Gen Z travelers, aged 18-27, are significantly reshaping the tourism dynamics across Asia, led by their unique interests and behaviors, according to recent findings by Agoda.
Between January 10 and 31, 2025, Agoda surveyed over 15,000 individuals from various Asian countries including Hong Kong, Indonesia, India, Japan, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The results reveal five key travel trends characteristic of Gen Z behavior.
Foremost among these trends is the role of social media, particularly TikTok, as the main source of travel inspiration. "TikTok is the primary inspiration for travel for Gen Z," reported Agoda. This trend is evident as 20% of Gen Z participants indicated they use TikTok for travel ideas, contrasting with only 14% who turn to Instagram.
Despite this digital inclination, the survey underscored the importance of traditional peer recommendations, with 17% of Gen Z finding travel inspiration through advice from friends and family. These findings suggest a blend of digital and personal influences driving travel decisions.
Another notable trend is Gen Z’s preference for spontaneity. The survey notes, "This generation prefers unplanned travel, with 20% booking flights less than one week prior to their trips." This spontaneous style diverges sharply from older generations, who often plan their travels far earlier.
Interestingly, Gen Z shows a strong tendency to travel with close friends. The survey reveals about 38% of Gen Z travelers prefer to jet off with companions, which contrasts sharply with Millennials who cite couples and family as preferred travel partners. This signifies the importance of shared experiences among peers within this younger generation.
When it concerns budgets, both Gen Z and Millennials share similar spending behaviors. Agoda’s survey indicates 56% of Gen Z travelers aim for accommodations costing no more than 1,700 baht per night. This reflects their overall budget consciousness, with 32% of Gen Z open to spending between 1,700 - 3,300 baht.
A side-by-side comparison reveals generational spending habits: 41% of Millennials are willing to seek lower-cost options than the Gen Z counterpart, which reinforces the notion of Gen Z’s increasing focus on value.
Despite these differences, the enthusiasm for travel is consistently high across generational lines. Nearly half of both Gen Z and Millennials plan to travel 1-3 times within the year, with those from older generations more likely to travel slightly more often, estimating around 4-6 annual trips.
The rich data gathered through this survey aligns with the idea of growing travel interest among younger generations. Lively discussions surrounding travel content are dominated by social media, reflecting shifts not only in how travel is marketed, but also how young people opt for flexible, experience-focused trips.
These insights elucidate how Gen Z is not just participating but actively defining new norms within the tourism sector, creating exciting opportunities and challenges for businesses trying to cater to this dynamic audience. The future of travel is undeniably bright, shaped by the adventurous spirit of younger travelers, who blend technology with personal touches, ensuring unforgettable journeys.