Social media is Gen Z’s new travel guide, survey shows
Who needs a travel guidebook when you have social media? A survey conducted by digital travel platform Agoda reveals that Gen Z is turning to their social media feeds when planning their next travel adventure.
With a strong desire to explore the world, the generation born between 1997 and 2012 relies on viral destinations, spontaneous trips and shared experiences.
“Gen Z is redefining travel with their digital-first approach and spontaneous spirit,” said Andrew Smith, senior vice president at Agoda.
The research highlights how Gen Z travelers (ages 18-27) are breaking away from tradition with their unique approach.
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Here are five Gen Z travel trends.
Social media as the new tour guide
Forget traditional guidebooks – Gen Z now relies on TikTok and Instagram for travel inspiration. While Millennials still turn to family and friends for recommendations, “Gen Z is scrolling through TikTok (20 percent) and Instagram (14 percent) to discover their next adventure,” Agoda stated in a press release.
The survey also reveals that 17 percent of Gen Z still rely on personal recommendations.
Gen Z’s reliance on social media goes beyond travel. A 2024 Adobe study found that over 40 percent of 808 American respondents use TikTok to find new music, recipes, DIY projects and fashion trends.
Spontaneity reigns
Today’s youth thrive on spur-of-the-moment adventures. Agoda noted that “20% of Gen Z book flights less than a week in advance, outpacing Millennials, Gen X and Boomers.”
According to Agoda, one in four Gen Z travelers makes last-minute bookings, showing a clear shift towards flexible and impulsive travel itineraries.
Travel buddies
Most Gen Zers aren’t lone wolves, with 38 percent preferring to travel with a partner.
“Group trips with friends and family vacations also rank high, highlighting the importance of connection and companionship in their journeys,” the press release stated.
Budget-conscious
Both Gen Zers and Millennials prefer to keep accommodation costs below $50.
The survey found that more Gen Z explorers (56 percent) prefer spending under $50 per night per person than Millennials (44 percent).
Meanwhile, 32 percent of Gen Z plan to spend between $51 to $100 per person per night compared to 41 percent of Millennials.
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Wanderlust knows no bounds
While the two generations may differ in terms of their travel inspiration, they share a passion for exploring the world.
“Nearly half of Gen Z and Millennials plan to embark on 1-3 trips this year, while a third are aiming for 4-6 adventures,” Agoda said.
“This shared wanderlust bridges generational gaps, proving that the love for travel knows no bounds.”
