By Emmanuel Mounier, Secretary General, Global Travel Tech.
Gen Z and Baby Boomers share a love of travel, but the way they plan and experience trips couldn’t be more different. One group scrolls through social media and trusts AI itineraries; the other consults travel agents and dog-ears guidebooks. These behaviours reveal a generational digital divide shaping the future of travel tech. The good news is that the travel market is broad enough to meet everyone’s needs. Rather than forcing travelers onto a single platform, the industry should celebrate choice and offer a variety of means and modes to assist customers at every step of their trips.
Gen Z: Digital Natives
For Gen Z, travel discovery begins on social media and ends on a smartphone. According to recent surveys, almost two-thirds of Gen Z travelers draw inspiration from Instagram and TikTok. Influencers have become de facto travel agents: 61% of travelers aged 18 – 34 have booked a hotel or resort after seeing it featured by someone they follow. It’s no surprise that 90% of Gen Z turns to social platforms to research destinations and accommodations.
These digital natives demand convenience and personalization. More than half of Gen Z make travel purchases via smartphone. Many are experimenting with AI to craft itineraries: over 70 % have used tools like ChatGPT or Claude for travel planning. They’re also early adopters of short-term rentals and unique stays. A significant share of young travelers prefer booking vacation rentals over hotels because they seek authentic experiences and local flavor. Nearly half of Gen Z travelers prefer rentals to hotels, and two-thirds base their destination choices on unique culinary or cultural experiences. They are spontaneous, too: 35 % of Gen Z travelers make their bookings within a month of departure.
Boomers: Tradition with a Touch of Tech
Baby Boomers love travel as much as their children and grandchildren. perhaps even more. Boomers spend the most on travel annually, averaging about $6,600 per year. They also value personal service and reliability. More than half still use travel agents, preferring expert advice and the assurance that someone else is managing the details. Boomers trust familiar brands, often choosing hotels and resorts over vacation rentals. Reliable service, concierge, housekeeping, and organized tours are all part of the allure.
When it comes to technology, Boomers are cautious adopters. They’ll use online booking sites, but many prefer desktop computers to mobile apps. Only about 28 % make travel purchases via smartphone. Emerging tools like AI are being adopted, but at a slower pace; roughly 3 in 10 have used an AI tool to assist with travel booking. They will, however, embrace technology that clearly reduces hassle, such as digital boarding passes, GPS and digital maps, and user-rating platforms.
Different Paths to the Same Goal
Despite their somewhat contrasting behaviors, both generations seek safe, enjoyable, good-value trips. They just navigate through different paths and rely on different variables for their decision-making. Gen Z thrives on user-generated content and peer reviews, while Boomers lean on expert recommendations and trusted brands. Both use reviews, albeit with different frequency and confidence, to vet choices. And both appreciate value: 77 % of travelers across all ages say they seek the best deal when planning a trip. Gen Z uses apps to compare prices; Boomers use agents to find packages. In the end, both groups simply want to find the right deal for them and an enjoyable, hassle-free trip.
Implications for the Industry
The divergent habits of Gen Z and Boomers challenge travel providers to be mindful of the design of their travel platforms and to keep an inclusive customer focus. A one-size-fits- approach will alienate one group or the other. Instead, travel tech companies and tourism boards should embrace a portfolio of solutions:
- Meet travelers where they are. For Gen Z, invest in mobile-first platforms, social media engagement, and AI-enabled personalisation. Showcasing unique experiences and local culture will resonate. For Boomers, maintain phone support and user-friendly websites, and leverage long-trusted channels like travel agents and guidebooks.
- Design for inclusivity. Ensure digital products are intuitive across all ages. For older users, features like larger fonts, straightforward navigation, and optional human assistance can increase adoption. For younger users, flexibility and quick response times are crucial. For older users, having access to all features you get on mobile, also on desktop and browser versions, is key.
- Tailor messaging. Marketing campaigns should reflect generational preferences: social-media influencers and interactive content for Gen Z; email newsletters, brochures, and loyalty programs for Boomers.
Conclusion: A Platform for Everyone
It’s perfectly fine that Gen Z and Boomers use different travel tools. The diversity of preferences doesn’t represent a failure of technology, but rather it’s a sign of a healthy marketplace. There isn’t, and shouldn’t be, one universal travel platform. Instead, there are products and services designed for different needs and comfort levels. As long as travelers have access to reliable, secure, and user-friendly options—whether that means AI-driven apps, curated booking websites, or the steady hand of a trusted travel agent—the entire ecosystem benefits. The industry’s task is to ensure that no traveller is left behind. In a world with more choices than ever, the message is simple: there’s a travel product for everyone out there, and the industry should be mindful of all customers, in all generations, when developing the travel tech of the future.