Now In Korea
Booking.com Report: MZ Generation Sees Travel as Self-Investment
Creatrip Team
2 months ago
Global travel platform Booking.com released an in-depth “MZ Generation Travel Insight Report” analyzing travelers aged roughly 18–44. The report finds MZ (Millennial + Gen Z) travelers remain the most willing to spend on trips despite rising costs, with 53.5% of Korean respondents saying they would not skimp on the best experiences (global average 41.5%). At the same time, Koreans show strong value-conscious behavior: 79% seek optimal options within a budget and 78% use digital apps to compare prices and find discounts. Koreans prefer multiple short trips (45%) and prioritize spending on shopping (45.5%), dining (39.5%), and accommodation (37.5%), a slightly different order than the global pattern. Family and partners are common travel companions, though solo travel interest is growing (29% have recently traveled alone). Main travel motives are rest (48.5%) and mental healing (37%), with experience-focused activities like local food (53%), adventure (35%), and cultural exploration (31.5%) increasing. Safety, good weather, and value-for-money are top destination factors. Booking.com’s Asia Pacific director Laura Houldsworth says MZ travelers view travel as personal growth and emotional recovery, and the report will help tailor experiences to their values.
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