time, while their ethical and moral expectations for travel experiences have continued to rise, and their digital connectivity has intensified the desire to be a trendsetter, according to a new report by YouGov. 

“The way we start to travel is the way we form different experiences,” said Eva Stewart, YouGov’s global sector head of travel and tourism. “And the pandemic has haunted that experience. They’re not willing to compromise on what they got used to when they travel with their parents, perhaps the luxurious experiences staying at nicer places, but the point is that it’s very difficult to trade down. Gen Zs will try to do everything they can to kind of retain a similar level of travel experience as they are used to.”

The Gen Z sector presents an interesting subset of travelers. Those who come from mid-to-high income backgrounds, whose earliest travel experiences were with their families, had first impressions of traveling within experiential and financial parameters that were a lot wider than the reality of traveling as a young adult, with friends, partners, or alone. Their most formative years of travel were then influenced by a factor that none of the older sectors had to experience — a global lockdown. Now, those Gen Z travelers remain somewhat stuck in their past, in expectations that were set in their younger years, without having yet experienced the reality of what independent travel will look like. 

Therefore, whether it’s due to pent-up travel desire or high expectations left untouched, Gen Zs are most eager to spend more on travel compared to those over 25, leading the way amongst age sectors in spending more on travel this year. Overall, 21 percent of global adults intend to spend more on travel products and services in the next 12 months, while the Gen Z response rate was recorded at 26 percent with millennials following closely behind at 25 percent.

“Because they got accustomed to traveling with their families , it’s unsurprising that higher-income-Gen Z’s recent experiences have been with the luxury brands,” said Stewart. “However, the majority will still be looking at that mid-tier or value-for-money types of accomodations — it’s not to say that the entire generation is price sensitive, but four-out-of-ten will still find it prohibitive to manage the cost of travel versus their desire.”

While only some Gen Zs will attempt to retain what they’ve already experienced financially, most are asking for more in other areas. Nearly half of Gen Zs seek authentic experiences that are representative of local culture compared to their older counterparts, and despite being committed to budgeting options, they are still willing to financially support the local communities within their budgets. In fact, just over a third of global Gen Zs said they prioritize spending money on local businesses and produce when traveling, which is equally on par with global over-25-year-olds, who have more financial freedom. 

This idea of giving back translates to choice of activity as well. Gen Zs are also more likely to be interested in traveling with a purpose, such as volunteering and eco-tourism, which is again, fueled by the desire to do something meaningful and give back to the community. YouGov’s Global Travel Profiles showed that Gen Z travelers in particular have a passion for understanding more about other cultures and building “real life experiences” during their travels, such as connecting with the local heritage and people. They also have higher expectations for unique adventurous experiences such as remote destinations away from crowds or mental and physical challenges in unfamiliar places.

In addition to experiences that give back, Gen Z travelers, who grew up with heightened awareness of climate change and global crises, are also looking for newer experiences that are in tune with their environment, like eco-friendly accommodation options. Thirty-eight percent of Gen Zs across the world would consider staying in a green accommodation on their next holiday, compared to the 33 percent response rate of those over 25. In addition to accommodation options, over a third of Gen Zs are also open to search for sustainable travel offers, which is 6 percentage points above the over 25 cohort.

“The biggest difference is that younger generations are also willing to take action on it,” adds Stewart. “Concern levels vary amongst generations but Gen Zs actually want to do something. They are open to potentially paying a little bit more for greener flights, and are actively looking to stay in eco-friendly accommodation more than any other generation. The more that they learn about how they can be responsible, they form new habits that become good habits and easy to follow.”

The desire amongst Gen Z travelers to seek new experiences also leads to a stronger curiosity of growing concepts in marketing , such as cryptocurrency or the metaverse. In fact, Gen Z’s tendency to be more experimental could position the metaverse as a potentially exciting place to explore “dream” travel experiences. 

“It’s unsurprising that a lot of different brands are already investing in advertising themselves in the online space,” said Stewart, “but the metaverse will be an interesting place to market destinations , as Gen Zs wouldn’t mind exploring places online that they’ve never visited. For example, younger people are very curious about certain hotel brands and would be able to see what the design and experience is like in the areas which were typically reserved for the paying guests. It’s an aspirational type of travel in its own sense.”

Awareness levels of the metaverse is currently highest among US and UK consumers, and this is particularly true for Gen Z consumers. As brands are increasingly investing in the metaverse, this will enable travelers to aspire, explore, and plan for a destination in detail.

This ties back to Gen Z’s generally low and skeptical attitude towards typical travel advertising. Nowadays, advertising requires an additional point of reassurance, and although recommendations from family and friends is the most powerful tool of influence to go to a destination, reviews found on social media are critical in Gen Z’s final decision-making.

“That is where social media is at now, perhaps less of an inspiration and more to verify that what’s been advertised to them is accurate and will match their expectations once they arrive,” said Stewart. “Many Gen Zs might find a hotel online or through an (online travel agency) OTA, but they will then go and verify whether people who stayed in the hotel enjoyed their experience, looking for that verification on Tiktok or Instagram, rather than a travel review website.” 

Because Gen Z is the first generation to have 24/7 access to the internet and digital connectivity since birth, they see the physical and digital worlds as a seamless continuum of experiences. Despite 63 percent of global Gen Zs worrying about how long they spend on social media, they still acknowledge their deeper connection and reliance on social media, which in turn affects their expectations around the desire for seamless connectivity at home and whilst traveling.

In addition, as a hyperconnected generation, global Gen Zs are more likely to be aware of new and emerging events. Therefore, sharing their new social experiences and adventures with their peers is a high priority, especially if they feel like they’ve discovered things first, as they often desire to feel like they are ahead of the curve in knowing trends.

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It’s all about the experience – how gen z and millennials are transforming the travel industry.

June 9, 2022

After two years of social and cultural isolation, travel is booming back , with many travelers (especially from European countries with a seemingly strong grasp on the pandemic) keen to be surrounded by new people, cultures, and experiences once more. It is no surprise that Gen Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996) – those broadly less concerned by Covid-19 – are at the front of the queues back to the airport.

But how can destinations, tour operators and others in the travel industry best tap into the needs and wants of these generations that will shape the future of travel?

Affordable travel is preferred by Gen Z while Millennials travel the most

Gen Z is eager to get back to traveling ( nearly two-thirds of Gen Z are planning “revenge travel” ) and is planning trips to fulfil their desire to experience art, architecture, cultural events and new experiences ( when planning a holiday, 31% of Gen Zs say that it’s important for them to experience a different culture, while 32% say that they are seeking a once-in-a-lifetime experience ).

However, being a young generation, their spending power is correspondingly limited. While they spend one-fourth ( 25%) of their budget on flights, monetary concerns hold them back from splurging on expensive accommodation. Though discounts and affordable traveling are appealing to most consumers, it is the main point of consideration for Gen Z when booking holidays. They look for reasonable packages, mostly from online travel websites. For this reason, travel experts have found that discounts and flexible options would encourage Gen Z to travel.

Separately, Millennials are driving growth in the industry as they are the ones who travel the most, with an average of 35 days of holiday per year . This generation does not mind spending extra if that translates to unique, authentic, and cultural travel experiences, preferring exotic and meaningful experiences instead of well-trodden destinations. Tourism packages that include various activities and cultural events are likely to engage this audience.

Sustainability, diversity and inclusion are on the rise

Millennials and Gen Z are highly conscious about the environment – and plan to preserve it while traveling. In fact, two-thirds ( 67%) of Gen Z travelers consider sustainable travel options.

Alongside sustainability, diversity and inclusion are critical for this generation’s choice of travel destinations, according to Expedia Group .

Research from Orbitz reveals that Gen Z is looking for companies that offer value through diversity and inclusion and are likely to research a destination that matches these ideals. Brands should be able to provide a safe and welcoming environment for LGBTQ+ travelers and facilitate a dialogue on representation to attract the Gen Z audience. There are opportunities for travel industry companies that demonstrate their commitments to inclusivity and sustainability, expanding their offerings to travelers of all ages and backgrounds.

Gen Z & Millennials: How to reach them?

