Gen Z travellers in Asia are increasingly prioritising experiences and sustainability in their travel plans, according to a recent survey by digital travel platform Agoda. The findings indicate a shift towards more frequent, shorter trips, with 73% planning one to six trips annually, and 86% opting for stays of one to seven days. This trend presents new opportunities for banks, airlines, and loyalty platforms to integrate travel more seamlessly into their ecosystems.
The survey, part of Agoda's 2026 Travel Outlook report, highlights that Gen Z's travel motivations are primarily driven by cultural exploration (32%), outdoor activities (30%), and culinary discoveries (28%). To cater to these preferences, partners are encouraged to offer destination-specific experiences, exclusive member benefits, and bundled travel packages. "Gen Z is changing what travel loyalty needs to feel like," said Damien Pfirsch, Chief Commercial Officer at Agoda. He emphasised the importance of making travel a natural extension of loyalty programmes to enhance engagement.
Sustainability is also a significant factor, with 23% of Gen Z travellers choosing off-peak travel to reduce environmental impact, and 38% seeking accommodations with sustainability certifications. This shift allows airlines to promote off-peak travel through exclusive fares and loyalty campaigns, whilst banks can offer sustainable travel options within their rewards programmes.
Agoda's strategic partnerships, such as Rocket Travel by Agoda, enable partners to integrate travel experiences into their digital platforms, enhancing customer engagement and loyalty. By aligning with Gen Z's evolving values, these initiatives aim to foster long-term customer relationships and drive incremental travel revenue
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.
