Youngsters from Asia transforming the global travel industry, says Simon-Kucher
A new international survey has revealed that the global travel industry is undergoing a rapid transformation driven by the preferences of the younger generations, particularly those from Asia.
Conducted by global commercial growth and pricing consultancy Simon-Kucher, the latest annual 2026 Travel Trends Study, which is now into its sixth edition, included a recent survey of more than 10,000 regular travellers across ten global markets.
The survey found that Gen Z and Millennials are both travelling the most frequently compared to older generations while also choosing international destinations at the highest rate, fuelling the growth and transformation of the global travel industry.
Compared to around 45 percent of Gen X and Baby Boomers, the number of Gen Z and Millennials who had taken two or more trips of at least five days throughout the year sat closer to 60 percent, while more than half of their trips were to international destinations, a figure which dropped to just one quarter for Boomers and less than half among Gen X, who preferred exploring closer to home.
The study also showed a regional divide, with travellers from Asia far more interested in experiencing new destinations compared to their European counterparts. More than half the respondents from Germany, France and the UK selected a familiar place for their trips, while just 10 percent from China and around a fifth from India chose to go somewhere they had been before.
The desire to experience new cultures among Asians and the younger generation is as such rapidly transforming the global travel industry, with social media now playing a huge role. More than half of those surveyed under the age of 45 indicated they were inspired by online ‘influencers’, a figure which drops to just one fifth among Boomers and only a third for the Gen X bracket.
Here, a massive 70 percent of Indian travellers said they had their interest piqued in particular destinations by social media influencers, along with almost half of all Chinese tourists, compared to just 17 percent of the French. Roughly a third each from China and India were also convinced, ultimately booking their trips based on what they had seen on their social media channels.
While the French respondents said they were practically immune from being swayed by influencers, they were also largely shunning AI tools compared to those from Asia. Some 80 and 70 percent of Chinese and Indian travellers were happy to let AI curate their itineraries and provide inspiration, while less than a quarter of the French were using the emerging technology for their trips.
The problem for the French is that AI tools are being adopted at a much higher rates among younger tourists, who are driving the growth of and rapidly transforming the travel industry. Overall, 40 percent of respondents said they now turn to the technology, with that figure jumping to over 60 percent among the younger age groups, with the industry being urged to meet these needs.
As per Simon-Kucher, travel providers will now need to meet their customers at these new intersections of inspiration and planning to stay ahead – including on social media feeds and AI platforms. They will also need to address the other travel motivations of younger tourists, such as an increased leaning toward wellness and sustainability, the latter which is now an expectation.
“Travel has become more intentional; people are spending more, but they’re also seeking more meaning,” concludes Simon-Kucher partner Rosalind Hunter, a member of the consultancy’s leisure & travel team. “Our insights show that travellers, especially Gen Z and Millennials, are embracing technology to personalise their journeys and drawing inspiration from social media.”