Unsurprisingly, Gen Z is heavily influenced by social media. When booking a holiday, their planning and inspiration come from social networks. This generation is more flexible when choosing a brand and can rapidly switch to companies providing better services. They listen to their loved one’s opinions and carefully look at reviews when selecting a service. Gen Z is also highly likely to consult YouTube when making a purchase and 87% of them noted that TikTok is their favourite social media platform . Therefore, creating and promoting video content, will attract these generations’ attention. Gen Z in particular is interested in gaining a learning experience during their travels. According to Canvas8 , travelling mindfully is greatly important to Gen Z as they value the importance of their impact on the world.

Millennials are attracted to incentives and promotions and are willing to share their personal details in order to receive these advantages.  Contrary to Gen Z, Millennials tend to be loyal to the brands they appreciate and are less likely to try new ones. This generation is more likely to be persuaded by influencers’ media content, they value personalization and prefer travel focused on comfort, lifestyle, and cultural experiences.

And when it comes to booking, Millennials and Gen Z are frequent mobile users and digital content consumers who prefer to use online travel agencies compared to more traditional travel booking methods. The travel industry’s focus should be on enhancing the digital booking experience, allowing travelers to save time and cater for different holiday styles that destinations can provide. Local experiences and cultural activities should be promoted in line with consumers’ interests.

The future of travel

The travel industry has had to undertake rapid transitions as a result of these generations’ impact on the topic. Will Gen Z keep hold true to its values? Or will they become more disconnected from their ideals? Will the world of constant transformation change their travel views?

Similarly, it is clear that Millennials are driven by cultural experiences when travelling. However, will they be open to adapting their fixed preferences and evolve to embrace new travel opportunities?

Learn more about FINN Partners’ Global Intelligence capabilities and expertise .

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POSTED BY: Leticia Gomes

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4 travel trends that are setting Generation Z apart

Travel inspiration comes from many different places.

For our grandparents, perhaps it was hearing a story from a friend, or reading about a destination in the newspaper. For our parents, they may have spotted an appealing destination on TV, and turned to a travel agent to make the reservation. But as technology advanced and the internet was born, younger generations began to develop wanderlust in a seriously different way.

Personally, as a millennial, l plan trips based on a variety of inputs: magazines, web articles, word-of-mouth and, of course, social media. But as someone on the upper end of the Millennial generation, I didn't always have Google or an Instagram account.

But Generation Z (largely, anyone born in the mid-1990s or later) has never known a world without the internet. And now as these young travelers are coming of age and entering their early 20s, they are taking out their wallets and starting to explore the world on their own.

According to an Expedia Media Solutions study , members of this generation take an average of 2.8 leisure trips annually — not far behind Millennials, who are further in their careers and travel for leisure 3 times per year on average.

And while older generations (from Millennials to Baby Boomers and beyond) prioritize spending quality time with friends and family — according to an AARP study — Generation Z travelers are more likely than others to take an activity-based trip such as hiking, to travel for a special event like a concert or prioritize high bucket list trips, according to Expedia.

Related: The 7 best starter credit cards

So, what does this all mean for the travel industry? And how do these new explorers, no more than 24 years old, decide where they want to travel? Here's what a few Gen-Zers had to say.

Instagram's influence

It's no surprise that members of Generation Z are finding their travel inspiration on social media. But Instagram, in particular, is a visual-driven platform with millions of photos from the far reaches of the earth.

"I usually start by choosing a certain city or landmark that I'd like to see, and I find those on Instagram," Rachel Waldholz, 18, told The Points Guy. "I then find tours that go to that location and line up with the time we have to travel that cover as many places as possible."

And if it's a friend posting a picture, the connection is even stronger. "Instagram plays a big role in places I want to go too," Gabriel Kirshtein, 24, told TPG. "I think it helps validate the beauty of the places I've seen elsewhere. Like when I see a couple honeymooning in Greece and Italy."

Willow Livengood, 21, agreed saying, "I have a bucket list of countries I'd like to go to that I've seen on Instagram. For example, my friend Eliza had cool pics from Barcelona. So, Spain was on my radar."

According to the Expedia Media Solutions poll, the rise of social media will result in a complete change of the travel market, including destination preferences, purchase habits and the size of travel groups. In fact, the poll found that 87% of travel decisions made by Generation Z are influenced by social media platforms including Facebook, Instagram and Snapchat.

Jenn Mann, psychologist and author of " The A to Z Guide to Raising Happy, Confident Kids ," said this makes sense, because this generation grew up in a world — and a life — filled with social media. "They don't know a world without Instagram and social media," she said. "It's their news source, source of connection with their friends; It's their 'inspo,' it's their #goals. So, it makes sense that it's a source to open them up to exciting and educational places they otherwise might not go. "

On the flip side, Mann said they don't realize how vulnerable they are to ads and targeting when it comes to advertisers. "There's a reason hotels and destinations are paying influencers to vacation," she said. "Psychologically speaking, I don't think social media is going anywhere for a long time. They're only going to [get] more and more savvy."

Set-jetting

We've all heard of jet-setting. But, set-jetting — traveling to visit the filming locations of your favorite TV show or movie — has become increasingly popular. There are entire tours dedicated to seeing the "Game of Thrones" destinations , and we know of Highclere Castle thanks to "Downton Abbey."

"Television and movies have a big part to play in where I want to go," said Kirshtein. "When I think of dream places to visit, I think of foreign countries like Japan and Ireland. Both of those places had beautifully been featured in movies I have seen, and those moments leave an impression."

Yes, "Leap Year" with Amy Adams inspired his interest in visiting Ireland, and "The Crown" made him want to visit England.

"These places on TV and in films are accessible in a way that wasn't possible before," Mann explained. "You can Google a beach or mountaintop in a movie and find out where it is and actually go. That access will certainly drive the decision making of where younger generations want to travel."

Fiscal responsibility

Although Gen-Zers might have lofty goals of visiting the places they see on Instagram or in movies, money still talks.

"When I do travel, I don't go to Japan and Ireland because I can't afford [to]," said Kirshtein. "So, I try to find places that are more affordable, like last year I went to Seattle and this year I went to Toronto."

Livengood, who is currently in Germany for an internship, uses Google a lot to find flight deals that inform her travel decisions. "I'll Google flights and see what's under 50 euros," she said. "I wouldn't be motivated to travel so much if the flights weren't so cheap. My decisions are made 99% because of cheap flights and browsing like two months ahead with no specific dates."

Since this generation is just entering the workforce, they're not necessarily able to afford the bucket list vacations quite yet. But this internet savvy combined with schedule flexibility makes it easier than ever for them to spot budget-friendly travel deals. Though they are dreaming big, their actual travel patterns tend to currently lean more toward what's most cost-effective.

"Gen-Zers can go on a budget website and find competitive rates," said Mann. "That wasn't as easily accessible before. So, this generation can be their own travel agents."

Ultimately, Gen-Zers might have far-flung destinations on their bucket lists, thanks to social media and blockbuster hits. But they're not in a financial position to take those trips quite yet. Of course, this is exactly where points and miles can come into play to make the otherwise inaccessible and far-flung destinations fit into an average 20-something's budget.

Related: Beginner's Guide to points, miles and credit cards

Phoning it in

We know Generation Z gets travel inspiration from social media. But these young travelers are also using their phones to research trips, and share photos from that getaway. The report by Expedia Media Solutions noted that both Millennials and Generation Z use mobile devices at almost twice the rate at which Generation X and Baby Boomers do at every stage.

Though booking via mobile isn't as popular as the other three stages of trip planning for Generation Z, increased participation is likely as more alternatives to desktop search hit the market. That could explain why airlines like Spirit just announced that travelers would soon be able to book a flight via texting starting in September, and why airlines like United are looking into similar mobile chat functions.

Bottom Line

Saving for travel is a long-term goal and a top priority for this up-and-coming generation. As they grow in their careers and ultimately command higher salaries (and bigger mileage accounts), those one-time, back-burner dream trips may become a reality. Likely, members of Generation Z will be willing to shell out big bucks to check items off the bucket list. But, all those years spent searching for competitive rates and cheap flights will equip them well to spot deals, stretch their budgets and maximize their miles as they explore the world.

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Article Highlights

When do gen zs make travel bookings , gen z travel priorities , ethical travel: an emerging factor , short getaways, longer trips.

