The Gen Z demographic in India is redefining the travel landscape in 2024, blending a strong affinity for technology with a sharp focus on value for money, according to a recent report by Booking.com. The study, titled “Decoding the Gen Z Traveller,” highlights the unique travel preferences of this generation, born between 1995 and 2010, showcasing their inclination towards solo adventures, immersive experiences, and tech-enabled travel solutions.
The findings are based on a survey conducted by Booking.com in January or February 2024, involving 32,300 respondents from 32 markets, including 1,800 participants from India. The respondents were adults who had taken a leisure trip with an overnight stay in the last 12 months and plan to travel in 2024.
The report underscores the growing reliance on technology among Indian Gen Z travellers, with 73 per cent expressing a willingness to use AI trip planners to craft their itineraries. This tech-forward approach extends to their preference for accommodations, as 76 per cent seek out hotels equipped with advanced amenities like robotic services and AI-enabled touchpoints. Moreover, 68 per cent of respondents are comfortable using AI to discover lesser-known, off-the-beaten-path destinations, signaling a shift towards personalized and unique travel experiences.
Balancing solo and family travel
While solo travel is gaining popularity among Indian Gen Z, with 85 per cent planning to embark on solo journeys this year, family travel remains significant. The report reveals that 69 per cent are likely to travel with family members, and 61 per cent with their parents. Social media continues to play a crucial role in influencing travel decisions, with 77 per cent inspired by friends and family on platforms like Instagram and Facebook.
Despite their love for travel, Indian Gen Z is highly budget-conscious. The report highlights that 71 per cent prefer to travel during off-peak seasons to save money, and 73 per cent actively seek discounts through loyalty programs. However, these travellers are not just looking to cut costs—they are also keen on experiencing once-in-a-lifetime activities. For instance, 72 per cent are eager to engage in unique experiences such as skydiving or hot air ballooning during their trips.
Enforcing corporate travel policies is essential for controlling costs and ensuring consistency. However, ensuring compliance can be challenging. Employees may inadvertently or deliberately make expenditures that do not align with company guidelines, leading to policy violations. Hence, there is a pressing need for clear communication and consistent enforcement of travel policies.
Accommodation choices: Comfort and familiarity reign supreme
When it comes to accommodation, Indian Gen Z tends to stick to what they know. Nearly 70 per cent of respondents admitted to returning to a hotel they enjoyed, while 66 per cent prioritize staying at reliable, familiar hotels. The convenience of booking is also a key factor, with 37 per cent preferring to book attractions and activities simultaneously with their accommodation.Santosh Kumar, Country Manager for India, Sri Lanka, Maldives, and Indonesia, Booking.com, commented on the findings, stating, “With 65 per cent of India’s population under the age of 35 years, understanding the travel sentiment of Gen Z is crucial. Their eagerness for unique and immersive experiences, combined with their tech-savviness and focus on value for money, is driving the demand for innovative travel solutions. At Booking.com, we are committed to making it easier for all travellers, including Gen Z, to explore the world with everything they need available on one platform.”
The report paints a comprehensive picture of the evolving travel preferences of Indian Gen Z, emphasising their desire for a seamless, tech-enhanced travel experience that doesn’t compromise on value. As this generation continues to influence the global travel market, businesses and service providers will need to adapt to meet their unique demands.
