The Travel Advisor Gen Z Trusts More Than Dad (No, Not TikTok)

The younger generation is planning vacations and traveling differently than those who came before them. In fact, Gen Z is redefining travel trends, like taking glowcations, where you come back looking and feeling healthier, and prioritizing wellness on vacation. However, that doesn't mean they're ignoring what came before. According to data from the 2027 Hilton Trends Report, based on a global survey of more than 14,000 travelers, Gen Z is getting advice from a trusted source, and it's not TikTok or A.I. — it's family. Specifically, British Gen Z travelers are going to ask their mom for travel advice ahead of other family members, including dad, according to a breakdown of the U.K. responses. Nearly one in three Gen Zers would turn to their mothers when planning a trip, while 13% would ask their fathers first. Overall, 84% of British travelers say that family is their most trusted source for travel tips, followed by friends and hotel staff.

While we may imagine that younger generations believe they know better than their parents, this trend seems to shed new light on that outdated idea. According to the Hilton report, advice from family is even preferred over inspiration from influencers and A.I. In the global survey results, among travelers who don't have children, 20% say their mother is who they turn to for travel help, compared to just 8% of parents.

This wasn't the only Gen Z-related finding in the Hilton report. According to global responses, the younger generation isn't just going on trips for the experience: They're looking for self-improvement. Gen Zers tend to want to take something home with them beyond pictures and souvenirs. In fact, they're almost twice as likely as boomers to hope to continue a hobby or pursue an interest from their vacation when they arrive back home.

This generation is also looking at travel planning and vacations to help them with other goals. In the U.K. breakdown, 74% of Gen Z travelers say that an upcoming vacation helps them stick to goals. While older generations may have done things like dieting for a few weeks before a vacation to, say, fit into a swimsuit, 32% of Gen Z travelers are continuing their fitness regimen while traveling. Additionally, 74% of Gen Z Brits are willing to take shorter "micro-trips," a higher percentage than other generations. While long vacations may be difficult — whether it's the price or trying to get time off work — shorter ones can give you just as much of a reset, without as much disruption to your daily life.

Another travel trend among Gen Z is going low-tech. Try it yourself by checking out our list of five must-have analog travel items or swapping your phone selfies for an old-school disposable camera.