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Gen Z’s 2022 travel plans explained

It’s the industry that arguably took the biggest hit as a result of COVID-19. Two years on, Gen Z students are finally able to act on their wanderlust. Here’s the lowdown on what they’ve got planned. 

At Student Beans, we’ve been following the pent-up demand among Gen Zs since May 2020 – and there’s no doubt that it’s particularly strong in the travel sector. So much so, in fact, that it likely had a strong impact on whether Gen Zs got the vaccine or not. Our brand partner Contiki surveyed young travellers in early 2021 – and a huge 71% said that they would take the vaccine if it enabled them to travel. 

Gen Zs aren’t super spontaneous when it comes to travel – 27% book holidays between six months to a year in advance, and 20% book between three to six months in advance. By comparison, just 12% book a week to a month in advance, and just 3% are spontaneous enough to book one week or less ahead of departure. 

However, once young travellers commit to their plans, they do expect some flexibility from providers – particularly with COVID-19 still causing localised issues across the world. According to Contiki’s research, 86% of Gen Z travellers want free cancellation on their holiday bookings, and 74% look for flexible booking in general.

We’ve covered how Gen Zs book their holidays – but what do they expect once they get there? Overwhelmingly, low cost is a high priority for young holidaymakers. Gen Zs are right at the start of their period of financial independence – budgeting is still very important, and it will be a while before this cohort can blow the budget and splash out on a high-value trip. 92% consider cost to be the most important factor when looking for a travel destination. 

That said, there’s one area of travel that Gen Zs are less likely to scrimp on: accommodation. According to a report by the European Travel Commission (ETC), one in three Gen Zs prefer to book a four or five-star hotel. So while they might prefer to keep the overall trip costs down, Gen Zs are still concerned about getting a high-quality place to stay. 

Cost is closely followed by safety – 74% of Gen Z holidaymakers consider this when booking travel. This of course refers to any crime or turbulence within a possible destination – but it’s also likely that young people will look into the COVID risk within a destination before deciding to book. 

On balance, Gen Zs are less bothered about the distance they would have to travel to reach a destination (34% consider this), which is a strong sign that long-haul travel could make a triumphant return in 2022. 

Gen Zs are governed by a strong set of values – and as consumers, they often demonstrate this in their purchasing patterns. Travel is no exception. 93% of Gen Zs say that it’s important that a brand cares about sustainability and protecting the environment, which may impact everything from airline choice to destination.

This also means that Gen Z adventurers will show greater consideration for their destination than (perhaps) we might expect of their older contemporaries. Contiki data shows that 74% of Gen Z travellers would look to source from local markets while travelling, and 66% want to avoid single-use plastics. In addition, 60% want to offset their carbon footprint when travelling. 

When Gen Zs are at university, they have more opportunities than ever to book short, cheap getaways – with long university breaks and limited contact hours, this is a unique window of opportunity for budding travellers. 

Europe remains a popular destination for Gen Z – 41% of respondents to Contiki’s survey said European countries were on their bucket list. ETC data shows that trying locally sourced food and drinks is a top priority for holidaymakers in Europe (75% of Gen Zs are interested in this), closely followed by discovering urban culture (67%) and visiting museums and concerts (62%). 

Will Gen Z students be embracing the well-established tradition of backpacking in their late teens and early twenties? In short – yes. 75% of UK Gen Zs intend to go travelling or backpacking in the near future. 

Most Student Beans users intending to travel told us they plan to save between £2,000 and £3,000 to fund their trip. And while most students haven’t planned how long they intend to travel for, 44% of students intend to keep their trip length to six months or less. 

Summer 2022 is here. Find out how students spend across the travel vertical and more with our latest summer spending infographic. 

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Gen Z Statistics

LAST UPDATED: May 11, 2023

Ivan Blagojevic

Millennials might be one of the most powerful age groups; however, a new generation is stepping onto the stage. Gen Z comes with many preferences that differentiate this age group from everyone else, millennials included. People born between 1997 and 2012 belong to a group destined to leave a long-lasting impact on the planet. Gen Z statistics show that this group comprises young and open-minded individuals, creative, independent, and most of all, fully digital.

Here are some stats we have compiled for you to let you in on the secrets surrounding this generation and their behavior, habits, and perceptions. 

Gen Z Statistics (Editor’s Choice)

• Generation Z comprises 27% of the total US population. (Insider Intelligence)
• Over one-third of Generation Z are not religious. (Survey Center on American Life)
• Only 45% of Gen Zers report they have very good mental health. (AECF)
• 87% of Gen Zers in the US said they are worried about the environment. (AECF)
• 65% of Gen Z consumers have increased their use of social media in the last few years. (SproutSocial)
• 70% of high schoolers want to follow their own path in education. (Lead Squared)
• 74% of teenagers spend their free time online. (Thrive My Way)
• Gen Z accounts for $43-$44 billion of direct spending. (Trifecta)

General Statistics About Gen Z

1. generation z comprises 27% of the total us population. .

The Generation Z year range spans from those born after 1996 up to those born in 2012. It’s following Millennials as the largest emerging group of consumers; however, more tech-addicted and social justice fanatics. It’s the youngest, and most ethnically diverse generation in the US, that grows with technology and the internet, using it all the time in their daily lives. 

(Insider Intelligence)

2. 52% of Gen Z in the US are non-Hispanic white. 

This is a bare minimum difference from other ethnicities, considering the previous generations. Generation Z statistics suggest that they are the most racially and ethnically diverse bunch. One in four Gen Z individuals in the US are Hispanic, 14% are Black, while 6% are Asian. Other races comprise 5% of this age group. 

(Pew Research)

3. 51% of Gen Z think they are more creative than their predecessors. 

Those are one of the most creative generations. Some 77% of individuals from this age group like doing creative activities, like painting. 48% claim they regularly do this kind of activity, for instance, meme creation, while online. 

Generation Z Religion Statistics

4. over one-third of generation z is not religious. .

According to the latest research on religion in America, each generation seems to be less religious than the one before it. So if we compare Gen Z versus Millennial groups, we can confirm that this group is not quite religious as its predecessors. 

(Survey Center on American Life)

5. 21% of American Gen Z individuals identify as atheist or agnostic. 

This compares to 15% for millennials. While Gen Z religion statistics indicate that many from this generation identify as non-religious, it doesn’t necessarily mean atheist, with some maintaining a cultural affiliation to a particular religion and others creating their own form of spirituality. 

(Pacific Standard)

6. 40% of Gen Z members in the US attend church weekly. 

Participation in formal religious activities is not one of the common Gen Z traits. On the contrary, it’s much less popular among young people than it was for the older generations. So 57% of baby boomers claim they attended religious ceremonies once a week during their childhood. About 45% of millennials could confirm the same. 

7. 74% of those belonging to the Gen Z generation said they no longer identified with their formative religion when they were 17 or younger. 

Gen Z religious statistics show that around three-quarters of young Americans (18-29 years old) stopped identifying with their religion at 17 years old or less. Moreover, 26% left before their teenage years. For previous generations, it was more typical for them to leave religion when they were in college or older. 

Generation Z: Mental Health Statistics

8. only 45% of gen zers report they have very good mental health. .

Based on the APA’s stats, one of the most common Generation Z negative characteristics is the abundance of stress. Less than half of surveyed individuals claimed they had excellent or very good mental health. On the other hand, all other generations registered better results. Gen Z seems to be the most depressed generation in history; however, they are more likely to seek out therapy. About 37% of them said they have visited a mental health professional, much more than other generations. 

9. 57% of Gen Zers versus 45% of all adults claim deportation of immigrants and their families is a source of significant stress for them. 

In line with the Gen Z stress statistics, members of this group tend to feel more stressed than other adults about the stuff in the news. For example, the separation of immigrants and their families and deportations bother them a great deal (57% vs 45% for all other adults). Similarly, sexual harassment and assaults cause significant stress to them (53% vs 39% for all other adults). 

10. 48% of LGBTQ members of Gen Z claim they were unable to receive mental health counseling in 2020. 

