Study: Gen Z Prefers Holidays Over Career Achievement Focus

Vacation gen z illustration (Photo: Freepik/EyeEm)

JAKARTA - Generation Z now shows a new pattern in the way they view life and careers. This was revealed from a recent survey from the Global Hotel Alliance (GHA). This survey is taken from data on the GHA DISCOVERY loyalty program which has more than 34 million members worldwide.

Reporting from the Hotelsmag website on Saturday, December 6, 2025, survey results show 65% of travelers believe travel reflects their identity, and nearly half of Gen Z considers travel experience to be more valuable than successful work. This trend is most visible in German, US, Thai, UAE, and Indian countries.

recreational travel is predicted to be more popular than business travel. Travelers plan 6 private trips and 4 business trips on average.

Nearly half of the travelers hope their vacation increases, while only 12% plan to travel more for work. Gen Z and Millennials are the main drivers of this shift, while the Boomer generation chooses fewer but longer and calming trips.

As many as 62% of travelers prefer to try new destinations than return to places they have visited. For those returning, the goal is to gain more in-depth experience. This desire to explore is most evident in Gen Z as well as travelers from India, the UAE, and China.

Travelers now tend to choose slower travel. About 60% prefer small or rural towns, while 42% want relaxed and flexible travel, and 36% choose a full schedule of activity.

Hotel loyalty is now not just a point or a discount. Room upgrades, early check-ins, and slower check-outs are the most valued benefits. Even 73% of members are willing to buy travel subscriptions to benefit from a sustainable lifestyle.

Technology makes travel easier. As many as 60% of global travelers use AI to plan vacations with the highest Gen Z (79%). Asia remains a favorite destination, led by Japan, China, and Thailand. The main source of travel inspiration is still from friends and family (36%), followed by Instagram and TikTok (34%) in China.

"Pelancong is now wiser and focuses on meaningful experiences. They travel not only for work, but for things that reflect who they are. Loyalty are now about their lifestyle, recognition, and sense of belonging wherever they are." said Kristi Gole, EVP GHA Strategy.