Simon-Kucher study finds younger generations are transforming the travel market
The global travel industry is undergoing a rapid transformation driven by the preferences of the younger generations according to a new survey, particularly those from Asia and the Middle East.
Now into its sixth edition, the annual 2026 Travel Trends Study conducted by global commercial growth and pricing consultancy Simon-Kucher canvassed the views of more than 10,000 regular travellers across ten global markets.
The survey found that growth in the travel industry is being fuelled by Gen Z and Millennials, with the younger cohort both travelling the most frequently compared to older generations while also selecting international destinations at the highest rate.
Roughly 60 percent of Gen Z and Millennials have taken two or more trips of at least five days throughout the course of the year, compared to around 45 percent of Gen X and Baby Boomers. Meanwhile, around 55 percent of the trips taken by the younger travellers were international, a figure which dropped to 45 percent among Gen X and just 25 percent for Boomers.
As such, the thirst for travel among the younger generations is rapidly transforming the industry itself. Unsurprisingly, social media is playing an ever-greater role in providing inspiration, with more than half of those under the age of 45 deriving their interest in a particular destination from online influencers. This drops to one third for Gen X and just a fifth of Boomers.
The trend is also particularly prevalent among travellers from Asia and the Middle East, with around two thirds of those from the United Arab Emirates and one half from Saudi Arabia for example having their interest piqued by social media influencers. In turn, one quarter from Saudi Arabia and a fifth from the UAE were ultimately swayed, booking their trips based on social media.
Artificial intelligence tools are also being adopted at a much higher rate among the younger tourists, with over 60 percent of the age group saying they now use the technology to generate their itineraries, against 40 percent of respondents overall. As well as for seeking inspiration, that figure jumps to more than three quarters in Saudi Arabia, and around 65 percent in the UAE.
The turn toward social media and AI and other growing trends, such as a preference for sustainability and interest in ‘wellness’ holidays, as well as functional aspects like less advanced planning, are unlikely to abate anytime soon, with the younger generations also planning to up their travel expenditure in the coming year, more so than for any other lifestyle category.
“Travel has become more intentional,” says Rosalind Hunter, partner at Simon-Kucher. “People are spending more, but they’re also seeking more meaning. Our insights show that travellers, especially Gen Z and Millennials, are embracing technology to personalise their journeys, drawing inspiration from social media, and investing in health and wellness experiences.”
To address these shifts and stay ahead, Simon-Kucher says, travel industry providers will now need to meet their customers at the rapidly growing sources of inspiration and planning; on social media feeds and AI platforms. They will also need to tailor their offerings in line with the motivations of younger travellers, such as to wellness and sustainability, with the latter now simply an expectation.