Although most Gen Zs are less prone to stigma about mental health issues, there are some leftovers in this sense, still bothering these individuals. So a report from 2021 reveals some devastating Generation Z stats. Namely, suicide attempts among LGBTQ Gen Zers were lower among those who managed to change their name or gender on their documents. Further, they were lower for those whose pronouns were respected or who accessed places that reaffirmed their sexuality and gender identity. That said, some 42% of LGBTQ Gen Zers considered a suicide attempt in 2020. 

(Medical News Today)

11. One in four members of Gen Z feels emotionally distressed. 

About 25% of young people belonging to this group feel poor emotionally. Gen Z mental health statistics reveal that this is almost double the Millennials (13%) or Gen X (13%). Moreover, it’s triple more than baby boomers (8%). COVID-19 hasn’t actually improved the situation, rather, it has made it worse. 

12. Nine in 10 adults from Gen Z experienced at least one emotional or physical symptom of stress. 

Roughly 91% of Gen Zers feel some symptoms of stress. Namely, 58% felt depressed, and 55% lack of motivation and energy, Generation Z depression statistics indicate. Only half of them actually feel like they do sufficient to handle this stress. 

13. 58% of Gen Z have two or more unmet social needs. 

One of the common characteristics of Generation Z is that they claim to have at least several unmet social needs. In fact, it’s more than any other generation before them. Only 16% of people from these generations claim the same. These often include food, housing, transportation, education, employment, income inequality, safety, and so on. As a result, these unmet needs result in poor mental health, or people with poor mental health are more likely to report these needs as unmet. 

14. 54% of Gen Z women feel stressed all or most of the time. 

Gen Z mental health stats show that compared to men, Gen Z women feel more stressed in general. Unlike women, only 39% of men from this age group feel stressed all or most of the time. 

15. 53% of  Gen Zers think discrimination based on mental health often happens in their country. 

Over half of surveyed members of this generation feel like the state of someone’s mental health is the reason for their discrimination. 50% of millennials also agree with this statement. 

Gen Z Political Statistics

16. half of the oldest members of gen z said that someone from their household had lost a job during coronavirus. .

Millennials came of age during the Great Recession, but Gen Z have come into a strong economy with significantly high unemployment. On top of that, COVID-19 has shifted the political, economic, and social landscape of the country, and now Gen Z stands before the uncertain future. Despite that, Gen Z behavior is positive toward progressive forces; they are pro-government and consider the growing ethnic diversity in the country a positive thing. Moreover, out of all generations, they are least likely to consider the US superior to other countries. 

17. 65% of those between 18 and 24 years old voted for Biden in the 2020 elections. 

A record number of Americans voted in the 2020 presidential elections. Similarly, a record-high number of votes went to Joe Biden, who received 5.5 million more votes than Donald Trump. Biden received 11% more votes from GenZs than from any other generation, from the Generation Z political statistics show. 

18. 87% of Gen Zers in the US are worried about the environment. 

Before the pandemic, Amnesty International conducted a poll on a sample of 10,000 Gen Z individuals worldwide to determine what they consider the most important issues. Global warming garnered the highest number of votes (41%). As many as 93% of them meanwhile think brands have an obligation to take a stand on environmental matters. 

Generation Z Social Media Usage Statistics

19. 65% of gen z consumers have increased their use of social media in the last few years. .

Gen Z social media usage has been growing exponentially over the last few years. It is one of the generations that is extremely present online. As a result, 45% of individuals from this group expect it to continue over the next couple of years. 

(SproutSocial)

20. 80% of Gen Z on social media follow at least one influencer. 

According to Gen Z social media statistics, influencers play an important deal for this generation. In fact, representatives from this age group follow at least one across multiple platforms, including TikTok, YouTube, or Instagram. 

21. One in 10 people fails social media screening, especially in the millennial and Gen Z age groups. 

By oversharing on social media, Gen Z and millennials risk failing future social media background checks by employers. These two are especially sensitive groups due to the combination of the inexperience of youth and the permanence of the Internet. 

Gen Z Education Statistics

22. 50% of more gen zers are open to something more than 4-year college. .

The majority of today’s students are Generation Z born between the mid-1990s and early 2010s. These digital natives have higher expectations of schools’ technical savvy and more preferences for their college experience. 

(Lead Squared)

23. 70% of high schoolers want to follow their own path in education. 

Gen Z education stats show that students today are strong in their opinion that they have to forge their own path in education. Less than one-quarter agree with the traditional form of four-year college education and that it is the only road to a good job. However, there are many obstacles, including how to complete non-traditional education verification. 

24. Almost 75% of surveyed high school students claim that paying back student debt is their highest worry. 

Gen Zs are hesitant when it comes to taking up loans to complete 4-year traditional college degrees. They need more time to evaluate their needs and interests, and their aversion toward student loans is more than apparent. Gen Z college statistics show that up to one-third say the financial fallout from the pandemic will sway them away from pursuing a 4-year degree.

25. 86% of Gen Z believe that colleges should have social media accounts. 

One of the things Gen Z does is interact with educational institutions online via social media. Instagram has emerged as this generation’s preferred platform, while the use of Facebook continues to decline. 

Gen Z Online Shopping Stats

26. over 30% of gen z and 36% of millennials plan to shop less in brick and mortar stores. .

In line with the latest Generation Z trends and millennial spending statistics , a lot of members of these groups will shop more online in the future. For these two, ecommerce is more attractive than ever, with 28% of Gen Z and 24% of millennials saying they shop online more often. 

27. 52% of Gen Z named price comparison as one of the top online shopping benefits. 

Unline Gen Zers, for Millennials it’s more about the convenience (55%), Gen Z shopping online statistics indicate. Social media is a big influence on online shopping, so 64.2% of Gen Z said that they get their inspiration on Instagram. Compared to them, 39.1% of millennials claim the same. Moreover, Gen Z would more likely pay for sustainable fashion (41%), while 73.9% of millennials think it’s important that brands are supporting diversity and equality. 

28. Only 19% of Generation Z are willing to buy on credit. 

According to the Gen Z consumer trends, most of them witnessed their parents enduring financial struggles during the Great Recession in 2008. As a result, they are economical and sensitive to prices, Gen Z shopping statistics indicate. Only some 19% are ready to buy on credit, as opposed to millennials, where 30% are willing to do so. 

29. 68% of Gen Zs want brands to contribute to society. 

Gen Zers are more inclined to sustainable shopping in every sense. So they want their brands to help society. Moreover, 61% would rather choose a brand that treats their personal info with more responsibility. That’s why 75% of Gen Z customers prefer Amazon over Walmart and eBay when shopping online. 

(Thrive My Way)

Gen Z Travel Statistics

30. gen z travels for approximately 29 days per year. .

Although Gen Z spending power allows this generation to travel more often than some earlier generations, Millennials remain at the top as the generation that travels most. For reference, they spend 35 days per year traveling. Gen Z travels more than baby boomers and Generation X and is slowly catching up on the millennials. When it comes to international travel, over half of Gen Z plan to travel like this, compared to 35% of millennials. 

(Hotelmize)

31. Among Gen Z, value for money is the top reason for choosing a destination, with 47%. 

In line with the latest survey on Generation Z travel, statistics reveal interesting results on what drives Gen Z to choose a destination. Similarly, one in three Gen Z respondents said that they would most likely choose a four or five-star hotel. Some 30% would choose the budget hotels. 

(Travel Agent Central)

32. 38% of  Gen Z travelers consider unique experiences to be a must-have thing on vacations. 

Generation Z is not so eager, such as millennials for unique experiences on vacation for it to be great. Namely, 48% of millennials claim that this is essential for a vacation to be put on a ‘best even’ list. This compares to 38% for Gen Z. 

Gen Z and Technology Statistics

33. 95% of gen z own a smartphone. .

This generation is full of digital natives. Generation Z and technology go hand in hand almost all of the time.

(Jason Dorsey)

34. 74% of teenagers spend their free time online, Gen Z technology statistics show. 

Most Gen Z’s spend their time online. About 28% of them use the Internet to learn new things. The average Gen Z user streams 23 hours of videos a week. 

35. 66% of Generation Z uses several devices at a time. 

In fact, one in five teenagers recycles electronics. However, if they have to choose one device over another, 75% of Generation Z prefer smartphones to desktop computers. 

