Gen Z holiday habits revealed ahead of summer travel season
As summer approaches, a deep dive into YouGov Profiles data highlights how Gen Z chooses to travel - offering a fresh perspective on the next wave of UK holidaymakers.
Travel companions: Family first, followed by friends and partners
Gen Z travellers are far from being solo wanderers. Over four in ten (43%) say their most recent trip was taken with family members, such as parents or grandparents, making family their most common holiday companions. Partners followed at 26%, while 18% vacationed with friends. Solo holidays were taken by just 7% of respondents, and only 3% said they travelled with children. This suggests that holidays remain a shared experience for Gen Z, particularly with close family.
Destinations of choice: Short-haul cities win
When asked about their most recent travel, short-haul destinations in Europe emerges as the most popular (38%) destination, followed by UK-based holidays (29%). Only a small proportion opted for long-haul getaways to destinations such as North America, Asia, or Australia (13%).
Looking ahead, this preference for closer, more accessible locations continues: 36% plan to visit European destinations outside the UK in the next 12 months, while 28% are planning domestic holidays and 10% are targeting trips to the United States.
City breaks are the most preferred type of holiday for Gen Z, with 47% naming them as their favourite - consistent with their forward-looking vacation intentions, where 37% said they plan to take a city break in the coming year.
Vacation plans for the next year reflect this mix: 28% intend to take a beach vacation, 23% plan to visit friends or family, and 21% are interested in sightseeing-focused travel. Notably, 17% are also considering walking or hiking vacations - pointing to an interest in nature and wellness.
The cost-conscious explorer: Budget matters most
Affordability is a central theme in Gen Z’s travel decision-making. When selecting destinations, 40% said value for money is their top consideration, followed closely by 34% who prioritise low-cost options like cheap flights and accommodations. The temperature or climate of the location matters to 27%, and 26% are drawn to destinations with cultural or historical significance.
Accessibility, particularly direct flights or transportation links is important to 25%, and 24% appreciate destinations with outstanding natural beauty. Social proof also plays a role - 21% say they’ve been influenced by recommendations from friends or family, while 17% choose places where loved ones live.
Nostalgia or emotional attachment ranks lower, with only 14% selecting destinations they’ve visited before and enjoyed. Around one in eight (11%) are motivated by nightlife.
Planning habits show intention over impulse
Despite stereotypes about Gen Z being spontaneous, the data shows a structured approach to planning. A combined 54% say they book their holidays well in advance, while only 18% say they don’t put much time into planning.
Luxury is not a major draw for this cohort. Only 20% agree that they book luxury accommodation when possible. Meanwhile, 44% disagree, suggesting a preference for practicality overindulgence.
These attitudes are reinforced by their booking habits - 57% typically choose budget flights.
How Gen Z pays abroad
When traveling internationally, 49% of Gen Z prefer using debit cards. Cash remains relevant, with 36% opting to pay in local currency. Only 17% use credit cards, and a mere 8% use online payment methods such as PayPal. Pre-paid credit cards are used by just 4%, and travellers' cheques have nearly disappeared, with only 2% using them.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the population and weighted by age, gender, education, region, and race. Learn more about Profiles.
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