B2B travel technology marketplace HBX Group has released a white paper on new trends that are shaping Gen Z’s relationship with personalization in travel. The study, conducted in collaboration with consultant professors Recep “Richie” Karaburun and Olena Ciftci from New York University’s Jonathan M. Tisch Center of Hospitality, explores how Gen Z travels. The report, “Generation Z and the Future of Personalized Travel Experience,” combines quantitative and qualitative data to analyze how travelers born between 1997 and 2012 understand, value, and expect personalization when traveling.
The research reveals a generation that appreciates personalization when it is transparent, empowering and authentic. Unlike previous generations, Gen Z does not want technology to decide for them, but rather to act as a travel partner that accompanies them and respects their values.
“For Gen Z, personalization isn’t about algorithms—it’s about understanding. They want brands that combine technological precision with human authenticity, building relationships based on trust and transparency,” Javier Cabrerizo, chief strategy and transformation officer at HBX Group, said in a statement. “These findings confirm our vision that the future of travel will be collaborative, data-driven, and human-centered.”
Travel Habits and Priorities
Gen Z grew up with the internet, social media, and smartphones, but also with a keen sense of personal responsibility and collective impact. When it comes to travel, they seek experiences that are as authentic as they are accessible.
Most respondents travel for leisure (65 percent), mainly for vacations or to visit family and friends (28 percent).
In terms of spending, 31 percent allocate between $1,000 and $2,500 per year to travel, while 24 percent spend between $2,500 and $5,000. One in five respondents spends more than €5,000 annually, showing that travel is a consumption priority for this group.
The report concludes that the line between “useful” and “annoying” personalization is thin, defined by three factors: authenticity, empathy and context. Young travelers respond best to experiences that anticipate their needs, respect their budgets, and connect them with local culture.
For travel brands, this means moving from simple segmentation to meaningful curation: intelligent, flexible, and emotionally resonant experiences. The future of personalization will depend not only on more powerful algorithms, but on how companies make travelers feel understood, empowered, and inspired to explore the world.
Read the full white paper here.