Although their start in leisure travel was hampered by the COVID-19 pandemic, today's younger generation of adults is making up for lost ground by traveling more often and with greater enthusiasm.
Travel brands need to understand the unique behaviors and expectations of Gen Zers and lay the groundwork with them now to ensure future success. Just over half of Gen Z adults (52%) are frequent travelers, meaning they took at least three leisure trips in the past year.
This share is significantly larger than it is for higher-earning Gen Xers and baby boomers, and is on par with millennials, who currently are at the heart of the travel industry. As Gen Zers age their spending power increases and will likely outpace travel-happy millennials.
