# Study on Generation Z Travellers

**Publisher:** European Travel Commission (ETC)  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Study  
**Access:** Free PDF  
**Official source:** https://etc-corporate.org/reports/study-on-generation-z-travellers  
**Canonical:** https://tourismintel.ai/reports/study-on-generation-z-travellers

## At a glance
- Generation Z travellers described as adaptable, smart, tolerant and hyper-connected, having grown up amid environmental and security challenges.
- ETC study examines travel preferences and behaviour across four markets to understand emerging demand and tourism trends.
- Report identifies 12 trends expected to reshape European tourism supply and demand as Gen Z becomes primary travel decision-maker.
- Generation Z consumption preferences still forming, presenting opportunity for industry to shape targeted marketing and attraction strategies.

## What the report covers
The European Travel Commission conducted this study to investigate travel preferences, motivations and behaviour of Generation Z consumers across four key markets: China, Germany, UK and US. The research examines their aspirations and views to forecast how tourism demand may evolve over the next 10–15 years as Gen Z matures into primary travel decision-makers. The report translates findings into 12 forward-looking trends and offers practical intelligence to guide ETC member countries in designing targeted marketing strategies.

## Key findings
Generation Z is characterised as highly adaptable, intelligent and tolerant, shaped by growing up with digital connectivity and exposure to environmental sustainability and terrorism challenges. This cohort represents a fundamentally different consumer segment whose diverse lifestyles, motivations and habits resist simple generalisation, yet signal opportunities for tourism innovation and responsibility.

Generation Z travellers are actively discovering and consolidating their consumption preferences, creating a critical window for the travel industry to build understanding of future demand patterns. The formative nature of their travel choices presents significant opportunity for early engagement and brand-building among what will become the dominant traveller demographic.

The study distils findings into 12 identifiable trends expected to influence both supply and demand across European tourism over the coming decade-plus. These trends reflect how Generation Z's values and behaviours—shaped by their unique socio-economic context—will reshape destination marketing, service design and business models across the sector.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Source markets covered | 4 (China, Germany, UK, US) | Study scope; no sample size disclosed in public summary |
| Forecast horizon for trends | 10–15 years | Expected timeframe for trends to materialise as Gen Z becomes primary decision-maker |
| Identified trends | 12 | Forward-looking trends for European tourism supply and demand |

## Why it matters
**DMOs & destinations** — Understanding Generation Z travel preferences is essential for designing competitive destination strategies over the next decade. As this cohort solidifies purchasing behaviour and grows into primary decision-makers, early-stage insight enables DMOs to shape marketing narratives and positioning aligned with their values, aspirations and emerging travel motivations.

**Hotels & hospitality** — Generation Z's distinct lifestyle, values and consumption patterns demand tailored service design, sustainability practices and digital engagement models. Hospitality operators gaining early insight into their preferences—while Gen Z's habits remain formative—can align product development, customer experience and operational strategy to capture loyalty across what will become the dominant guest demographic.

**Travel tech & distribution** — Generation Z's hyper-connectivity and digital fluency signal evolving distribution expectations and booking behaviour. Understanding their travel motivations, aspirations and decision-drivers enables tech platforms and intermediaries to develop targeted solutions, personalisation engines and content strategies that resonate with emerging consumer priorities.

## Methodology and limits
This brief is based on the publicly available summary only; the full report methodology is not detailed in the accessible text. The study was conducted by the European Travel Commission and examines traveller data across four markets: China, Germany, UK and US. The research translates findings into 12 forward-looking trends for the 10–15 year horizon. Detailed sample size, survey method, fieldwork period and statistical limits are not disclosed in the public summary.

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© European Travel Commission (ETC) for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://etc-corporate.org/reports/study-on-generation-z-travellers