Gen Z travel trends: How HBX Group uses data to shape the future of travel

Gen Z travel trends are fundamentally reshaping the travel and hospitality industry, with implications for distribution, product design, and customer engagement strategies. Speaking at HBX Group’s MarketHub Europe conference in Algarve, Portugal, Chief Strategy Officer Javier Cabrerizo outlined how the company’s vast data capabilities are unlocking unprecedented insight into emerging behaviors—particularly among Gen Z travelers.

HBX Group processes over 6.5 billion travel searches daily, offering a panoramic view of both current booking patterns and future travel intent. Cabrerizo emphasized that it’s not just the volume of data that matters, but the company’s internal expertise in filtering out noise and deriving actionable intelligence. “We can understand not just where people are going,” he explained, “but where they plan to go next.” This real-time view into traveler behavior enables HBX Group to help partners—from hoteliers to travel agencies—optimize offerings based on evolving demand.

Central to this evolution are Gen Z travel trends, which reflect the preferences of the first truly digital-native generation. Unlike previous generations who began with a destination and built experiences around it, Gen Z starts with the experience. For instance, attending an NBA game or exploring local street food may dictate the destination rather than the other way around. According to Cabrerizo, this generation is also characterized by a need for peace of mind, seeking seamless, digital-first services that still offer human support when needed.

HBX Group’s data reveals that Gen Z values personalization over standardization. They’re looking for travel solutions tailored to their lifestyle, interests, and emotional needs. Cabrerizo pointed out that many Gen Z travelers are turning to technology-driven travel agencies for curated journeys, using AI tools and WhatsApp-based services to simplify planning while maintaining flexibility during the trip. This has driven HBX Group to invest in natural language search, allowing users to input preferences such as “I want to see an NBA game, stay in a luxury hotel, and go clubbing,” without ever mentioning a specific destination.

Luxury, too, is being redefined under the lens of Gen Z travel trends. Two out of three Gen Z travelers identify as luxury seekers, but not in the traditional sense. For them, luxury means authenticity, uniqueness, and experience-driven travel—not just high price points. A luxury trip might include spontaneous motorbike rides through Naples or tango classes in Buenos Aires, experiences that are deeply personal and shareable.

Cabrerizo highlighted three critical takeaways for travel professionals looking to align with this generational shift:

1. Prioritize experiences over destinations – Align product offerings with interest-driven travel.

2. Maintain continuous digital connectivity – Support travelers before, during, and after the trip through seamless communication tools.

3. Curate unique, “wow” experiences – Surprise and delight Gen Z with unconventional offerings that stand out in a saturated market.

As Gen Z travel trends continue to evolve, HBX Group’s data-driven approach provides a roadmap for adapting to this next generation of travelers—those who crave spontaneity, authenticity, and high-touch digital experiences. For travel professionals, understanding and acting on these insights will be key to remaining competitive in an increasingly personalized and experience-led market.

The article Gen Z travel trends: How HBX Group uses data to shape the future of travel first appeared in TravelDailyNews International.