by Lacey Pfalz
Last updated: 9:45 AM ET, Fri February 14, 2025
Contiki, the tour operator specializing in young adult travel, conducted its annual Voice of a Generation survey, noting a surprising trend in how Gen Z travelers don’t trust AI to plan their trips.
AI Doesn’t Replace Human Assistance
The survey found that Gen Z travelers love using AI as a research tool, with 56 percent using it to find local activities in a destination and 60 percent using it to find discounts. Yet only 7 percent of Gen Z travelers said they’d trust AI to book their trip.
Instead, 77 percent noted they hadn’t used AI at all for their travel planning—and this is coming from the most tech-savvy adult generation in history!
“For travel advisors, these findings highlight a golden opportunity: Gen Z values technology as an enhancement, not a replacement, for personalized, human-guided booking experiences,” says Melissa DaSilva, Interim CEO of TTC Tour Brands. “This generation is reshaping what adventures can and should look like—from embracing destination dupes as alternatives to iconic hotspots to prioritizing experiences that focus on mindfulness and connection. By understanding these values, advisors can tap into Gen Z’s unique approach to travel and create unforgettable journeys tailored to their preferences.”
Gen Z Travel Trends in 2025
The Voice of a Generation survey also found some interesting trends among these young adult travelers.
A large majority of Gen Z travelers are showing an increased desire to book sober experiences, shying away from previous young adult cultural trends that focused on social drinking and partying. In fact, 83 percent cited interest in sober experiences, focusing more on cultural immersion, learning, relaxing and adventuring. That's why Contiki just launched new Sober-Curious trips.
Gen Z travelers are also some of the most environmentally conscious, and this shows: 91 percent of these travelers reported that sustainability was important when traveling. Forty-three percent want to provide a positive impact to the communities and environments they visit and 39 percent want to help preserve wildlife.
Yet they also recognize that price is often a barrier for them: 59 percent of Gen Z travelers reported that while they believe sustainability is important, price is also a major factor.
This year's third major trend is more alternative adventures, with this generation more open to new experiences in less touristed places. Eighty-four percent of Gen Z travelers reported they’d love to travel to a “destination dupe” over a popular place, and 56 percent reported they’d prefer visiting off-the-beaten-path destinations.
“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,” said DaSilva.
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