HBX Group analyses Gen Z travel trends with NYU professors

Found experiences are priority and tech is a partner

HBX Group the leading 

B2B travel technology marketplace, HBX Group, has unveiled new trends that are shaping Gen Z’s relationship with personalisation in travel. The study, conducted in collaboration with consultant professors Dr. Recep “Richie” Karaburun and Dr. Olena Ciftci from New York University’s Jonathan M. Tisch Centre of Hospitality, explores how Gen Z travels. The report, titled “Generation Z and the Future of Personalized Travel Experience,” combines quantitative and qualitative data to analyse how travellers born between 1997 and 2012 understand, value, and expect personalisation when travelling. 

The research reveals a generation that appreciates personalisation 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, personalisation isn’t about algorithms - it’s about understanding," said Javier Cabrerizo, chief strategy and transformation officer at HBX Group. 

"They want brands that combine technological precision with human authenticity, building relationships based on trust and transparency. These findings confirm our vision that the future of travel will be collaborative, data-driven, and human-centred.” 

Collectivity, the combined team found that when it comes to travel, Gen Z seek experiences that are "as authentic as they are accessible". 

More than half of respondents travel for leisure (65%), mainly for holidays or to visit family and friends (28%). 

31% allocate between $1,000 (£750) and $2,500 (£1,900) per year to travel, while 24% spend between $2,000 (£1,900) and $5,000 (£3,700), while One in five respondents spends more than $5,000 (£3,700) annually, showing that travel is a consumption priority for this group.

Most young respondents have a positive attitude towards personalised recommendations: 26% are “strongly in favour” and 40% are “in favour” of content tailored to their interests. Only a small group expressed discomfort, mainly due to a lack of transparency or excessive promotional messaging.

The most frequently cited reasons for valuing personalisation positively include relevance, convenience, and the inspiration provided by tailored suggestions. Those who were neutral or sceptical cited a desire to maintain control over their decisions and distrust of hidden advertising. 

“The data shows that Gen Z doesn’t reject personalisation - they reject opacity,” added Cabrerizo. 

“This generation demands clarity, control, and purpose. Brands that embrace transparency by design will be the ones to earn their long-term trust and loyalty.” 

The report outlined the most and least effective forms of personalisation for young travellers. 

Recommendations for restaurants and local activities (75%) top the list, followed by personalised hotel and flight offers (64%) and smart itineraries based on interests (45%).

On the other hand, generic promotional messages and “exclusive” emails that feel impersonal are widely disliked (55%), as are ads that follow them on social media or intrusive pop-ups. For Gen Z, relevance and tone matter more than reach: the best personalisation feels curated, not commercial. 

In open responses, participants described the best examples of personalisation as moments of genuine connection — from social media content reflecting recent interests to local recommendations from residents. What they value most is the human touch and cultural authenticity.

The report concluded that the line between “useful” and “annoying” personalisation is thin, defined by three factors: authenticity, empathy, and context. 

Young travellers 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 personalisation will depend not only on more powerful algorithms, but on how companies make travellers feel understood, empowered, and inspired to explore the world.