Gen Z  Workforce Statistics

36. gen z accounts for a small part of the us workforce, only 11.6% in 2020. .

Generation Z workforce is still relatively small, considering that the oldest from this group is only 24 years old. However, with them growing up, they might be as much force as their predecessors, millennials in the workforce statistics indicate. 

(Great Place to Work)

37. 38% of Gen Z find work-life balance extremely important. 

Returning focus on some traditional components of work like health insurance and salary is one of the main traits of Gen Z in the workplace, statistics show. Namely, other than work-life balance, 58% would work more during weekends and nights if it gets them more pay. For 65%, salary is important, while 70% name it one of the top employee benefits. Also, 70% claim that health insurance is necessary for them to apply for or stay in the job, employee retention statistics reveal. 

38. 83% of surveyed Gen Z individuals claim that a company’s values are what makes a difference for them. 

The Gen Z work ethic is tied to the company’s values. Namely, most of them prefer to work for a business that is committed to inclusion and diversity. Employee engagement statistics show that companies that work hard on being a good place to work for everyone have a solid foundation for attracting fresh talent. 

39. Onboarding has decreased anxiety levels for 62% of new Gen Z employees. 

Onboarding is a vital factor for Generation Z in the workplace, statistics confirm. Some 62% of them said that it equipped them with skills and resources to perform better at their job, employee onboarding statistics show. About 67% of Gen Z agree that it also made them feel welcome in the new company. 

40. 29% of Gen Z has a very high entrepreneurial spirit index. 

It would seem that generation falls behind on entrepreneurial aspirations. For Generation X, those with a very high index are 33%, while for millennials, the number is 36%, millennial entrepreneurship statistics show. Only baby boomers underperform Gen Z with 25%.

Gen Z  Statistics on Consuming

41. gen z accounts for $43-44 billion of direct spending. .

Thanks to Generation Z spending habits, teens directly affect $75 billion of discretionary spending. Moreover, they strongly influence over $200 billion worth of sales. Mostly, they spend on themselves. 

42. In 2021, there were 37.2 million digital buyers among the US Gen Z population. 

Gen Z spending statistics show that in 2021, about 78.7% of the Gen Z population bought something online. They are on the path to becoming the largest consumer group in the US. For example, predictions show that in 2025, 85% of the total Gen Z population will be digital buyers (55.5 million consumers).

43. Gen Z is on track to lose $10 trillion of life-cycle earnings due to COVID-19. 

Generation Z purchasing behavior could be under effect by the pandemic a great deal. The pandemic has put a break on their economic growth. The World Bank estimated that it would affect their financial future similarly to the Great Recession and millennials, Gen Z financial statistics reveal. 

(Business Insider)

44. 54% of Gen Zers in the US said they have been saving more since the pandemic. 

The spending habits of Gen Z have been curbed by the pandemic, resulting in more savings. While 38% said they opened an online investment account, 39% opened an online bank account. 

45. Gen Z’s disposable income in the US hit $360 billion in 2021. 

Gen Z income statistics show that this figure is a sum of what this generation of individuals earns from their employment ($263 billion), the income they generate from side jobs ($40 billion), and money from their parents ($57 billion). 

(Cision PR Newswire)

46. Gen Z’s credit score jumped 13 points between 2019 and 2020. 

For instance, in 2019, they had 641 points, while in 2020, it grew to 654, thanks to fewer missed payments than all other generations, among other reasons. Gen Z consumers are maybe inexperienced and new to the market, but they are showing promising signs on how to manage their credit, including using assistance from credit repair companies when needed. 

Gen Z Dating Statistics

47. 75% of surveyed gen z said they were not dating during the pandemic. .

A study on dating that comprised 45% of Gen Z demographics revealed interesting results. Most of the members of this group refrained from dating during the pandemic. For most, it was due to wanting to take time for themselves to figure out their needs better before going after a relationship. 

48. 85% of Gen Z said they have been sexually active since 18 years old. 

Gen Z sex statistics show that despite that, those between 20 and 24 years old were more likely to remain sexually inactive compared to Gen X and millennials. In fact, 15% said they were indeed sexually inactive, while only 6% of those from Gen X said the same about the time they were at that age. 

Generation Z Drug Statistics 

49. 23.6% of 12th graders use illicit drugs. .

The demographics of Gen Z are typically susceptible to substance abuse, in fact, more than other groups. Other than that, a report from the NIAAA suggests that over 4.2 million people between 12 and 20 have admitted to binge drinking. 

(Addiction Center)

50. Half of Gen Z and millennial workers have used drugs, alcohol, or prescription medication. 

A study from 2020 shows that these two groups are more likely to miss their job due to treatments for mental health. Gen Z typically struggles with substance abuse, Gen Z drug use stats show. Therefore, employers have to put a higher emphasis on pre-employment drug screening . 

(Business Wire)

51. 90% of substance use disorders begin in the teenage years. 

This puts Gen Z in a very sensitive place. For reference, one in six teens has used prescription drugs to get high or improve their mood. About 6% of parents confirm this, while 10% of teens admit it. Many say it’s due to Gen Z’s problem with loneliness or their obsession with social media. 

Wrapping Up

As Generation Z is stepping onto the stage as the new consumers, marketing, as well as employment strategies, are shifting. These are just some crucial Gen Z stats to help you navigate these new waters successfully. 

What years are Gen Z?

Based on the latest research by Pew Research Center and general consensus, those aged 10 to 25 belong to the Gen Z range. These are individuals born between 1997 and 2012.

(Beresford Research)

When did Gen Z start?

Marking a clear border between two generations is hard. Although they have some approximate boundaries in terms of years when one ends and another begins, it’s not an exact science. Gen Z stats generally take 1997 as the year when the first Gen Z individuals were born. 

(Pew Research Center)

What’s the next generation after Gen Z?

Since the alphabet ends with Z, but there are more generations coming our way, author Mark McCrindle coined the name Generation Alpha. This age group comprises all born between 2012 and 2025 and is on the path to being the most educated, tech-savvy, and wealthiest generation so far. 

Why is Gen Z called Gen Z?

Despite the common belief that the Z in this term stands for something particular, it’s not the case. Instead, this term is supposed to differentiate them from Generation X and millennials who were for some time referred to as Generation Y. Stats about Gen Z confirm this, indicating that this stands for nothing specific. 

(Flashmode)

How many Gen Z are there?

This is one of the largest generations ever. For instance, solely in Australia, they comprise 20% of the population. Globally, this percentage rises to nearly 30%. That means that there are about two billion individuals worldwide belonging to this group. 

(McCrindle)

How is Gen Z different from other generations?

Based on the Gen Z statistics, one crucial difference that sets these individuals apart from other groups is that they have grown completely in the digital world. From the very beginning, they are adapted to the mobile-first and have more knowledge of technology than older generations can’t boast. As a result, they have higher standards on how they spend their time on the Internet.

Sources: Insider Intelligence , Pew Research , HubSpot , Survey Center on American Life , Pacific Standard , AECF , APA , Medical News Today , McKinsey , Deloitte , CNBC , AECF , SproutSocial , Earthweb , Good Egg , Lead Squared , Kibo , Apptus , Thrive My Way , Hotelmize , Travel Agent Central , Jason Dorsey , Great Place to Work , Workest , Continu , Statista , Trifecta , Business Insider , Cision PR Newswire , CNBC , BBC , Newsweek , Addiction Center , Business Wire , Beresford Research , Pew Research Center , AIHR , Flashmode

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Outlook for China tourism in 2022: Trends to watch in uncertain times

Although Chinese consumer confidence is growing, desire for travel has shown a faltering recovery due to sporadic COVID-19 outbreaks. A predictable pattern is emerging where desire for travel recovers roughly two months after a decline and even though international travel is restricted, the desire for travel remains. Furthermore, travelers’ preferences are shifting, with implications for travel companies.

This article updates findings of McKinsey’s Survey of Chinese Tourist Attitudes and compares the results across the five surveys taken in April 2020, May 2020, August 2020, January 2021, and October 2021. It also examines the implications of shifting attitudes toward travel and offers actions that travel companies may consider when planning for the year ahead.

