In Brief: A recent study reveals that by 2026, Gen Z travelers will place high importance on unique experiences, direct booking options, and the use of digital tools in their travel plans.
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Gen Z Travelers in 2026 Prioritize Experiences, Direct Bookings, and Digital Tools – Image Credit Unsplash
Gen Z travelers in 2026 are shifting away from traditional booking methods and travel priorities, focusing on direct bookings, experiences over luxury flights, and using platforms like Google Maps and TikTok for travel planning, according to a new Cafeteria report.
A new report from Cafeteria, an insights platform focused on Gen Z and Alpha consumers, details how the next generation is changing travel, hotel, airline, and rideshare preferences for 2026. The study is based on responses from over 900 Gen Z users who spent 197 hours discussing their travel habits and priorities.
Key Travel Trends Among Gen Z
Cafeteria’s findings show that Gen Z travelers prioritize making memories and unique experiences over luxury accommodations or flights. According to Mark Silverstein, Cafeteria’s Co-founder, Gen Z is willing to save money on flights and hotels to spend more on local experiences, food, and entertainment at their destinations.
The report also highlights that time efficiency is important for Gen Z. Many are willing to pay for rideshares like Uber to reach their hotels quickly upon arrival, but will shift to public transit for the rest of their trip to save money.
Booking Preferences and Technology Use
Gen Z is moving away from third-party online travel agencies (OTAs) and prefers booking directly through airline and hotel websites or apps. TikTok has emerged as a major source for travel inspiration and booking advice, serving as an entry point for discovering deals and destinations. About 25% of Gen Z travelers bypass OTAs, though those who use them favor Expedia.
The transition from family-booked to self-booked travel is gradual. For ages 14-17, 65% of trips are booked by parents. This shifts to 42% self-booked for ages 18-21, and 48% self-booked for those 22 and older, as young adults gain independence and start traveling with partners.
Spending Priorities: Flights, Food, and Experiences
Gen Z travelers typically aim to minimize flight spending, viewing them as a means to an end rather than a core part of the travel experience. Instead, they allocate more of their budget to food, experiences, and activities at their destination. Hotel spending is split between luxury and budget options, depending on the trip.
A majority of Gen Z travelers use rideshare services like Uber or Lyft from the airport for convenience, especially when managing luggage or feeling fatigued. However, 26% report switching to public transportation for the remainder of their trip to save money.
Attitudes Toward Cruises
The report finds that Gen Z is divided on cruises. While some are attracted to the fun and adventure associated with cruising, concerns about safety, seasickness, and high-profile incidents like the Titanic persist. Female respondents are more likely to express both positive and negative sentiments about cruises.
Airline and Hotel Preferences
Delta, JetBlue, and United are the preferred airlines for Gen Z, with Delta and JetBlue recognized for offering premium experiences at reasonable prices. JetBlue is noted for its in-flight entertainment and legroom, while Delta is associated with nostalgia and value. United is seen as a reliable family choice, and Southwest is recognized for its open seating policy.
When it comes to loyalty, operational reliability, and maintaining perks like free checked bags, these are important. For example, operational failures and the removal of perks (such as Southwest ending its free checked-bag policy) are cited as deal-breakers.
For hotel selection, Gen Z relies heavily on Google Maps to evaluate location, cleanliness, and views before booking. Location remains the top priority, followed by cleanliness and the quality of the room’s views.
Service Expectations and Customer Experience
Gen Z expects efficiency from travel staff but values kindness and warmth in customer service. Positive experiences are most often associated with friendly staff who resolve issues and offer small gestures, such as complimentary treats or birthday surprises.
Conclusion
Cafeteria’s report indicates that Gen Z is reshaping the travel industry by prioritizing experiences, direct bookings, and digital tools for planning. Their preferences are influencing how airlines, hotels, and travel platforms adapt to meet the expectations of a new generation of travelers.
View the full report, including voice notes and an audio trailer, Cafeteria.
