Gen Zoomers take the road less travelled

Did you know that Gen Z now makes up nearly 40% of global travellers? They’re reshaping the travel industry with a tech-savvy, eco-conscious, and experience-driven approach. And, the travel and hospitality industry is focusing on ways to serve them better.

From upending their existing service benchmarks, introducing bar check-ins, all-day breakfasts, and crafting itineraries fuelled by pop culture, they are willing to take the road less travelled.

For Thomas Cook India and SOTC Travel, Gen Z represents a fast-growing, high-intent travel segment, driven by convenience and experience-led choices, confirms Abraham Alapatt, president and group head for marketing and service quality. Last-minute bookings have grown thanks to Gen Z that looks to maximise long weekends and public holidays. They show a growing preference for self-drive holidays, event-led travel centred around global music festivals, sporting events and cruises.


“Short-haul, easy visa, visa-free destinations that offer spontaneity and ease of travel are seeing strong traction from this cohort,” says Alapatt. For long-haul international travel, they are gravitating towards immersive, experiential and bucket-list journeys. In the hospitality space, companies have looked at launching brands that upend existing ways of serving guests.

Patanjali Keswani, chairman and MD, Lemon Tree Hotels, had told ET previously: “The average age of our guests has dropped by about 10 years, and they have a different lifestyle. They sleep later, get up later. We are thinking about how to better meet those very different expectations.” Enter: early check-ins, late checkouts, and all-day breakfast options. Marriott launched the Moxy brand in India in 2024 to add a quirky and playful side to hospitality—check-ins take place at the bar, where guests are greeted with complimentary cocktails.

Interestingly, companies are also witnessing rising demand for spiritual travel among young Indians, reflecting a move toward more meaningful, culture-led experiences. “Our Pilgrimage Plus and Spiritual Darshans tours are designed to blend spiritual circuits with adventure and local discovery—from white-water rafting in Rishikesh to curated food trails in Varanasi,” Alapatt says.