Consumer confidence is growing but desire for travel shows a pattern of spikes and dips

Confidence in China’s recovery is growing—consumer confidence is now at the highest level since the start of the pandemic. In February 2020, consumer confidence was at 43 percent. In October 2021, 67 percent of respondents indicated that they believe the Chinese economy will recover within two to three months (Exhibit 1). 1 McKinsey’s COVID-19 China Consumer Pulse Survey, see “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, December 3, 2021.

As confidence grows, consumer spending is also showing signs of recovery. The latest Survey of Chinese Tourist Attitudes indicates that the majority of respondents, 77 percent of households, expect their income to stay constant in the near future and essential spending and discretionary spending have both increased since March 2021 and are stabilizing.

When it comes to travel sentiment, desire for travel has spiked and dipped as COVID-19 outbreaks continue. Previous McKinsey research indicated that the resurgence of domestic travel would support China’s travel industry recovery. 2 For more, see “ China’s uneven travel recovery: Long road to international travel furthers domestic opportunities ,” McKinsey, August 30, 2021. But, with recent sporadic outbreaks, confidence in domestic travel has been affected. For instance, in October 2021, only 2 percent of people planned to travel in the next two months. But comparing the results of the five tourist attitude surveys, it appears that COVID-19 outbreaks suppress travel desire for up to two months. The good news is that confidence in domestic travel safety quickly rebounds, showing a predictable pattern of recovery (Exhibit 2 and 3). 3 “Survey of Chinese Tourist Attitudes,” McKinsey, April 2020, May 2020, August 2020, January 2021, and October 2021.

Travel patterns echo the fluctuations in travel aspiration. The number of airline passengers increased by 61 percent between August and September 2021, then increased by 8 percent in October, followed by a decrease of 45 percent between October and November. Similarly, the number of rail passengers showed a 47 percent increase, a 9 percent increase, and a 42 percent decrease in the same months. 4 CEIC data: China Passenger Carried, Civil Aviation; and China Passenger Carried, Railway. But despite the fluctuations, the sentiment survey shows that the desire for travel remains. Currently, 42 percent of respondents plan to travel domestically for their next leisure trip, 26 percent of these involve flights of more than three hours of travel time.

International travel remains attractive, but recovery seems to be still a long way off

Chinese travelers express a desire to travel, both domestically and abroad. Even though international travel is restricted and the majority of respondents still perceive international travel as unsafe—and are not planning international travel in the near term—the survey shows continued strong interest in international destinations. Desire for overseas travel has rebounded to pre-pandemic levels with APAC being the top choice (24 percent). Southeast Asia, Europe, Russia, and Japan are named as the most desired overseas destinations.

Various factors affect willingness to travel internationally. As China’s policy announcements continue to delay any international opening, outbound leisure travel will likely be slow to return. To travel internationally, the Chinese consumer wants to see close to zero COVID-19 cases in the destination country (86 percent rated this as a top 3 factor). As the world adjusts to endemic COVID-19 with outbreaks of new variants, this scenario may be unlikely in the near future. Recently it looked as if Hong Kong might be the next destination to open, given its low COVID-19 cases, however, the traffic impact is difficult to predict and the recent outbreaks add an extra layer of complexity to the border reopening. The second most important factor for Chinese travelers is the removal of quarantine in China upon return (84 percent).

Travel patterns to Macau illustrate how COVID19 cases and quarantine requirements have an immediate impact on travel. When the COVID-19 situation stabilized, with no new local breakouts in Macau and no quarantine required for tourists from low-risk areas, the number of tourists recovered to 50 percent of pre-pandemic levels. During a period of COVID-19 outbreaks in Macau in late September and early October 2021, roughly 1,000 tourists traveled to Macau a day. During October, this number reached 20,000 a day and peaked at 30,500 in a single day in late October. 5 Macau Government Tourism Office, Press releases, October 23, 2021, October 29, 2021, November 1, 2021.

The latest findings have implications for travel companies, particularly around product, channel, and loyalty

Even during the current travel restrictions, there are shifts in traveler preferences and behaviors which may endure. Consumers and travelers are adapting to circumstances, and confidence in domestic travel safety tends to rebound quickly after sporadic outbreaks. As international travel is still restricted, domestic travel has revived, albeit in spikes and dips. There are strategies that travel companies could consider in this new landscape, including how they approach product, channel, and loyalty.

Develop travel products to match consumers’ travel aspirations

New domestic travel products have already been developed to substitute for overseas travel. As consumers’ travel aspirations change, companies could consider ways to match product offerings to current desires. The latest wave of the survey shows that travelers are looking forward to visiting new attractions, but due to travel policies, nearly half of respondents said a short trip to a new site is their number one choice. A short-haul trip to see a new attraction is top of mind (49 percent), followed by a long-haul trip to explore a new destination. For revisits, respondents favor longer trips to more interesting sites over shorter trips (Exhibit 4).

Consequently, travelers are planning trips around their hometown cities as a first choice. This preference provides opportunities for tourism companies to attract in-city demand by providing experiences in line with what travelers are looking to do during these trips.

In terms of expectations around what travelers wish to experience on their leisure trips, interest in visiting cultural or historical sites has increased from 39 percent to 44 percent and is now the second most favored activity. This has surpassed beach and resort trips, although these still remain popular. Shopping and “foodie” trips which featured as categories of interest in previous surveys no longer rate in the top five. Outdoor scenic destinations remain the most popular (Exhibit 5).

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Even as people favor trips in their local cities and nearby areas, they are seeking more sophistication and satisfaction beyond buying something new or experiencing new cuisine. Emotional satisfaction is becoming increasingly important. This is in line with the pre-COVID-19 trend of moving away from functional travel, to experiential travel, and ultimately to transformational travel. In other words, travelers wish to learn something new or have a transformative personal experience during their leisure trips.

Accordingly, travel companies could develop products around the major cities as well as culture-trip products inside the cities in response to the desire for short-haul trips exploring new attractions with a preference for culture visits. Companies have begun to act on these trends. For example, Dishui Lake, an hour’s drive from Shanghai witnessed double the number of tourists from 2019 to 2021. 6 “900,000 in 7 days!,” Shanghai Observer , January 28, 2022. In another example, several leading travel-product providers have increased the number of citywalk products for historical sites.

Consider channels: Generation Z and the Silver Generation are different, but not as different as expected

The survey shows that Generation Z and the Silver Generation share many similarities in terms of travel destinations, key travel considerations, how they book their trips, and where they get inspired for their next trip.

Both Generation Z and the Silver Generation have lower income than other groups, but both are important emerging segments for tourism. Generation Z is growing into the future traveler of the tourism market and the Silver Generation is gaining proportion given China’s aging society and this segment’s high travel frequency. The percentage of Chinese citizens above the age of 55 doubled between 1990 and 2020, growing from 12 to 24 percent. 7 United Nations World Population Prospects 2019.

The Silver Generation is now the most active travel segment. The majority of this generation (87 percent) travelled in the past 1-3 months, compared to 60 percent of Generation Z. The average across all age groups for travel in this period is 65 percent. At the time of the survey, a larger portion of Generation Z respondents had traveled in the past two weeks (94 percent). This is the highest for all age groups—with the Silver Generation at 87 percent and the average across age groups at 92 percent.

Digital media as source of travel inspiration is taking the lead, across both generations, but the nuances lie within the digital channels. Both Generation Z and the Silver Generation find inspiration in digital adverts and promotions and are open to digital channels including mobile adds and online travel forums.

The Silver Generation is more inspired by mobile adverts of local agency (11 percent higher than the group average) and less inspired by online videos (9 percent less than the group average). This generation is also inspired by local online travel forums such as Mafengwo, 16 percent higher than the group average.

By comparison, Generation Z is more influenced by online video adverts (13 percent higher than the group average). This generation is less influenced by mobile adverts of local agency (15 percent less than the group average). Across sources of inspiration from related articles and commentaries, Generation Z is more influenced by key opinion leaders or key opinion consumers (6 percent higher than the group average).

