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Get Ready to Welcome Gen Z Travelers

​​As the hospitality and tourism landscape transcends to the new age traveller, understanding Generation Z has become crucial for industry success. This digitally native generation, with their significant spending power and influence, is redefining travel preferences and expectations. Brands that fail to engage with Gen Z risk being left behind in a market increasingly driven by their unique values and behaviors. This blog explores why connecting with Gen Z is essential and provides strategies for creating experiences that resonate deeply with this influential demographic.

All the latest reports from leading companies such as McKinsey, Marriott Bonvoy, American Express Travel,, Skift, and Euromonitor indicate that the future success of hospitality and tourism brands hinges on connecting with Gen Ze’s.

Some facts: Gen Ze’s are estimated to have a global spending power of US$450 billion and account for about 40% of all consumers. They're not just consumers; they're influencers, or a term I coined - CONFLUENCERS. Gen Ze’s spend an average of 10.6 hours per day online, making them the most digitally connected generation, and they’re now using AI to search for things rather than Google. They believe that leisure travel is a vital part of their budget allocation, with 84% preferring a dream vacation over acquiring a new luxury item. In 2023, Indian Gen Ze’s took nearly five trips, and they devote, on average, 29% of their incomes to travel. 60% of APEC Gen Ze’s are subscribed to loyalty programs, and 91% plan to spend the same on their trips compared to 2023. Travel is viewed as an essential lifestyle component, and most are willing to reduce everyday spending on dining out and shopping sprees to spend more on a holiday.

The key to attracting this generation lies in offering personalized and/or customised, local, and authentic experiences. They seek self-discovery through genuine immersion in a destination's culture. Price is a secondary concern compared to the depth and value of the experience.

So, how can we cater to this travel-hungry generation? Let's move beyond traditional tours and curate unforgettable moments that resonate with their values. Here are some strategies to consider: 

Authentic Experiences: 
Culinary Experiences: Organize local food tours or farm-to-table experiences that highlight local cuisines and traditional cooking methods to immerse them in the local culture

Community Immersions: Create opportunities to interact with local communities, participate in cultural celebrations, or engage in volunteer activities to connect with locals and gain a deeper understanding of the destination's culture.

Outdoor Adventures: Build programs around eco-friendly outdoor activities such as hiking, snorkelling, or wildlife safaris that highlight the natural beauty of the destination. Gen Z travellers often seek sustainable and adventure-based experiences that allow them to connect with nature.

Be responsible and open your arms to create unforgettable experiences that resonate with Gen Ze’s!

By embedding authentic experiences into your regular offerings, you'll be able to elevate not only local communities but also your brand love. Our brand story must not be confined to retreats, it must create a ripple effect and engage Gen Zers with the hustle of our destination's daily life and thereby bringing happiness and clarity of our actions.

Rummy Anand
Managing Director, HMC Enterprise

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