How Generation Z travels

Generation Z—those born between 1995 and 2010—tend to travel more frequently, for shorter durations, and often alone, according to the Travel Trends Study by strategy consultancy Simon-Kucher. While Gen Z travels more often during the summer than Baby Boomers, their average trip lasts just 6.5 days—the shortest among all generations. In comparison, Millennials travel for an average of 7.7 days, Gen X for 8.8 days, and Baby Boomers for 9.5 days.

When it comes to planning their trips, around half of Gen Z get inspiration from their social circle, according to a study by Holiday Check. As the first generation to grow up entirely in a digital world, Gen Z often turns to social media platforms like Instagram, YouTube, and TikTok for travel inspiration and information.

Using social media to attract customers

It’s no surprise, then, that Swiss tour operators are leveraging social media to connect with and attract Gen Z travelers. ‘At Kuoni, we have been particularly active on TikTok and Instagram for some time. At Helvetic Tours and Lastminute.ch, we are pursuing an even more dynamic strategy: in addition to a strong presence on social media, we are deliberately tapping into current trends within these channels. Our advertising campaigns convey values such as spontaneity, flexibility and authenticity – all aspects that are particularly relevant to Generation Z,’ says Oliver Howald, Head of Sales Dertour Suisse, to which the brands mentioned belong.

The language travel specialist Linguista also advertises on Instagram and TikTok, as well as at certain education fairs or directly at schools.

Exotic destinations in vogue

While Gen Z customers make up a minority of Dertour Suisse and the Asia specialist Tourasia, they are the clear majority at Linguista, so new products tailored to the generation are already in the pipeline. ‘Members of Gen Z are now often at the stage in their lives where they have time for a longer stay abroad,’ says Claudio Cesarano, CEO Media Touristik AG, to which the Linguista language travel brand belongs.

Travel for English (Great Britain, Australia, Canada or USA) or French (France) is very popular, as these are the most in-demand languages for professional and academic futures. But more exotic destinations such as Korea and Japan are also trending. ‘These language trips allow them to immerse themselves in a popular culture of their generation while travelling the country. For Spanish, most prefer to travel to Costa Rica, combining their language studies with a tour of the country. Cultural authenticity is very important to this generation,’ says Cesarano.

Farah Mettler, Head of Marketing Tourasia, also recognises a growing interest in holidays in Japan and South Korea, while Dertour Suisse has found that, compared to older generations, the demand for entertainment at the destination is higher, while the proportion of culturally influenced trips, cruises or guided tours is lower. The Balearic Islands, European cities with good rail connections from Switzerland, long-haul destinations such as Australia or Latin America, where language trips are often combined with expeditions, Asia with Thailand and Bali or the Dominican Republic are well booked.

Sustainability yes, but...

There is disagreement within Gen Z on the topics of environmental protection and sustainability. According to the Holiday Check study, only 50% consider it important when planning their trip. The tour operators also perceive it that way. ‘Although sustainability seems to be a big topic, especially among the younger generations, it is less so when it comes to travel demand.

Generation Z tends to focus more on unique and authentic experiences,’ says Farah Mettler from Tourasia. “On the one hand, many people talk about sustainability and how important it is to them. On the other hand, only a small proportion are willing to make CO2 compensation payments for a flight or take the longer route by train – even though we explicitly offer these alternatives,” says Cesarano from Linguista. At Dertour Suisse, they say that many Gen Z guests are particularly aware of sustainable travel, which is reflected, for example, in a high proportion of rail travel.

Emotions in the consultation create as A and O

The future tourism professionals currently studying at the Higher Technical College for Tourism (IST) in Zurich are also trying to strike a balance between sustainability and mass tourism. “Gen Z values diversity, sustainability, flexibility, and individualization. These are complex times—they want to contribute to positive change and push back against mass tourism and overcrowded ‘hidden gems.’ Yet at the same time, they still turn to social media daily for entertainment and inspiration,” says Xoana Janner, principal of IST Zurich and Lausanne.”

Carla Riss, former IST student and co-founder of Meraki Travel Zurich—which offers group and individual travel experiences for the young and young at heart—explains: “This generation is clearly experience-oriented and eager to escape the crowds. But with so many trends and incentives circulating on social media, they also feel drawn to those popular destinations. This creates new challenges for the travel industry. Talking to a travel agent and exchanging ideas remains essential—but with social media constantly delivering emotional content, a standard travel package is no longer enough.”

Adela Cemal, Travel Expert, Linguista Sprachaufenthalte: ‘My top tip for anyone who wants to travel further afield is Kyoto in Japan. It's the perfect place to immerse yourself in traditional Japanese culture and get to know this fascinating country better by taking a language course. Thanks to its central location, Kyoto is the perfect base from which to visit many other famous places by train, such as Osaka or Kobe. For those who prefer to stay in Europe, I would recommend Nice in the south of France. The city is easily accessible by train from Switzerland and offers Mediterranean temperatures combined with a wealth of history. This is one of the most popular language travel destinations for Gen Z, and I myself have already taken a language course there and really enjoyed the relaxed atmosphere.’

Leonie Wussler, Travel Consultant, Kuoni-Filiale Basel Gerbergasse: ‘The Dominican Republic is the perfect destination for young people looking for a mix of relaxation and adventure. It offers sandy beaches, the sea and many hours of sunshine. The exciting nightlife in cities like Punta Cana and Santo Domingo, with clubs and bars open until the early hours, ensures unforgettable experiences. Then there are the sights, such as the historic old town of Santo Domingo or the mystical caves of Los Haitises. Away from the beaches, there are impressive mountain landscapes, waterfalls and untouched nature to discover. The locals are incredibly hospitable, which makes travelling particularly pleasant.’

Farrah Mettler, Head of Marketing, Tourasia: ‘I recommend the exclusive photography tour “Japan in Focus” with photographer and Japan expert Marcel Bisig. The 18-day tour starts in Tokyo and takes you on a journey of discovery, where you can share your passion for photography and Japan with like-minded people. The tour passes through picturesque landscapes and vibrant cities, while the autumn colours of the Japanese maple trees (momiji) bathe the country in a magnificent sea of colour. You can capture unforgettable travel experiences in pictures. Marcel Bisig's expertise provides additional inspiration. The trip offers the perfect opportunity to experience the best of Japanese autumn and to hone your photography skills.’