For many of us, “Gen Z” conjures up your baby brother quoting memes you don’t get or your niece rocking jeans your mom swore would come back into fashion. What you might not realise? Gen Z has quietly grown up. The eldest Zoomers are pushing 28, and even the youngest are booking their first independent trips, which means their influence over family holidays has shifted fast.
This might reframe your next getaway. Your “little cousin” is now an adult with buying power and a TikTok feed full of travel inspiration. And according to global travel reports, our youngest adults are steering family plans in surprising, purposeful ways.
The Rise of the Gen Z Family Influencer
Gen Z aren’t just passengers anymore; they’re the travel planners. Reports from Flight Centre’s Global PR Report (2025) show that over 90% of Gen Z travellers are adjusting how they travel to keep costs under control, most often choosing budget airlines (31%) and budget-style stays (35%) over large resorts.
They’re also the first to embrace smart tech. According to the same survey, 69% of Gen Z travellers would use AI tools to help plan or book their trips.
“We’re seeing younger travellers influence what families do on holiday, and how they plan,” says Antoinette Turner, General Manager at Flight Centre South Africa. “Gen Z are ushering in a new blend of play and practicality that appeals right across the generations.”
What Gen Z Values, And How It Shapes the Itinerary
Across recent reports, a few trends dominate the Gen Z mindset:
- Rest and Recovery: According to Flight Centre’s report, about 80% of Gen Z travellers say they prefer slower, more relaxing travel.
- Sustainability as Standard: Younger travellers are far more open to paying small destination or entry fees to support sustainability and tend to check environmental credentials when booking.
- Smart Spending with a Touch of Luxury: The “lux‑scaping” trend (treating yourself to a spa stay at the start or end of a holiday) is gaining traction, especially among younger adults, as highlighted in Marriott Bonvoy’s 2025 Ticket to Travel Study.
In short, Gen Zers are less interested in “status” travel and more focused on experiences that align with their identity and values.
Families Adapting Around Them
Older relatives are happy to hand over the itinerary spreadsheet, and it’s paying off. Gen Z’s budget-conscious and values-led approach can lead to more balanced, inclusive plans. We’re talking beach days and museum stops in equal measure.
In South Africa, both Flight Centre and Marriott Bonvoy suggests spending time with family and friends remains a top travel priority, and Gen Z are translating that into intentional together-time.
As Turner puts it, “Families increasingly look to their Gen Z relatives for inspiration. They bring a sense of awareness that feels refreshing in group travel decisions.”
Social Connection over Seclusion
Another consistent theme across industry data is that Gen Zers crave social energy. Many still plan to travel during peak seasons when festivals and cultural or sporting events are in full swing. This pairing of connection and curiosity defines much of their travel style.
The Youngest Voice, the Loudest Impact
Letting the youngest pick the itinerary is efficient. Gen Z travellers bring mindful spending and ethical awareness that make every family trip smoother and more meaningful.
They’re proving that being savvy doesn’t mean being stingy, and that holidays can be both responsible and joyous. So, when your Gen Z sibling or nephew starts building the group itinerary, maybe it’s time to hand over the reins. They might just be the best family travel agent you’ve never hired.
