Overview
- HBX Group released "Generation Z and the Future of Personalized Travel Experience," produced with NYU consultants Dr. Recep Karaburun and Dr. Olena Ciftci.
- Most respondents welcome tailored content, with 26% strongly in favor and 40% in favor, while discomfort stems from opacity or overly promotional messaging.
- Local restaurant and activity tips rank highest for usefulness (75%), followed by personalized hotel and flight offers (64%) and interest-based smart itineraries (45%).
- Generic promotional blasts and impersonal “exclusive” emails are widely disliked (55%), along with ads that follow users on social media or intrusive pop-ups.
- Gen Z primarily travels for leisure (65%) and reports meaningful annual budgets, with 31% spending $1,000–$2,500, 24% spending $2,500–$5,000, and about one in five spending more than €5,000.