Global B2B travel tech marketplace HBX Group recently pointed out new trends which are shaping Gen Z’s relationship with personalisation in travel.
The tech firm conducted a landmark study on the travel habits of the younger generation in partnership with consultant professors Dr Recep “Richie” Karaburun and Dr Olena Ciftci from New York University’s Jonathan M. Tisch Center of Hospitality.
Titled Generation Z and the Future of Personalized Travel Experience, this report combines quantitative and qualitative data to analyze how travellers born between 1997 and 2012 understand, value, and expect personalization when traveling.
The research reveals a generation that appreciates personalization when it is transparent, empowering, and authentic.
Unlike previous generations, Gen Z does not want technology to decide for them, but rather to act as a travel partner that accompanies them and respects their values.
According to HBX chief strategy and transformation officer Javier Cabrerizo: “For Gen Z, personalization isn’t about algorithms: it’s about understanding. They want brands that combine technological precision with human authenticity, building relationships based on trust and transparency. These findings confirm our vision that the future of travel will be collaborative, data-driven, and human-centred.”
The children of the digital age
Born in the digital age, members of Generation Z stand out for their diversity, practicality, and strong social awareness.
They grew up with the internet, social media, and smartphones, but also with a keen sense of personal responsibility and collective impact.
When it comes to travel, they seek experiences that are as authentic as they are accessible.
65 percent of respondents travel for leisure and mainly for vacations; meanwhile 28 percent opt to visit family and friends.
In terms of spending, 31 percent allocate between $1,000 and $2,500 per year to travel, while 24 percent spend between $2,500 and $5,000.
One in five respondents spends more than $5,800 annually, showing that travel is a consumption priority for this group.
Personalisation is key
Most young respondents have a positive attitude toward personalized recommendations: 26 percent are “strongly in favour” and 40 percent are “in favour” of content tailored to their interests.
Only a small group expressed discomfort, mainly due to a lack of transparency or excessive promotional messaging.
The most frequently cited reasons for valuing personalization positively include relevance, convenience, and the inspiration provided by tailored suggestions.
Those who were neutral or skeptical cited a desire to maintain control over their decisions and distrust of hidden advertising.
As Cabrerizo puts it: “The data shows that Gen Z doesn’t reject personalization—they reject opacity,” added Cabrerizo. “This generation demands clarity, control, and purpose. Brands that embrace transparency by design will be the ones to earn their long-term trust and loyalty.”
