New research from Contiki has zeroed in on the travel preferences of the Gen Z generation, which, amongst other revelations, suggests that the current age 12 to 27 cohort prefers travel advisors to book their trips.

While Gen Z travellers are reimagining how technology enhances their travel planning, insights from Contiki’s annual ‘Voice of a Generation’ survey, show this digitally native group embraces AI for research but prioritizes a human touch when it comes to booking their trips.

The survey also highlights rising trends impacting this demographic’s travel patterns, such as sober tourism, sustainability-focused adventures, and off-the-beaten-path destinations, offering valuable insights to help advisors tailor experiences to Gen Z’s evolving preferences.

Contiki’s survey revealed that while Gen Z embraces AI for inspiration, such as finding local activities (57%) or snagging travel discounts (63%), they’re far less comfortable handing over full control. Only 8% of respondents said they’d let AI book their entire trip and 82% admitted they hadn’t used AI for any part of their travel planning.

“For travel advisors, these findings highlight a golden opportunity: Gen Z values technology as an enhancement, not a replacement, for personalized, human-guided booking experiences,” says Melissa DaSilva, Interim CEO of TTC Tour Brands.  “This generation is reshaping what adventures can and should look like – from embracing destination dupes as alternatives to iconic hotspots to prioritizing experiences that focus on mindfulness and connection. By understanding these values, advisors can tap into Gen Z’s unique approach to travel and create unforgettable journeys tailored to their preferences.”

Key trends shaping the 2025 travel season for Gen Z Canadians according to Contiki’s annual Voice of a Generation survey include:

• Sober Tourism: As clear-minded travel gains popularity, 85 percent of respondents show interest in booking sober experiences, signaling a shift away from the party-centric traveller of the past. Gen Z is now more focused on embarking on thrilling, adrenaline-pumping adventures (31%) and immersing in local cultural experiences (29%), both of which are arguably more difficult to accomplish when under-the-influence.
• Planet-Friendly Travel: Gen Z has had a front row seat since their childhood to the devastating effects of climate change, spurring this generation to prioritize the planet in their purchasing decisions more than most. 94 percent of Gen Z Canadian travellers stated sustainability was important to them while traveling, with the most important causes being ‘leaving a positive impact on the destination and visited communities’ (41%), and ‘helping to preserve wildlife’ (42%). Conversations around carbon emissions ranked less important (16%), and 54% of Gen Z travelers said that while sustainability in travel is important, they wouldn’t want to incur too many extra costs to explore responsibly.
• Alternative Adventures: When it comes to destinations, Gen Z is more open-minded than previous generations. Although European classics like Rome, Paris, and Barcelona are still of interest, 86% of travellers in this age bracket said they would be more than happy to discover a destination dupe like Albania instead of Croatia, or the Philippines instead of the Maldives. 61% of travellers said they would prefer to visit off-the-beaten-path destinations instead of ticking off all the main attractions.

“Gen Z is more in tune with the hidden gems the world has to offer, thanks in part to content creators showcasing unique and unusual experiences on social media. In 2025, advisors should prioritize marketing up-and-coming destinations that offer similar experiences as their more popular neighbours without the crowds, often at a much better price point and with more unique experiences,” says DaSilva.

To view more trends specific to Canadian Gen Z travellers, visit https://www.contiki.com/six-two/article/voice-of-a-generation-2024-canada/.

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