Gen Z is embracing AI, but doesn’t trust it to book their trips: survey

Contiki says Gen Z travellers are embracing AI for research but will prioritize a human touch when it comes to actually booking a trip.

According to the tour operator’s "Voice of a Generation" survey, which highlights rising trends impacting this demographic’s travel patterns, Gen Z will use AI for inspiration, such as finding local activities (57 per cent) or snagging travel discounts (63 per cent).

However, they are less comfortable handing over full control, with just eight per cent of respondents saying they’d let AI book their entire trip and 82 per cent admitting they hadn’t used AI for any part of their travel planning.

“For travel advisors, these findings highlight a golden opportunity: Gen Z values technology as an enhancement, not a replacement, for personalized, human-guided booking experiences,” said Melissa DaSilva, Interim CEO of TTC Tour Brands, in a statement.

“This generation is reshaping what adventures can and should look like—from embracing destination dupes as alternatives to iconic hotspots to prioritizing experiences that focus on mindfulness and connection. By understanding these values, advisors can tap into Gen Z’s unique approach to travel and create unforgettable journeys tailored to their preferences.”

Other trends shaping the 2025 travel season for Gen Z Canadians, according to Contiki’s survey, include “sober tourism” (making way for adrenaline-pumping adventures and local cultural experiences), “planet-friendly travel” and “alternative adventures” (destination dupes, like Albania instead of Croatia).

To view more trends specific to Canadian Gen Z travellers, click here. 

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