Gen Z travel trends are set to be a driving force within the global tourism and hospitality industry for the next 12 months.
Travel booking website Skyscanner has released a 2026 Travel Trends report highlighting the cultural forces and emerging behaviours that will define how Gen Z travels in 2026.
Drawing from millions of searches and global consumer insights, the report shows how Gen Z's digital fluency, identity-driven choices and experience-first mindset are reshaping the future of travel.
According to Skyscanner, Gen Z approaches travel with personalisation at the forefront. Instead of traditional milestones or bucket-list visitor attractions, they seek experiences aligned with their passions, such as beauty, art, outdoor adventure, local food culture and identity-driven self-care.
Viral social media trends such as BookTok, GRWMs and "girl dinner" continue to inspire trip planning.
Skyscanner said video is vital to capture Gen Z’s attention. Gen Z look to YouTube (54 percent), Instagram (59 percent) and TikTok (47 percent), as well as film and TV (29 percent) for travel inspiration.
Their tech-first approach also sets them apart. Gen Z is the generation most likely to use AI for destination inspiration, itinerary building and booking, with nearly three-quarters expressing confidence using AI tools to guide their 2026 travel decisions.
The top seven travel trends among Gen Z are:
- Glowmads: Beauty is becoming a major travel motivator for Gen Z. This generation is significantly more likely than Baby Boomers (six percent) to prioritise beauty-focused activities abroad. Forty percent plan to seek out beauty treatments or skincare stores while travelling next year, and TikTok is driving inspiration, with beauty content acting as a catalyst for their travel plans.
- Catch flights and feelings: Gen Z is embracing travel as a path to connection with 74 percent saying they are turning to new cities and new destinations to meet people beyond their local dating pools. One third says they feel more open to meeting others while travelling and feel freer to be themselves in new environments.
- Shelf discovery: Supermarket tourism is surging among all travellers – but especially Gen Z travellers, with nearly 33 percent planning to visit supermarkets abroad on their next trip. They want to discover foods they cannot find at home and sample unique flavours from international brands. On TikTok, there has been a surge in popularity around 7-Eleven stops in Japan to try their egg salad sandwiches, which reflects Gen Z's growing curiosity for everyday cultural experiences in other countries.
- Family adventures: Multigenerational travel is trending upward thanks to Gen Z since many are travelling with parents (52 percent), grandparents (28 percent) or multiple generations together (37 percent). While affordability plays a role, deeper connections and memory-making are driving this shift.
- Altitude shift: Mountains are becoming year-round escapes with more than half of Gen Z (58 percent) saying they are turning to mountain destinations for peace, quiet and restorative time in nature.
- Beach 2.0: More than half (51 percent) of travellers are interested in beach vacations, and more than a third are planning water activities such as wild swimming, snorkelling, paddleboarding or surfing.
- Tech-forward travellers: With 72 percent of Gen Z expressing confidence using AI for travel planning, this generation is redefining how trips are researched and booked. They use smart tools, social media and AI-powered features to find the best deals, discover new destinations, and craft highly personalised itineraries.
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