Young travelers: Quality and sustainability are very important!

Young travelers: Quality and sustainability are very important!

More and more young people between the ages of 16 and 35 are deciding to travel together and attach great importance to quality. This is shown by a current study by the Schörghuber Group, which surveyed 2,000 people of this age group living in Germany. The data shows that hotels are the preferred form of accommodation and that the holiday experience is increasingly social in nature, often shared with partners or friends. While many seek relaxation during the holidays, environmental concerns among Generations Y and Z remain, although they reach limits when comfort and quality of experience are compromised.

Vacation travel is viewed as “premium time,” and about half of those surveyed say they live more frugally in everyday life so they can spend more on vacation. Almost 40% are prepared to dig deeper into their pockets for more sustainable travel, primarily out of environmental awareness. But the majority of travelers are not willing to accept any real compromises in terms of comfort, service or amenities. Studies show that over 40% of young travelers are willing to pay more than 100 euros per night for accommodation.

Sustainability and environmental awareness

The study also shows that Generation Z's environmental awareness is shaped by social media, experiences from the corona pandemic and social pressure. These young travelers attach great importance to climate-friendly travel and environmentally friendly local transport. Waste avoidance and sustainable practices in business are also important to them. Responsibility for sustainable tourism is expected from both travelers and providers of tourism services.

A central point for Generation Z is the authenticity and transparency of offers. They are critical of greenwashing and are actively looking for sustainable travel options. Companies that want to respond to the wishes of this generation must establish sustainable practices and create the appropriate framework conditions.

Travel behavior of Generations Y and Z

• Reisen als soziale Erfahrung, häufig mit Partner oder Freunden.
• Wachsende Beliebtheit von Wellnessauszeiten, Fernreisen und längeren Urlauben zu zweit.
• Bildungsreisen werden oft alleine unternommen, um persönliche Weiterentwicklung und Lernen zu fördern.
• Hotels sind die bevorzugte Unterkunft, wobei Sauberkeit, Frühstück und Zimmerservice die wichtigsten Kriterien sind.
• Nur ein Viertel entscheidet sich bewusst für Selbstversorgung.

More and more young travelers are prioritizing individual travel experiences and are willing to spend more for quality and sustainability. Preferences range from adventure travel to sustainable retreats to wellness and health trips. An ever-increasing proportion of them are vegetarian or vegan. This has led to a growing demand for plant-based options in hotels. According to the study, 87% of Gen Z travelers are willing to pay more for sustainable options.

Hotels that respond to the needs of Generation Z, such as the sustainability hotel My Arbor or the eco-aparthotel OLM Nature Escape, offer well-thought-out concepts that combine sustainability and individuality. The importance of digital connectivity and a strong social media presence, especially on platforms like Instagram and TikTok, is undeniable for this generation and contributes significantly to positive perception and loyalty towards certain brands.

In summary, it appears that young travelers integrate a strong awareness of environmental and social issues into their travel decisions. Their behavior not only influences their own vacation planning, but also the expectations of the travel industry as a whole, which is increasingly dependent on sustainability and authenticity.

For more information visit Trip before9 and Fact Tyrol.