GenZ Unpacked
Booking.com delves into the intentions of Gen Z travelers as they get ready to experience the world, their way
Booking.com, the digital travel leader connecting travelers with the widest choice of unique places to stay, a range of must-do travel experiences and seamless transport options, has conducted the most comprehensive global research into the wants and needs of Gen Z travelers, revealing not just their stance on travel, but how it links to wider ambitions and values.

Key Findings
Gen Z, those between the ages of 16 and 24, is coming of age and is taking steps (and trips) to discover the world. From ambitious 10-year bucket lists and travel plans, to striking the right balance between travel and other life goals, Gen Z’ers are planning a life well-traveled.
Gen Z is a generation that
1

Knows its
own mind

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2

Is ready to
go solo

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3

Prioritizes travel over
material possessions

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4

Already has a
bucket-list

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5

Generation give back

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6

Are social snappers

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Knows its own mind

While Gen Z have only just come of age they most certainly know what they want and already have ambitious travel plans:

0

are excited for all the places they’ll travel to in the future. But which nations are the most excited? Click here to find out more

0
plan to have visited at least three different continents over the next 10 years, (34% female vs. 26% male)
0
also hope this decade will see them study or live in a different country
0
plan on visiting or trekking to an extreme location
0

want an adventure experience from their travels, such as paragliding or bungee jumping

No. of Gen Z travelers excited for all the places they’ll travel to in the future
Argentina
80%
Argentina
Australia
63%
Australia
Belgium
59%
Belgium
Brazil
71%
Brazil
Canada
55%
Canada
China
82%
China
Colombia
91%
Colombia
Croatia
79%
Croatia
Denmark
64%
Denmark
France
64%
France
Germany
74%
Germany
Hong Kong
58%
Hong Kong
India
82%
India
Indonesia
79%
Indonesia
Israel
67%
Israel
Italy
61%
Italy
Japan
55%
Japan
Mexico
75%
Mexico
Netherlands
46%
Netherlands
New Zealand
60%
New Zealand
Russia
74%
Russia
Singapore
63%
Singapore
South Korea
69%
South Korea
Spain
72%
Spain
Sweden
58%
Sweden
Taiwan
68%
Taiwan
Thailand
67%
Thailand
United Kingdom
64%
United Kingdom
United States
56%
United States
0

plan to travel on their own at least once within the next decade

Is ready to go solo

0

want to take a solo backpacking trip or gap year. Find out more about the nations keenest to go backpacking here

0
prefer to be on their own in general when they travel
0
feel that traveling with family requires them to moderate their behavior more than when they’re traveling solo
No. of Gen Z travelers who want to take a solo backpacking trip or gap year
Argentina
17%
Argentina
Australia
14%
Australia
Belgium
16%
Belgium
Brazil
13%
Brazil
Canada
14%
Canada
China
22%
China
Colombia
15%
Colombia
Croatia
25%
Croatia
Denmark
17%
Denmark
France
18%
France
Germany
20%
Germany
Hong Kong
35%
Hong Kong
India
19%
India
Indonesia
25%
Indonesia
Israel
20%
Israel
Italy
23%
Italy
Japan
16%
Japan
Mexico
19%
Mexico
Netherlands
17%
Netherlands
New Zealand
13%
New Zealand
Russia
11%
Russia
Singapore
19%
Singapore
South Korea
27%
South Korea
Spain
11%
Spain
Sweden
12%
Sweden
Taiwan
36%
Taiwan
Thailand
19%
Thailand
United Kingdom
13%
United Kingdom
United States
18%
United States

Prioritizes travel over material possessions

0

would rather prioritize travel and be careful about my spending elsewhere. Click here to learn more about the countries that agree with this most

0
think that travel is always worth investing in
0
would prioritize spending money on experiences when away
0

ranked ‘travel and seeing the world’ as most important when thinking about how they spend their money

0
Investing in higher education/professional training
0
Saving for retirement
0
Saving for a downpayment on a house / property
No. of Gen Z travelers who would rather prioritise travel and be careful about spending elsewhere
Argentina
53%
Argentina
Australia
45%
Australia
Belgium
46%
Belgium
Brazil
47%
Brazil
Canada
41%
Canada
China
58%
China
Colombia
47%
Colombia
Croatia
45%
Croatia
Denmark
47%
Denmark
France
45%
France
Germany
38%
Germany
Hong Kong
43%
Hong Kong
India
69%
India
Indonesia
57%
Indonesia
Israel
49%
Israel
Italy
39%
Italy
Japan
31%
Japan
Mexico
51%
Mexico
Netherlands
45%
Netherlands
New Zealand
43%
New Zealand
Russia
60%
Russia
Singapore
49%
Singapore
South Korea
39%
South Korea
Spain
48%
Spain
Sweden
47%
Sweden
Taiwan
43%
Taiwan
Thailand
62%
Thailand
United Kingdom
47%
United Kingdom
United States
45%
United States
0

plan to have checked at least five epic trips off their bucket list in the next ten years

