Generation Z, or those born between 1997 and 2012, are shaping the travel landscape with their unique and fresh take on what fuels them to explore the world, one country at a time.
In a January 2025 research conducted by digital travel platform Agoda, the study showed that today’s youth find travel inspiration in the digital realm, embrace spontaneity, and value shared experiences.
Here are five travel trends that emerged in the research, according to 15,000 Gen Z from the Philippines, Hong Kong, Indonesia, India, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam.
Social media as a travel guide
While Millennials, those born between 1981 and 1996, lean on their friends and family’s travel recommendations, Gen Z is scrolling through TikTok (22%), travel blogs, and vlogs (17%) to discover their next travel adventure.
Spontaneity is on the rise
Gen Z embraces the thrill of last-minute travel bookings more than any other generation. The study showed that one in eight Gen Z make their flight bookings at the latest possible moment, showcasing their spontaneous spirit.
Looking for travel buddies
For Gen Z, traveling is not just about the destination, but also about the shared experiences. Forty percent of them prefer to explore new places with a partner or in a group, highlighting the importance of bonding and companionship in their travel journeys.
Cost-conscious
Budget-friendly trips remain a top trend for Gen Z travelers (57%), making them on the same page as Millennials (47%). Both generations prefer keeping accommodation costs under P3,000 or $50 per night.
Wanderlust
Despite finding travel inspirations in different platforms, the desire to travel is a common thread that transcends generations. More than half of Gen Z participants in the study plan to embark on one to three trips in 2025 and about a third of them aim to go on four to six adventures.
In January, Agoda named Siquijor Island the emerging tourist destination in the Philippines, while Bohol as the top trending destination among Filipino domestic travelers.
—Hermes Joy Tunac/MGP, GMA Integrated News
