Contiki revealed how Gen Z travelers are using technology to enhance their travel planning. As conversations around artificial intelligence (AI) continue to make headlines, insights from Contiki’s annual “Voice of a Generation” survey show this digitally native group embraces AI for research but prioritizes a human touch when it comes to booking their trips. The survey by the travel brand for 18- to 35-year-olds also highlights rising trends impacting this demographic’s travel patterns, such as sober tourism, sustainability-focused adventures and off-the-beaten-path destinations.
The survey revealed that while Gen Z embraces AI for inspiration, such as finding local activities (56 percent) or snagging travel discounts (60 percent), they’re far less comfortable handing over full control. Only 7 percent of respondents said they’d let AI book their entire trip, and 77 percent admitted they hadn’t used AI for any part of their travel planning.
Key trends shaping the 2025 travel season for Gen Z Americans according to Contiki’s annual “Voice of a Generation” survey include:
1. Sober Tourism
As clear-minded travel gains popularity, 83 percent of respondents show interest in booking sober experiences, signaling a shift away from the party-centric traveler of the past. Gen Z is now more focused on immersing in local culture (32 percent), learning something new and enriching (22 percent), relaxing and rejuvenating (22 percent), and seeking adrenaline-pumping adventures (23 percent).
“Contiki recently launched a new range of trips for travelers who are sober-curious, with six departures across Britain, Ireland and Scotland taking place in August 2025,” says Melissa DaSilva, interim CEO of TTC Tour Brands. "Beyond these new tours, advisors should consider promoting experiences to Gen Z customers that focus on active pursuits such as hiking and trekking, food-focused culinary experiences that showcase local culture, or destinations that don’t have much of a drinking culture, such as Morocco."
2. Planet-Friendly Travel
Gen Z has had a front-row seat since childhood to the devastating effects of climate change, spurring this generation to prioritize the planet in their purchasing decisions more than most. Ninety-one percent of 18- to 35-year-old American travelers stated sustainability was important to them while traveling, with the most important causes being “leaving a positive impact on the destination and visited communities” (43 percent) and “helping to preserve wildlife” (39 percent). Conversations around carbon emissions ranked less important (16 percent) and 59 percent of Gen Z travelers said that while sustainability in travel is important, they wouldn’t want to incur too many extra costs to explore responsibly.
“Advisors can focus on remote, nature-based, sustainable travel experiences for Gen Z clients while pointing out the value of a particular trip and its immersive possibilities," says DaSilva. "For instance, advisors can highlight itinerary inclusions that give back to local communities, such as Contiki’s 'Make Travel Matter' experiences, which include hands-on activities that give back—such as learning how ProTrack rangers protect the Big Five from poaching in South Africa or supporting Middle Eastern and African refugees while cruising the canals of Amsterdam.”
3. Alternative Adventures
When it comes to destinations, Gen Z is more open-minded than previous generations. Although European classics such as Rome, Paris and Barcelona are still of interest, 84 percent of travelers in this age bracket said they would be more than happy to discover a destination dupe such as Albania instead of Croatia or the Philippines instead of the Maldives. Fifty-six percent of travelers said they would prefer to visit off-the-beaten-path destinations instead of ticking off all the main attractions.
DaSilva explains: “Gen Z is more in tune with the hidden gems the world has to offer, thanks in part to content creators showcasing unique and unusual experiences on social media. In 2025, advisors should prioritize marketing up-and-coming destinations that offer similar experiences as their more popular neighbors without the crowds, often at a much better price point and with more unique experiences."
Source: Contiki
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