Already has a bucket-list

They may be young, but Gen Z is already planning long term

0

have a travel bucket list of things to do or see before they die, with this figure rising to 74% across Gen Z females (vs. 64% men). But which nations top the list? To find out more, click here

0
started the list because they enjoy thinking about all the places that they’re going to travel to in their life
0
say they get satisfaction from traveling to places on their bucket list as soon as possible so they can begin adding more new places
0
find that having a bucket list helps them keep track of amazing places to travel to that they’ve never heard of before
No. of Gen Z travelers who have a travel bucket list of things to do or see before they die
Argentina
91%
Argentina
Australia
66%
Australia
Belgium
57%
Belgium
Brazil
80%
Brazil
Canada
65%
Canada
China
65%
China
Colombia
92%
Colombia
Croatia
62%
Croatia
Denmark
57%
Denmark
France
52%
France
Germany
62%
Germany
Hong Kong
67%
Hong Kong
India
74%
India
Indonesia
85%
Indonesia
Israel
59%
Israel
Italy
59%
Italy
Japan
39%
Japan
Mexico
81%
Mexico
Netherlands
73%
Netherlands
New Zealand
59%
New Zealand
Russia
80%
Russia
Singapore
71%
Singapore
South Korea
77%
South Korea
Spain
85%
Spain
Sweden
63%
Sweden
Taiwan
57%
Taiwan
Thailand
85%
Thailand
United Kingdom
65%
United Kingdom
United States
65%
United States

Generation give back

Travelers of all ages are waking up to the impact of their travel plans, and Gen Z is no different

0

want to experience volunteering when traveling. To find out more about regional differences, click here

0
say they will visit lesser-known destinations over popular ones if it means having less of an impact on the environment
0
state that the environmental impact traveling has on destinations is an important factor when deciding where to travel
0
would want to stay in a green or eco-friendly accommodation
0

look to use more environmentally friendly means of transport once they have arrived at their destination

No. of Gen Z travelers who want to experience volunteering when traveling
Argentina
36%
Argentina
Australia
38%
Australia
Belgium
30%
Belgium
Brazil
48%
Brazil
Canada
25%
Canada
China
54%
China
Colombia
51%
Colombia
Croatia
26%
Croatia
Denmark
29%
Denmark
France
42%
France
Germany
34%
Germany
Hong Kong
31%
Hong Kong
India
59%
India
Indonesia
61%
Indonesia
Israel
33%
Israel
Italy
28%
Italy
Japan
18%
Japan
Mexico
46%
Mexico
Netherlands
26%
Netherlands
New Zealand
31%
New Zealand
Russia
20%
Russia
Singapore
35%
Singapore
South Korea
18%
South Korea
Spain
41%
Spain
Sweden
27%
Sweden
Taiwan
34%
Taiwan
Thailand
53%
Thailand
United Kingdom
34%
United Kingdom
United States
36%
United States
0

trust the recommendations of those they don’t know in person such as influencers and celebrities

Social snappers

0

of Gen Z take over 50 pics a day on vacation. But which nations are the most ‘snap happy’? Click here to find out more

0
find Instagram the top source of inspiration when deciding where to travel to
0
always upload pictures from their trips on social media when they travel — but...
0
also, say they believe that too much emphasis is spent on social media when travelling
No. of Gen Z travelers who take over 50 pics a day on vacation
Argentina
32%
Argentina
Australia
23%
Australia
Belgium
30%
Belgium
Brazil
22%
Brazil
Canada
26%
Canada
China
28%
China
Colombia
21%
Colombia
Croatia
29%
Croatia
Denmark
22%
Denmark
France
25%
France
Germany
24%
Germany
Hong Kong
22%
Hong Kong
India
33%
India
Indonesia
27%
Indonesia
Israel
27%
Israel
Italy
23%
Italy
Japan
19%
Japan
Mexico
20%
Mexico
Netherlands
25%
Netherlands
New Zealand
26%
New Zealand
Russia
24%
Russia
Singapore
27%
Singapore
South Korea
36%
South Korea
Spain
26%
Spain
Sweden
26%
Sweden
Taiwan
22%
Taiwan
Thailand
26%
Thailand
United Kingdom
20%
United Kingdom
United States
19%
United States
Research commissioned by Booking.com and independently conducted among a sample size of 5,456 respondents aged 16 – 24 in 29 markets (including 250 each from Australia, Brazil, China, France, Germany, India, Italy, Japan, Spain, UK and US, and 150 each from Argentina, Belgium, Canada, Colombia, Croatia, Denmark, Indonesia, Israel, Mexico, Netherlands, New Zealand, Russia, Singapore, South Korea, Thailand, Sweden; Hong Kong and Taiwan). Fieldwork was undertaken between 1 and 16 May 2019. The survey was carried out online. All research and recruitment, unless otherwise stated, was carried out by Vitreous World, with analysis by Ketchum Analytics.