Gen Z Travelers Are Choosing Less-Crowded Destinations. Here’s What It Means for Advisors
New Expedia research finds younger travelers are willing to shift travel dates, explore alternative destinations, and embrace off-peak travel to avoid overtourism.
Photo: Nicolo Salinetti / Unsplash
A new Expedia Group study suggests that sustainability is no longer a niche concern among younger travelers—it is increasingly shaping where they go, when they travel, and how they choose destinations.
The research, commissioned by Expedia Group and conducted by Censuswide, surveyed more than 7,000 travelers ages 18 to 44 across seven markets, including the United States, United Kingdom, Canada, Australia, Japan, Brazil, and Norway. The findings point to a generation of travelers that is increasingly aware of overtourism, environmental impact, and the long-term health of the destinations they visit.
According to the study, 76% of respondents said environmental or social issues influenced at least one travel decision in the past year, whether that meant changing destinations, altering travel dates, or selecting different activities. Among Gen Z travelers, that figure rises to 91%.
Perhaps most notable for advisors, younger travelers appear willing to make compromises in exchange for more responsible tourism. Ninety-four percent said they would travel during off-peak periods if it helped reduce crowding and protect local environments, while the same percentage said they would consider less-crowded alternatives that offer similar experiences. More than eight in 10 respondents said they would support measures to limit overcrowding at popular attractions, even if those restrictions affected their own access.
The findings also showed the continued appeal of nature-focused travel. Eighty-six percent of respondents reported taking at least one national park or nature-based trip in the past 12 months, with Gen Z travelers particularly likely to take multiple such trips annually. These travelers are also spending meaningful amounts on those experiences, generating economic benefits for local communities through accommodations, dining, activities, and transportation.
Island destinations stand to benefit as well. The study found that 92% of Gen Z and Millennial travelers consider protecting nature and wildlife important when booking island trips, while 90% prioritize support for local communities and responsible tourism practices.
The research ultimately highlights growing opportunities around shoulder-season travel, secondary destinations, conservation-focused experiences, and properties that clearly communicate their sustainability efforts. As overtourism concerns continue to shape traveler behavior, destinations and suppliers that can balance demand with preservation may be best positioned to capture the loyalty of the next generation of luxury travelers.