Both generations use similar booking channels, with official websites of local online travel companies as their top choice. For instance, 30 percent of Generation Z respondents prefer to book a trip via an official website of a local online travel company, followed by 28 percent via mobile applications of local online travel agencies, and 20 percent via official websites of hotel chains. For the Silver Generation, 40 percent prefer to book a trip via an official website of a local online travel company, followed by 23 percent using stores of traditional travel agencies, and 21 percent booking through customer hotlines of traditional travel agencies. The use of online travel agencies is relatively low (17 percent for official websites of hotel chains and 14 percent for hotlines of hotel chains).

Given that Generation Z and the Silver Generation are emerging as major market segments, with similar demand for product offerings, travel companies can respond to the nuances of how these groups seek inspiration and make bookings. For example, in terms of communication, the Silver Generation seeks inspiration from travel forums, while Generation Z is more likely to respond to short videos. Although the Silver Generation is open to digital channels, they still value human interaction when booking travel.

Cultivate loyalty, beyond loyalty programs

Travel companies may have an opportunity to cultivate loyalty. Brands and loyalty programs may no longer be a defining factor. Instead, satisfaction and uniqueness are becoming increasingly important in making travel choices.

The survey shows that non-branded hotels are generally more popular than branded hotels (56 percent non-branded; 44 percent branded hotels). While branded hotels are still attractive, 40 percent of respondents tend to choose hotels or brands that they have stayed in recently and where they have had a good experience. This highly loyal consumer behavior is more apparent in high-income, middle-aged and senior citizens, and people in tier-1 cities. In the past, loyalty programs have been effective in retaining high-income groups or the Silver Generation, but younger travelers tend to opt for experience rather than brands or loyalty points. Generation Z has higher appetite for local boutique hotels (5 percent more than the group average) but less preference to return to a hotel they have previously visited.

Additionally, there is increasing appetite for local boutique hotels as well as for products that leverage collaboration with other companies to better reach targeted customer groups or offer unique experiences. Among the 56 percent of travellers who prefer to stay in non-branded hotels, 22 percent of these tend to stay in boutique hotels characterized by local or unique features. Across non-branded hotels, the top choice from respondents across all age groups is for boutique hotels and beach resort villas that offer an experience of an exotic culture, or B&B’s and homestays that offer a local experience (Exhibit 6).

When comparing demand in terms of the percentage of respondents interested in branded hotels, there is a disproportional demand for premium hotels and budget hotels. Mid-tier hotels may find it more challenging to capture demand.

Loyalty is now formed around good experiences, unique offerings, or services that make the trip memorable or more convenient, instead of being driven purely by points or discounts. For instance, health and safety concerns such as sanitation and privacy have increased in importance, ranging from 36 percent to 48 percent. But price and promotions still play an important role, particularly with Silver Generation customers. Convenience is a factor: easy-to-go offerings have increased in importance from 25 percent to 39 percent, and door-to-door trip offerings have increased from 26 percent to 35 percent. The only factor that decreased in importance is comfort, from 47 percent to 36 percent.

Accordingly, travel companies can focus on uniqueness or experience to drive loyalty, in tandem with loyalty programs or discounts. They could also consider developing seasonal offerings to satisfy customers’ desire for new attractions and experiences. Branded hotel chains could also expand their offerings by including local experiences.

Actions travel companies can consider

Desire for travel is evident and pent-up demand for outbound travel is accumulating. At the same time, interest in domestic travel is recovering, even though it is temporarily dampened by sporadic COVID-19 outbreaks. In this landscape, travel companies can prepare for surges in demand while taking into account emerging travel preferences. Travel companies may want to tailor their tactics to better serve travelers. In particular, travel companies can be more flexible around customers changing their plans, given rapid changes in policy. They can also focus on local populations within driving distance, differentiate offerings to match shifts in demand, and cultivate loyalty through extra attention to satisfaction and uniqueness. Travel companies can also make use of digital channels to reach customers, and tailor content and format per market segment.

Trends indicate that opportunities are emerging in the domestic market. On the other hand, there are still uncertainties in 2022. Travel companies have the chance to enter the new year with eyes wide open to the changes and manage them closely, while diversifying travel offerings and marketing models to cater to the domestic market—and potentially forging the new domestic operating model into long-term sustainable and inclusive growth.

Jackey Yu and Guang Chen are partners in McKinsey’s Hong Kong Office; Steve Saxon is a partner in McKinsey’s Shenzhen office; and Cherie Zhang is a knowledge expert in the Shanghai office.

The authors wish to thank Glenn Leibowitz, Tairan Xu, Carrie Ma, Zi Chen, and Alex Yang for their contributions to this article.

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Related articles.

China’s uneven travel recovery: Long road to international travel furthers domestic opportunities

China’s travel sector is undergoing a nonlinear recovery: What should companies do?

Here's How Much Millennials and Gen Z Are Spending on Concerts

According to a new report from  AAA and Bread Financial , 37% of Gen Z and 39% of millennial travelers have spent between $500 and $5,000 on tickets for destination live events like concerts and sporting events. Their willingness to spend isn't entirely surprising. Another recent study revealed that Gen Z is willing to spend half of their disposable income on travel in 2024.

While $500 might seem like a lot to shell out for concert tickets—let alone $5,000—the urgency Gen Z and millennials have to enjoy live events is here to stay. It's even got a name now : "gig-tripping." At Thrillist, we've dubbed it a sound trip . The new study from Bread Financial and AAA, published on April 16, surveyed 1,654 US adults who plan on traveling to for live events in 2024.

Gen Z and millennial travelers represent the largest demographics of travelers planning to make such trips. According to the report, in the past 12 months 65% of Gen Z and 58% of millennials have traveled more than 50 miles away from home for in-person events or plan on doing so. This isn't limited to concerts, though concerts are one of the top reasons for young people to travel, according to TripIt. In-person events also include sporting events (think: the Super Bowl , F1 races , the women's NCAA basketball championship), comedy shows, and book readings. Comparatively, only 43% of Gen X and 27% of baby boomers plan to travel for live events like these.

So, how are all of these youngins’ (myself very much included) able to splurge on flights, gas money, hotels, tickets, and food on the road? Well, a recent NerdWallet report found that 20% of Americans are willing to go into debt to travel. And AAA's study reported that 42% of millennials and 37% of Gen Z travelers are willing to dip into their savings in order to cover the costs of an event, while 29% of Gen Z and 33% of millennials would consider taking up some sort of side hustle in order to pay for their travel.

Plus, as we've seen with super commuters for Taylor Swift's and Beyoncé's European tours, there are plenty of people willing to go extra far in order to find more affordable concert tickets. AAA's study confirms that; 42% of millennials and 48% of Gen Z are willing to travel internationally to save money on a tour.

So, if you're feeling a bit overwhelmed by the idea of traveling in order to see your favorite artist, athlete, or author in person, just know you're far from alone. And if you're stressed about the logistics, don't worry. Thrillist has a comprehensive guide to help you  plan your next concert vacation . Looking for trip inspiration? Don't worry, we've got that too. Check out Sound Trip for music festival guides, fashion tips, and everything you need to know about traveling to one of these amazing events solo.

Looking for more travel tips?

Opheli Garcia Lawler is a Senior Staff Writer at Thrillist. She holds a bachelor's and master's degree in Journalism from NYU's Arthur L. Carter Journalism Institute. She's worked in digital media for eight years, and before working at Thrillist, she wrote for Mic, The Cut, The Fader, Vice, and other publications. Follow her on Twitter @opheligarcia and Instagram @opheligarcia .

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Key facts about Americans and guns

Guns are deeply ingrained in American society and the nation’s political debates.

The Second Amendment to the United States Constitution guarantees the right to bear arms, and about a third of U.S. adults say they personally own a gun. At the same time, in response to concerns such as rising gun death rates and  mass shootings , President Joe Biden has proposed gun policy legislation that would expand on the bipartisan gun safety bill Congress passed last year.

Here are some key findings about Americans’ views of gun ownership, gun policy and other subjects, drawn primarily from a Pew Research Center survey conducted in June 2023 .

Pew Research Center conducted this analysis to summarize key facts about Americans and guns. We used data from recent Center surveys to provide insights into Americans’ views on gun policy and how those views have changed over time, as well as to examine the proportion of adults who own guns and their reasons for doing so.

The analysis draws primarily from a survey of 5,115 U.S. adults conducted from June 5 to June 11, 2023. Everyone who took part in the surveys cited is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the  ATP’s methodology .

