From prioritising a better work-life balance to chasing in-person experiences and community, Gen Z are redefining what self care and wellness looks like to them.

Travel has become a key part of this. In a post-pandemic world, today’s young consumers are searching for memorable and culturally enriching experiences.

TikTok is at the forefront of this transformation, with 82% of users considering a destination thanks to the platform and 35% of users going as far as booking a trip after seeing relevant TikTok content. But how can brands tap into this powerful platform and the needs of this new generation of travellers?

Leading youth marketing experts, Pion, break down their latest Youth Trend Report which shows exactly how Gen Z are approaching travel and experiences in 2024 and 2025.

Experience over price, but the price still matters. According to the report’s findings almost two thirds (63%) of Gen Z in the UK say being present in the moment with other people is more important than how much a holiday costs, and 67% of US Gen Z agree.

Despite this, cost was still a deciding factor when it comes to choosing the right trip for them, with 62% admitting that how affordable a trip is would impact their purchasing decisions, while 53% claim a good deal and value for money is sure to pique their interest.

Other important factors include how safe they’ll be (45%), how convenient it is for them to book (36%) and how far away the destination (34%).

Solo travel is on the rise, but sharing enriched travel experiences with others is a priority. The study reveals that while more than 1 in 3 (36%) UK Gen Z are interested in solo travel, sharing enriched experiences with friends (50%) and family (52%), is preferred.

This likely stems from a few factors. Firstly, it’s been proven that Gen Z are the loneliest generation, with one in five (19%) admitting to always or often feeling lonely, indicating they’re more likely to want to spend their downtime with loved ones.

Secondly, as technology advances and the exposure to AI becomes more mainstream, one in four (26%) Gen Z believe that this is a threat to human connection, suggesting that they’re still craving that human connection where they can get it.

Backpacking is out, package holidays and luxury are in. When it comes to the types of trips they’re seeking, Gen Z primarily wants to secure a bargain. Package and all-inclusive holidays came out as the most sought after trips for UK Gen Z (36%), while budget holidays are preferred among Gen Z in the US (37%).

While backpacking has been popular for young travellers in the past, the latest data shows it’s the least attractive type of travel for them now, with only 10% UK Gen Z picking this preference. After package holidays (36%) and budget trips (26%), UK Gen Z are mostly interested in luxury travel (17%).

In fact, 1 in 4 (25%) say they’d be convinced to book a trip if it offered a luxury and relaxing experience, indicating that young consumers are happy to pay a premium for an upmarket and enriched experience.