For years, every new generation has been blamed for "killing" industries. Millennials were accused of ending department stores, sit-down restaurants, and even napkins. Now, it’s Gen Z’s turn, and the travel industry is bracing itself!
But here’s the truth: Gen Z isn’t killing travel. They’re saving it!
Gen Z is reshaping travel in ways that are impossible to ignore. From how they discover and book experiences to what they prioritise where they spend money, their preferences are setting new trends for the future of tourism.
For tour operators and travel businesses, understanding these shifts poses a massive opportunity for growth.
That’s why in this quick video, we’ll dive into the key ways Gen Z is changing the travel game and how you can adapt to meet their expectations.
Where does travel begin for Gen Z? On their phones.
Unlike older generations who rely on traditional search engines, Gen Z is seven times more likely to turn to social media for travel inspiration. This means that travel elements need to be not just enjoyable, but visually compelling and shareable.
Gen Z is spending more on travel than previous generations, up to 49% more (around $4000 on travel every year) than older travelers making the same income.
But they’re not spending recklessly. This generation is hyper-aware of value and will compare options extensively to ensure they’re getting the best deal.
This presents a huge opportunity for tour operators:
The takeaway?
If you can’t always offer the lowest price, offer the highest perceived value.
For Gen Z, traditional sightseeing tours just aren’t cutting it. This generation craves immersion over observation, with research showing they are twice as likely as older travelers to book food tours, adventure experiences or special-interest activities.
What does this mean for tour operators?
Gen Z is price-conscious but willing to invest in quality experiences, hyper-digital but craving real-world connections, and loyalty-averse but motivated by meaningful perks.
For travel businesses, this is great news!
The market is signaling that small, strategic adjustments from social media engagement to value-driven add-ons can go a long way in capturing this growing demographic.
At Smiler, we’re seeing these trends play out firsthand.
Professional photography is emerging as a powerful differentiator for tour operators looking to connect with Gen Z’s digital-first mindset.
By offering high-quality tour photos, operators can enhance guest experiences, drive engagement, and boost visibility—all while supporting local photographers.
Book an exploratory call now and let's explore how Smiler can help you attract Gen-Z to your tours!
