“Phone obsessed,” “soft,” “broke” … these are just a few of the dismissive labels society has thrust upon Gen Z, the largest generation to date, comprising people born between the years of 1997 and 2012. The youngest of the bunch are teenagers, and the oldest are settling into adulthood as they approach their 30s. And while it’s fair to say every generation has suffered unjust assumptions — think Millennials and avocado toast and the recent “OK, Boomer” trend — as Gen Z comes into its own, the group is shattering expectations and showing the world what it’s really made of.
Take, for example, research from Stanford University as cited in the Stanford Report that found Gen Z is actually a group that “value(s) flexibility, authenticity, and a pragmatic approach to addressing problems.” In regard to their buying power, NielsenIQ, the world’s leading consumer intelligence company, said Gen Z is poised to become not only the wealthiest, but the highest-spending generational cohort in history earning the generation the moniker “Spend Z” in the company’s 2024 report by the same name.
Another unexpected thing about Gen Z? They’re eager to work with travel advisors. “About 45% of my current client base is Gen Z, and yes, they are actively seeking out travel advisors,” said Kristin Williams, independent travel advisor for Vincent Vacations. “They’re great researchers, but they understand the value of expert planning when it comes to maximizing experiences and avoiding costly mistakes.”
Katie Gerling, signature travel curator for Vic’s Vacations, seconded this sentiment, saying about 50% of her client base comprises Gen Z travelers booking honeymoons, first anniversaries and other milestone trips. “In my experience, Gen Z travelers are absolutely seeking professional guidance,” she said. “While they are comfortable researching online, they recognize the value of expert planning when trips become high-stakes or once in a lifetime. For them, working with an advisor is about confidence, efficiency, and making sure their time and money are well spent.”
When you stop to think about it, it makes sense that the most online generation is turning to travel pros to ensure their once-in-a-lifetime vacation moments live up to the hype — after all, no one wants their long-awaited getaway to turn into an “Instagram vs. Reality” moment. Gen Z is prioritizing travel, too. According to Skyscanner, 52% of Gen Zers plan to increase vacations abroad in 2026, and 45% are budgeting to spend more on future travel plans, meaning travel advisors are well-positioned to get in on the action.
How Does Gen Z Like To Travel?
As demand for authentic and meaningful travel experiences continues to rise, it seems Gen Z may be playing a major role in driving the ongoing trend. “[Gen Z] prioritizes meaningful moments over excess by collecting feelings, aesthetics, and memories that look great on camera but feel even better in real life,” said Williams.
Of course, bringing those dreams of an intentional, experience-driven vacation to life can be a challenge, especially when you’re new to the travel arena, which is another reason Gerling thinks Gen Z is eager to accept advisors’ help. “Many [Gen Z people] are still early in their travel journeys and need more guidance throughout the planning process,” she said. “They ask thoughtful questions and appreciate hand-holding, education, and reassurance, especially when booking higher-value trips. Compared to Millennials, who often enjoy extensive research and DIY planning, Gen Z places more value on having everything curated and streamlined. They want expert direction, clarity on what is worth the spend, and trips that feel special and shareable, including at least one Instagram-worthy moment that captures the experience.”
On the topic of social media, apps like Instagram and TikTok are big for sparking Gen Z’s wanderlust. “These [apps] are where these travelers are discovering advisors and destinations,” said Williams. “Gen Z travelers are highly social-media influenced, travel more frequently than previous generations did at the same age, and are deeply experience-driven.”
Regarding who they’re traveling with and where they’re going, Gerling and Williams said Gen Zers seem to favor vacationing as couples and groups. “Most are traveling as couples or with small groups, and they are looking for trips that balance relaxation, meaningful experiences, and moments that feel special and shareable,” said Gerling. Regarding where they’re going, Gerling said destinations in Europe are of particular interest, with places like Croatia, Mallorca, Portugal, Scotland and Iceland topping the demographic’s travel wish lists.
How Advisors Can Connect With Gen Z
Gen Z likes to keep it real, which is why authenticity is the name of the game for advisors who want to reach potential Gen Z clients. According to Williams and Gerling, for some travel pros, this might mean adjusting their approach to communicating with clients. “To connect with Gen Z, advisors need to lead with authenticity and storytelling, not selling,” said Williams. Similarly, Gerling noted, “Advisors need to show up as educators and curators, not salespeople. This generation values trust, transparency, and expertise, and they want to understand the why behind recommendations.”
We already know social media platforms play a big role in influencing Gen Z’s travel aspirations, and Gerling doubled down on this, saying advisors who want to reach the group should set their sights on Instagram. Similar to how they’d be wise to approach conversations with Gen Z with authenticity, advisors may need to rethink the content they’re posting on social media to ensure it’s engaging enough to capture the attention of this younger — arguably content overloaded — demographic.
“Instagram is still the primary platform where I connect with Gen Z clients, especially through short-form video, storytelling, and behind-the-scenes planning content,” she said. “Sharing real itineraries, explaining decision-making, and showing how a trip comes together builds credibility quickly. Gen Z travelers respond best when advisors position themselves as a resource and guide, rather than focusing solely on destinations or deals.”
One final thing Gen Z travelers value? An open line of communication. “This is a generation that appreciates clarity, reassurance, and feeling supported before, during, and after a trip,” said Gerling. “Advisors who lean into education, transparency, and relationship-building will find that Gen Z clients often become long-term clients as their travel lives evolve.”
Williams agreed, saying one of the best things about working with Gen Z is the opportunity to gain their loyalty and the potential for ongoing growth. “Gen Z travelers may travel differently than older generations, but they’re willing to spend on experiences and tend to be loyal once trust is established,” said Williams. “They can grow with you, from solo trips and friend travel to honeymoons, destination weddings, and eventually multigenerational trips.”
As they come into their own, Gen Z is becoming a generation made up of people who know what they want. They prioritize standing on their values, and they expect the people they do business with to help them feel confident doing so. “One thing often overlooked is that Gen Z is not anti-luxury, they are anti-waste and anti-ambiguity,” said Gerling. “They want to understand what they are paying for and why it matters. When advisors take the time to explain value, Gen Z becomes incredibly loyal and trusting.”
Originally appeared in the Spring 2026 issue of The Compass magazine
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