LONDON, 9 July 2019 - With the power to shape the future, Gen Z (aged 16-24) is coming of age and are on their way to discovering the world. Already the subject of much speculation, many have assumed how this generation will behave, but what do they actually have to say for themselves? In an increasingly connected world, with travel more accessible than ever before, Booking.com, the digital travel leader connecting travellers with the widest choice of unique places to stay, a range of must-do travel experiences and seamless transport options, has conducted global research with almost 22,000 respondents across 29 markets to get insights into the Gen Z traveller*, revealing not just their travel plans, but how these link to their wider aspirations for life.
Unpacking Gen Z priorities
When questioned about how theyâd prioritise spending their money, travel came out top in five out of seven choices for Gen Z, especially when compared to material possessions or more fleeting experiences. Travel ranked above the likes of furniture and homewares, clothes and fashion, tech and gadgets, eating at restaurants and spa and beauty treatments.
When thinking about how Gen Z would like to spend their money, this is how they would prioritise:
Spa / beauty treatments (21%)
Eating out at restaurants (32%)
Furniture / homewares (38%)
Clothes / fashion/shoes (40%)
Tech / gadgets (42%)
Travel vs. Life Goals
Gen Z have grown up in a world where over the last decade or so, global financial and economic turbulence has become almost the norm, and so understanding their stance on finances (specifically how they plan to spend their money over the next five years), is a useful barometer for their overall outlook on life.
Over half (54%) of Gen Z in the UK think travel is always worth spending money on, in comparison to six in ten (60%) of Gen Zers globally who think that travel is always worth investing in. And when it comes to prioritisation, âtravel and seeing the worldâ ranked as most important to this generation when thinking about how they spend their money (65%). Saving for âlifeâs biggest investmentâ (property) came a close second and interestingly, more material possessions ranked lowest.
What Gen Z plans to spend their money over the next 5 years
% of global Gen Z travellers
% of UK Gen Z travellers
Travelling and seeing the world
Saving for a down payment on a house / property
Investing in higher education / professional training
Saving for retirement
Spending money on experiences or products that are environmentally friendly
Saving for wedding/civil partnership
Buying new tech
Buying designer clothes/shoes/accessories
Ready to go Solo
Many young travellers are already stepping out into the world with their family, with two fifths (42%) of Gen Z travellers indicating that they mainly do it because it allows them to go on trips that they would not otherwise have the funds for. But as Gen Z looks to fly the nest, theyâre keen to do it alone.
Out of office: on
Whether still contemplating their future vocation, or have just ventured into the workforce, the notion of a career is still pretty fresh, so its unsurprising that Gen Z rank getting a job as their most important life experience (80%). But with travel being such a passion point for this generation, prospective employers should take note, as 54% of Gen Z say the opportunity to travel for work is important when selecting a job and nearly six in ten (57%) say a job where they get to experience other cultures is attractive to them.
Already Champions of the Bucket List
65% of Gen Z in the UK and over two thirds (69%) of Gen Z globally have already compiled a travel bucket list (a list of things to do or see before they die), with this figure rising to 74% across Gen Z females (vs. 64% men).
Reasons for having a travel bucket list are varied:
Having a travel bucket list doesnât just reveal an intention to travel to new places, it also provides a deeper insight on the generationâs broader travel behaviours. For the 31% of Gen Z without a bucket list, the reasons also vary:
While many Gen Zers have only just come of age they most certainly already know what they want when it comes to their travel plans:
âAs the first generation of digital natives comes of age, itâs exciting to see this research reveal that Gen Z travellers are a determined generation whose excitement to explore means that they have mapped out many of their future travel plans already,â said Ram Papatla, Vice President of Global Experiences at Booking.com. âTheir affinity and comfort with technology dovetails perfectly with our ambition to learn and deliver an even more seamless, connected trip experience. We want to empower people of all ages to make the most out of every adventure, with their device as a powerful resource instead of a dependency - something Gen Z truly appreciates.â
To delve deeper into Booking.comâs insights of the Gen Z traveller, visit http://destinationgenz.com/
For further information, contact the Booking.com UK Press Office; firstname.lastname@example.org
NOTE TO EDITORS
*Research commissioned by Booking.com and independently conducted among a sample size of 21,807 respondents aged 16 or over (25% of whom were aged 16-24) in 29 markets (including 1,000 each from Australia, Germany, France, Spain, Italy, China, Japan, Brazil, India, US, UK; and 600 each from Russia, Indonesia, Colombia, South Korea, New Zealand, Thailand, Argentina, Belgium, Canada, Denmark, Hong Kong, Croatia, Taiwan, Mexico, Netherlands, Sweden, Singapore and Israel). 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.
Established in 1996 in Amsterdam, Booking.com B.V. has grown from a small Dutch start-up to one of the largest travel e-commerce companies in the world. Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com now employs more than 17,500 employees in 198 offices in 70 countries worldwide.
With a mission to empower people to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. At Booking.com, we connect travellers with the worldâs largest selection of incredible places to stay, including everything from apartments, vacation homes, and family-run B&Bs to 5-star luxury resorts, tree houses and even igloos. The Booking.com website and mobile apps are available in 43 languages, offer over 28 million total reported listings, including more than 5.9 million listings of homes, apartments and other unique places to stay, and covers more than 150,000 destinations in 227 countries and territories worldwide.
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