Gen Z travelers are reshaping the way travel is planned and experienced, blending technology with a preference for human connection. According to Contiki’s annual Voice of a Generation survey, while this digitally savvy demographic embraces AI for trip inspiration, they still favor a personalized approach when booking their journeys.
AI as a Research Tool & Sober Tourism
Contiki’s report reveals that 56% of Gen Z travelers use AI to find local activities, and 60% seek travel discounts, yet only 7% are comfortable letting AI book their entire trip. This presents an opportunity for travel advisors to step in, offering curated experiences that balance tech-driven insights with expert guidance.
In addition, a growing 83% of Gen Z travelers express interest in sober tourism, shifting away from party-centric vacations to cultural immersion (32%), adventure (23%) and wellness-focused retreats (22%). Contiki’s newly launched sober-curious trips across Britain, Ireland and Scotland cater to this evolving preference.
Sustainability Matters
With 91% of Gen Z prioritizing eco-friendly travel, experiences that support local communities (43%) and preserve wildlife (39%) rank highest. However, affordability remains key, as 59% prefer sustainable travel without excessive costs. Advisors can highlight trips with immersive, community-driven activities, such as Contiki’s MAKE TRAVEL MATTER® Experiences, which include conservation efforts and social impact projects.
The study also revealed that Gen Z’s desire for off-the-beaten-path travel is evident, with 84% open to visiting “destination dupes”—opting for places like Albania over Croatia or the Philippines instead of the Maldives. Advisors should focus on promoting less crowded yet equally enriching locations.
For more information about the survey, visit contiki.com.
