HBX Group and NYU unpack Gen Z’s expectations for personalised travel

HBX Group has released new research analysing how Gen Z views personalisation in travel, based on a study conducted with professors from New York University’s Jonathan M Tisch Center of Hospitality.

The B2B travel technology marketplace partnered with consultant professors Dr Recep “Richie” Karaburun and Dr Olena Ciftci to examine how travellers born between 1997 and 2012 understand and value personalised travel experiences. The report, Generation Z and the Future of Personalised Travel Experience, combines quantitative and qualitative insights to assess Gen Z expectations around technology, trust, and authenticity.

The findings suggest that Gen Z welcomes personalisation when it is transparent and empowering but resists technology that removes control or feels overly commercial. Rather than allowing algorithms to make decisions for them, respondents prefer digital tools that act as a supportive travel partner aligned with 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. He added that Gen Z wanted brands that combined “technological precision with human authenticity… based on trust and transparency”.

Travel remains a priority for this cohort. Around 65% of respondents travel primarily for leisure, while 28% travel to visit friends and family. Spending levels are significant, with 31% allocating between US$1,001 and $2,500 per year, 24% spending up to $5,000, and one in five exceeding that figure annually.

Attitudes towards personalisation are largely positive, with 66% either strongly in favour or in favour of tailored recommendations. Resistance is limited and driven mainly by concerns over data opacity and excessive advertising. “The data shows that Gen Z doesn’t reject personalisation – they reject opacity,” Cabrerizo said, noting that this generation “demands clarity, control, and purpose”.

The most valued forms of personalisation include recommendations for restaurants and local activities (75%), personalised hotel and flight offers (64%), and interest-based itineraries (45%). In contrast, generic promotional messages, intrusive ads, and impersonal “exclusive” emails are widely disliked.

The report concluded that successful personalisation for Gen Z depends on authenticity, empathy, and context, with brands needing to shift from broad segmentation to more meaningful, human-centred curation.

Holafly’s Global eSIM & Travel Report 2025–2026 highlights shifting international travel patterns and reveals the destinations that drew the highest volumes of travellers last year.