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    13 January 2026

    Leanne Sturrock, HBX Group

    [WHITE PAPER] Generation Z and the Future of Personalised Travel Experience

    A greyscale image of a young, alternative-looking person. They are estimated to be around the age of 20 years old. They are posing with one hand against their head and looking to the sky. This image is to accompany an article by TravelTech provider HBX Group, and a white paper produced by the brand (alongside the NYU) on Generation Z's travel habits.

    Unlock insights into Generation Z’s attitudes towards hyper-personalisation in travel with this exclusive white paper, created in partnership with NYU.


    As the fastest-growing consumer group and future high spenders, understanding Gen Z's travel preferences is essential for travel brands aiming to stay competitive. This report explores how this crucial demographic perceives personalised travel recommendations, their travel habits, and the channels they use or avoid for inspiration.

    Discover key insights to Generation Z's travel habits, including:

    • How Gen Z views personalised travel suggestions across digital platforms
    • Their unique travel behaviours and decision-making processes
    • Strategic recommendations to turn their expectations into actionable strategies

    Download your free copy today and equip your business with the knowledge to effectively engage this influential demographic.