Gen Z

Over the past few months, I’ve been paying close attention to a trend that’s reshaping our industry faster than many expected: the rise of Gen Z in the luxury travel market. These so-called “digital natives,” now between the ages of 13 and 28, are stepping into the workforce and quickly becoming a powerful force in travel. By 2030, they’re projected to represent nearly one-third of the global workforce and influence as much as a quarter of all luxury spending. That’s no longer something on the horizon it’s right around the corner.

So what does that mean for those of us who curate exceptional travel experiences?

While some companies are hiring “Gen Z translators” to decode this generation’s mindset, I don’t think we need intermediaries. What we need is to pay attention. Because when we listen, really listen, we start to understand what Gen Z is asking for.

And here’s the surprising part: despite their reputation for living online, Gen Z still values real, human connection. Yes, they rely heavily on technology for inspiration, planning, and booking. But the moment they arrive at a destination or property, they want to be seen, understood, and acknowledged, authentically and on their own terms.

Their influence is already shifting family travel dynamics. On multigenerational trips, parents and grandparents may be the ones setting the budget, but it’s often the Gen Z travelers who determine the destination, the style, and the experiences. They’re the ones saying, “I saw this on TikTok,” or “My friends just did this,” and increasingly, the rest of the family is following their lead.

And their confidence isn’t just social, it’s financial. Recent research shows that Gen Z increased their luxury spending more than any other age group this past year, with the majority expecting to spend even more in the year ahead.

For us in luxury travel, this is a pivotal moment. Gen Z isn’t just the future, they’re rapidly becoming the present. And if we want to stay relevant, we must evolve with them.