Thai Generation Z, those aged 18 to 27, is shaping the future of travel with distinct preferences shaped largely by digital inspiration. According to recent research by Agoda, five notable travel habits have emerged among this youthful demographic, reflecting their unique approach to exploration and leisure.
Firstly, social media platforms, particularly TikTok, have become the primary source of travel inspiration for Gen Z. Unlike Millennials, who typically sought recommendations from friends and family, Gen Z spends significant time scrolling through TikTok feeds—about 20% of their social media time—which influences their travel decisions. Instagram also accounts for around 14% of their inspiration-seeking habits. Interestingly, 17% still seek input from friends or family, showcasing the blend of digital and traditional advisory sources.
Another defining trait of Gen Z's travel habits is their preference for spontaneity over extensive planning. A substantial 20% of Gen Z travelers book flights less than one week before departing, favoring the flexibility to make on-the-spot decisions. This contrasts sharply with previous generations—Millennials, Generation X, and Boomers—who tend to plan their travel much earlier. Notably, they may even reserve accommodations mere hours before check-in, reflecting their desire for independence and flexible travel experiences.
Social connections are also central to Gen Z's travel philosophy. The survey revealed 38% of Gen Z travelers prefer to explore destinations with their partners, reinforcing the importance of shared experiences. Family and friends are valued travel companions, emphasizing the desire to forge bonds during their journeys. This is somewhat different from Millennials, who are more inclined to travel with family, highlighting the shifting dynamics of companionship across generations.
Budget consciousness plays a significant role in Gen Z's travel spending habits as well. About 56% of Gen Z travelers aim to keep their accommodation costs below 1,700 Thai Baht per night, outpacing Millennials, of whom only 44% prioritize budgeting. Interestingly, 32% of Gen Z members plan to spend between 1,700 and 3,300 Baht per night. Surveys indicate both generations focus on finding value for their money, determined to preserve memorable experiences without compromising on quality.
What is particularly noteworthy is the universal enthusiasm for travel among all generations. While Gen Z and Millennials may have varying sources of inspiration and booking styles, almost half of both groups plan to travel one to three times this year. One-third of these travelers aims to explore even more, embarking on four to six trips annually. This shared passion for discovering the world transcends age boundaries, signaling the enduring allure of travel.
Overall, the research conducted by Agoda provides valuable insights for stakeholders within the travel industry. Understanding Gen Z's preferences for last-minute bookings, budget-conscious spending, and digital inspiration will be key to successfully engaging this youthful consumer base. With their unique blend of spontaneous travel practices and emphasis on shared experiences, Generation Z is set to redefine the future of travel.