Here are the  questions used for the analysis on gun ownership , the questions used for the analysis on gun policy , and  the survey’s methodology .

Additional information about the fall 2022 survey of parents and its methodology can be found at the link in the text of this post.

Measuring gun ownership in the United States comes with unique challenges. Unlike many demographic measures, there is not a definitive data source from the government or elsewhere on how many American adults own guns.

The Pew Research Center survey conducted June 5-11, 2023, on the Center’s American Trends Panel, asks about gun ownership using two separate questions to measure personal and household ownership. About a third of adults (32%) say they own a gun, while another 10% say they do not personally own a gun but someone else in their household does. These shares have changed little from surveys conducted in 2021  and  2017 . In each of those surveys, 30% reported they owned a gun.

These numbers are largely consistent with rates of gun ownership reported by Gallup , but somewhat higher than those reported by NORC’s General Social Survey . Those surveys also find only modest changes in recent years.

The FBI maintains data on background checks on individuals attempting to purchase firearms in the United States. The FBI reported a surge in background checks in 2020 and 2021, during the coronavirus pandemic. The number of federal background checks declined in 2022 and through the first half of this year, according to FBI statistics .

About four-in-ten U.S. adults say they live in a household with a gun, including 32% who say they personally own one,  according to an August report based on our June survey. These numbers are virtually unchanged since the last time we asked this question in 2021.

There are differences in gun ownership rates by political affiliation, gender, community type and other factors.

• Republicans and Republican-leaning independents are more than twice as likely as Democrats and Democratic leaners to say they personally own a gun (45% vs. 20%).
• 40% of men say they own a gun, compared with 25% of women.
• 47% of adults living in rural areas report personally owning a firearm, as do smaller shares of those who live in suburbs (30%) or urban areas (20%).
• 38% of White Americans own a gun, compared with smaller shares of Black (24%), Hispanic (20%) and Asian (10%) Americans.

Personal protection tops the list of reasons gun owners give for owning a firearm.  About three-quarters (72%) of gun owners say that protection is a major reason they own a gun. Considerably smaller shares say that a major reason they own a gun is for hunting (32%), for sport shooting (30%), as part of a gun collection (15%) or for their job (7%). 

The reasons behind gun ownership have changed only modestly since our 2017 survey of attitudes toward gun ownership and gun policies. At that time, 67% of gun owners cited protection as a major reason they owned a firearm.

Gun owners tend to have much more positive feelings about having a gun in the house than non-owners who live with them. For instance, 71% of gun owners say they enjoy owning a gun – but far fewer non-gun owners in gun-owning households (31%) say they enjoy having one in the home. And while 81% of gun owners say owning a gun makes them feel safer, a narrower majority (57%) of non-owners in gun households say the same about having a firearm at home. Non-owners are also more likely than owners to worry about having a gun in the home (27% vs. 12%, respectively).

Feelings about gun ownership also differ by political affiliation, even among those who personally own firearms. Republican gun owners are more likely than Democratic owners to say owning a gun gives them feelings of safety and enjoyment, while Democratic owners are more likely to say they worry about having a gun in the home.

Non-gun owners are split on whether they see themselves owning a firearm in the future. About half (52%) of Americans who don’t own a gun say they could never see themselves owning one, while nearly as many (47%) could imagine themselves as gun owners in the future.

Among those who currently do not own a gun:

• 61% of Republicans and 40% of Democrats who don’t own a gun say they would consider owning one in the future.
• 56% of Black non-owners say they could see themselves owning a gun one day, compared with smaller shares of White (48%), Hispanic (40%) and Asian (38%) non-owners.

Americans are evenly split over whether gun ownership does more to increase or decrease safety. About half (49%) say it does more to increase safety by allowing law-abiding citizens to protect themselves, but an equal share say gun ownership does more to reduce safety by giving too many people access to firearms and increasing misuse.

Republicans and Democrats differ on this question: 79% of Republicans say that gun ownership does more to increase safety, while a nearly identical share of Democrats (78%) say that it does more to reduce safety.

Urban and rural Americans also have starkly different views. Among adults who live in urban areas, 64% say gun ownership reduces safety, while 34% say it does more to increase safety. Among those who live in rural areas, 65% say gun ownership increases safety, compared with 33% who say it does more to reduce safety. Those living in the suburbs are about evenly split.

Americans increasingly say that gun violence is a major problem. Six-in-ten U.S. adults say gun violence is a very big problem in the country today, up 9 percentage points from spring 2022. In the survey conducted this June, 23% say gun violence is a moderately big problem, and about two-in-ten say it is either a small problem (13%) or not a problem at all (4%).

Looking ahead, 62% of Americans say they expect the level of gun violence to increase over the next five years. This is double the share who expect it to stay the same (31%). Just 7% expect the level of gun violence to decrease.

A majority of Americans (61%) say it is too easy to legally obtain a gun in this country. Another 30% say the ease of legally obtaining a gun is about right, and 9% say it is too hard to get a gun. Non-gun owners are nearly twice as likely as gun owners to say it is too easy to legally obtain a gun (73% vs. 38%). Meanwhile, gun owners are more than twice as likely as non-owners to say the ease of obtaining a gun is about right (48% vs. 20%).

Partisan and demographic differences also exist on this question. While 86% of Democrats say it is too easy to obtain a gun legally, 34% of Republicans say the same. Most urban (72%) and suburban (63%) dwellers say it’s too easy to legally obtain a gun. Rural residents are more divided: 47% say it is too easy, 41% say it is about right and 11% say it is too hard.

About six-in-ten U.S. adults (58%) favor stricter gun laws. Another 26% say that U.S. gun laws are about right, and 15% favor less strict gun laws. The percentage who say these laws should be stricter has fluctuated a bit in recent years. In 2021, 53% favored stricter gun laws, and in 2019, 60% said laws should be stricter.

About a third (32%) of parents with K-12 students say they are very or extremely worried about a shooting ever happening at their children’s school, according to a fall 2022 Center survey of parents with at least one child younger than 18. A similar share of K-12 parents (31%) say they are not too or not at all worried about a shooting ever happening at their children’s school, while 37% of parents say they are somewhat worried.

Among all parents with children under 18, including those who are not in school, 63% see improving mental health screening and treatment as a very or extremely effective way to prevent school shootings. This is larger than the shares who say the same about having police officers or armed security in schools (49%), banning assault-style weapons (45%), or having metal detectors in schools (41%). Just 24% of parents say allowing teachers and school administrators to carry guns in school would be a very or extremely effective approach, while half say this would be not too or not at all effective.

There is broad partisan agreement on some gun policy proposals, but most are politically divisive,   the June 2023 survey found . Majorities of U.S. adults in both partisan coalitions somewhat or strongly favor two policies that would restrict gun access: preventing those with mental illnesses from purchasing guns (88% of Republicans and 89% of Democrats support this) and increasing the minimum age for buying guns to 21 years old (69% of Republicans, 90% of Democrats). Majorities in both parties also  oppose  allowing people to carry concealed firearms without a permit (60% of Republicans and 91% of Democrats oppose this).

Republicans and Democrats differ on several other proposals. While 85% of Democrats favor banning both assault-style weapons and high-capacity ammunition magazines that hold more than 10 rounds, majorities of Republicans oppose these proposals (57% and 54%, respectively).

Most Republicans, on the other hand, support allowing teachers and school officials to carry guns in K-12 schools (74%) and allowing people to carry concealed guns in more places (71%). These proposals are supported by just 27% and 19% of Democrats, respectively.

Gun ownership is linked with views on gun policies. Americans who own guns are less likely than non-owners to favor restrictions on gun ownership, with a notable exception. Nearly identical majorities of gun owners (87%) and non-owners (89%) favor preventing mentally ill people from buying guns.

Within both parties, differences between gun owners and non-owners are evident – but they are especially stark among Republicans. For example, majorities of Republicans who do not own guns support banning high-capacity ammunition magazines and assault-style weapons, compared with about three-in-ten Republican gun owners.

Among Democrats, majorities of both gun owners and non-owners favor these two proposals, though support is greater among non-owners. 

Note: This is an update of a post originally published on Jan. 5, 2016 .

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