Assisting marketers to reach Gen Z (1/3 of the global population) via immersive marketing activations that encompass AI, the Metaverse, 3D/XR experiences & UGC Gaming. Public speaker, podcaster, consultant & sailor. March 6, 2025

Gen Z (born 1996–2011) makes up over one-third of the global population and is emerging as one of the highest-spending demographics in the travel sector. Unlike previous generations, travel is not just a luxury for Gen Z—it’s an essential lifestyle
component that they prioritize over other expenses. Their combined spending power is estimated at $143 billion, and they account for 40% of all consumers.

Travel brands and destinations that fail to adapt to Gen Z’s digital-first, experience-driven mindset risk falling behind. This generation is rethinking how, why, and where they travel, demanding greater flexibility, sustainability, and interactivity at every touchpoint.

Key Travel Trends Among Gen Z

🌿 Sustainability Focus – Gen Z actively seeks eco-friendly accommodations, transportation, and experiences, prioritizing businesses committed to reducing their carbon footprint. Many travelers in this generation choose destinations based on sustainability credentials, preferring locally owned businesses, green hotels, and ethical tourism initiatives.

🎭 Unique & Cultural Experiences – Rather than visiting traditional tourist spots, Gen Z travelers prefer off-the-beaten-path adventures that provide authentic, immersive interactions with local communities. They favor experiential tourism, whether that means staying in small boutique hotels, participating in local traditions, or engaging in community-based travel initiatives.

📱 Social Media Influence – Gen Z heavily relies on platforms like TikTok, Instagram, YouTube, and Roblox for travel inspiration, recommendations, and trip planning. 80% use their smartphones for researching and booking travel. Viral content, influencer endorsements, and short-form video storytelling play a massive role in shaping their travel decisions.

💰 Value for Money – Price-conscious yet experience-driven, Gen Z travelers prioritize affordable options while still seeking high-quality experiences. They compare prices across multiple platforms to find the best deals, and many utilize buy-now-pay-later (BNPL) services to fund trips without sacrificing quality. Budget airlines, hostels, and alternative lodging options (such as Airbnb) remain popular among Gen Z globetrotter.

🧳 Blended Travel – With flexible work and study options, many Gen Z travelers extend business trips into leisure travel, blending work and play in new destinations. The rise of work-from-anywhere policies has made digital nomadism a viable lifestyle, with more Gen Z professionals working remotely while traveling the world.

🏕 Local Engagement & Digital Nomad Lifestyle – More Gen Z travelers support local businesses and are embracing remote work opportunities that allow them to travel longer while maintaining their careers. This has led to a rise in co-living spaces, long-term stay packages, and destination workspaces catering to this trend.

🧘 Wellness & Self-Care – Activities like yoga retreats, meditation experiences, and wellness-focused trips are gaining popularity among Gen Z travelers. Many prioritize mental and physical well-being during their travels, seeking out wellness destinations, spa retreats, and nature-focused escapes.

Where Does Gen Z Spend Their Time Online?

Gen Z is not just scrolling through social feeds—they are actively engaging in immersive platforms like Roblox. Here’s how their daily screen time breaks down:

⏳Roblox – 2.5 hours/day
⏳YouTube – 58 minutes/day
⏳TikTok – 49 minutes/day
⏳Instagram – 21 minutes/day

🔹 Roblox is more than just a game—it’s a discovery tool. Unlike passive content consumption, Gen Z actively interacts with brands inside these platforms. The engagement level here is far deeper than traditional social media.

🔹 Examples of Brands Using Immersive Platforms:
✅ Paris Hilton & Hilton Hotels on Roblox – Gamifying brand loyalty and hospitality experiences.
✅ NASCAR on Fortnite – Merging virtual experiences with real-world racing events.
✅ Beetlejuice, Beetlejuice on Roblox – The first movie ticket sales inside a game.

Gen Z’s preference for immersive, interactive, and gamified experiences is a massive shift for the travel industry. As UGC gaming and digital-first brand activations become the norm, travel brands must rethink how they reach younger audiences and develop more engaging, experience-led campaigns.

How Can Travel & Tourism Brands Engage Gen Z?

🔹 Create Virtual Travel Experiences – Destinations can launch interactive worlds in Roblox that let users explore before booking real-world trips. A branded immersive pre-trip experience can enhance Gen Z’s trip planning process and boost engagement.
🔹 Leverage Influencers & UGC – Gen Z trusts creators more than brands. Partner with travel influencers across platforms to generate organic buzz. User-generated content (UGC) should be at the core of your strategy, allowing real travelers to share their experiences.
🔹 Offer In-Game Rewards & Perks – Use gamification strategies to turn virtual exploration into real-world travel incentives. This could include exclusive discounts, loyalty perks, or limited-time travel deals unlocked through in-game activities.
🔹 Use Social Commerce for Direct Bookings – Enable bookings directly through Instagram, TikTok, or in-game activations. Seamless in-app booking integrations will be crucial for capturing Gen Z travelers.
🔹 Develop AR & VR Travel Experiences – As augmented reality (AR) and virtual reality (VR) technology continues to evolve, travel brands should explore how immersive tech can be used to enhance storytelling, virtual tours, and digital-first travel marketing.

The Future of Gen Z Travel

Gen Z is redefining travel with digital-first habits, sustainability preferences, and an affinity for immersive experiences. Brands that understand where and how this generation engages with content will thrive in the years ahead. For travel brands, adapting to Gen Z’s evolving expectations isn’t optional—it’s essential for long-term success.

📢 Follow DESTINATE on LinkedIn for more insights on how travel and tourism brands can effectively market to Gen Z & Gen A using immersive digital strategies.

Want to explore a custom Roblox activation for your travel brand? Let’s talk. 🚀

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