Almost half of British Gen Zs intend to spend more on travel products and services in the next 12 months, according to a study by YouGov.
A global survey of 13,375 adults aged between 18 and 24, including 2,026 Britons, found 44% of British Gen Zs plan to spend more on travel in the coming year – the highest percentage across all markets.
In spite of that, one of the greatest obstacles Gen Zs reported was cost, with 37% reporting the price of travel as a hurdle, compared to a global average of 32%.
The survey also found that Gen Zs are more likely to use travel agents than millennials, as 16% of 18- to 24-year-olds reported that recommendations from a travel agent would influence their travel decision, compared to 13% of adults aged 25-40.
Budget airlines and accommodation ranked highly for British Gen Z travellers, with easyJet, Ryanair, Premier Inn and Travelodge all coming in the top 10 for brand consideration.
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Staycations were found to be popular among British Gen Zs, with 41% reporting they intend on taking a domestic holiday within the next year, while just over a third (34%) said they plan on taking an international trip during the next 12 months.
The number-one brand Gen Zs from the UK said they considered when travelling was Airbnb.
YouGov found that social media platforms are the primary methods used by young adults who are planning their holiday.
The report stated: “Data reveals that social media is the primary source accessed among 39% of 18-24-year-olds, and even higher than recommendations from family and friends.
“In particular for marketers, it will be absolutely necessary to understand how to engage with this cohort of travellers. They are social, they want to be entertained and expect personalisation and tailored, unique offerings.”