The way we travel today is barely recognisable from a decade ago.
Gone are the days when a single travel guidebook dictated itineraries or when convenience meant little more than finding a nonstop flight.
Modern travellers are bolder, more demanding and fuelled by an unquenchable thirst for unique, meaningful experiences.
But it’s not just preferences that are changing – technology is both responding to and reshaping these desires. And nowhere is this interplay more visible than among younger generations, who are setting the pace for the travel industry’s reinvention.
Laura Rieveley
Behaviour: The Modern Traveller’s Wishlist
Today’s travellers crave journeys that go beyond the surface. They want personalised experiences that reflect their unique interests, whether that’s sampling authentic street food in Bangkok or stargazing in a remote national park.
This push for customisation has been amplified by tools like AI, which analyse user data to offer tailored recommendations.
An Expedia Group survey found that 50% of travellers are curious about using AI in trip planning, with many expressing interest in AI tools for hotel searches, flight comparisons and even inspiration for where to go next.
Sustainability is also top of mind. Modern tourists are increasingly aware of their environmental impact, prioritising eco-friendly options.
For some, this means booking accommodations that adhere to green building standards; for others, it’s choosing carbon-offsetting options for their flights.
Insights from McKinsey & Company reveal that travellers are no longer content to book without considering the environmental implications of their trips.
In destination, travellers are leaning heavily into authentic experiences. They want to connect with the local culture in ways that feel meaningful – be it learning traditional crafts from local artisans or joining a neighbourhood cooking class.
This focus on the “real” over the “touristy” is reshaping how destinations market themselves, creating opportunities for local economies while placing pressure on the industry to ensure these experiences remain genuine.
Technology: Meeting and Shaping Expectations
Technology isn’t just keeping up with these changes – it’s driving them. From AI-driven personalisation to real-time mobile updates, innovation is transforming every phase of the journey.
Take mobile technology, for example. Apps now offer travellers everything from augmented reality (AR) city guides to translation tools, allowing seamless communication and exploration.
These tools meet the needs of modern travellers who expect their smartphones to serve as travel companions, planners and interpreters.
But the impact of technology goes beyond convenience. AI is a game changer, enabling hyper-personalised travel experiences.
Picture this: a traveller opens their travel app to find a curated itinerary for their destination – complete with eco-friendly dining options, hidden cultural gems and activities perfectly aligned with their preferences.
This isn’t a far-off vision; it’s happening now. Nearly 35% of travellers are already using AI to discover things to do while travelling, according to Expedia Group.
At the same time, the technology itself influences behaviour. Real-time recommendation apps encourage spontaneity, nudging travellers to try an offbeat coffee shop or attend a nearby festival they didn’t know existed.
Generational Influence: Gen Z Leads the Way
When it comes to driving these changes, Gen Z is in the driver’s seat. McKinsey’s research shows that Gen Z and millennials prioritise travel more than older generations, with Gen Zers dedicating nearly 29% of their income to it – compared to 25% for baby boomers.
This isn’t just about taking more trips; it’s about the type of trips they take.
Younger travellers are far more likely to seek out international adventures, with their top priority being to experience something entirely new. They are also heavily influenced by social media, with an astounding 92% of Gen Z respondents saying their travel decisions are shaped by online content.
But here’s where it gets interesting: these digital natives don’t necessarily trust big influencers. Instead, they’re inspired by micro-influencers: friends, family and everyday travellers whose authentic experiences resonate more deeply than a polished advertisement.
Their expectations for technology are sky-high. They don’t just want apps to show them flight options: they expect seamless, intuitive platforms that integrate the entire travel journey.
They also crave tools that help them document their adventures. Polarsteps, a travel app that tracks journeys and creates sharable maps, is wildly popular among younger generations, who value storytelling as much as the trip itself.
For Gen Z, the blend of technology and authenticity is non-negotiable. They want to book a boutique hotel with one click, but it better come with a recommendation for the best local rooftop bar. And they expect it all to work flawlessly.
The Interconnected Future
Travel is no longer about checking off destinations. It’s about meaningful experiences, supported by technologies that anticipate and enhance those moments.
As Gen Z continues to influence the industry, their demands will ripple outward, prompting innovations that benefit travellers of all ages.
AI tools are set to evolve further, offering even more granular personalisation. In the future, autonomous vehicles could revolutionise in-destination transportation, making trips more accessible and sustainable.
And as younger generations continue to emphasise authenticity and storytelling, destinations and service providers will need to align with these values – or risk being left behind.
For industry stakeholders, the opportunity is clear: embrace these changes, innovate boldly and create the seamless, meaningful and sustainable experiences today’s travellers demand.
The rewards? A new era of travel that not only delights but inspires.
