Gen Z travellers in Asia are increasingly integrating travel into their lives, prioritising experiences and sustainability, according to Agoda's 2026 Travel Outlook.
The survey indicates that 73% of Gen Z plan to embark on one to six trips annually, driven by cultural exploration (32%), outdoor activities (30%), and culinary discoveries (28%). This shift presents opportunities for banks, airlines, and loyalty platforms to embed travel more seamlessly into their ecosystems.
Damien Pfirsch, Chief Commercial Officer at Agoda, highlighted the evolving nature of travel loyalty, stating, “Gen Z is changing what travel loyalty needs to feel like. They plan around experiences and expect a straightforward path from discovery to booking.” The findings suggest that loyalty programmes should offer integrated travel experiences, allowing members to earn and redeem rewards effortlessly.
Sustainability is also a significant factor, with 38% of Gen Z seeking certified accommodations and 23% opting for off-peak travel to minimise environmental impact. This trend encourages airlines to offer exclusive fares during quieter periods and banks to promote sustainable travel options within their rewards programmes.
Agoda's research underscores the importance of aligning loyalty propositions with Gen Z's values, enhancing engagement and fostering long-term customer relationships. By incorporating Agoda's global inventory into their platforms, partners can offer a seamless travel experience, boosting loyalty engagement and revenue. Rocket Travel by Agoda continues to support such initiatives, exemplified by partnerships with Southwest Airlines and China Airlines
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
