London — HBX Group (HBX.SM), the leading B2B travel technology marketplace, has unveiled new trends that are shaping Gen Z’s relationship with personalization in travel. The study, conducted in collaboration with consultant professors Dr. Recep “Richie” Karaburun and Dr. Olena Ciftci from New York University’s Jonathan M. Tisch Center of Hospitality, explores how Gen Z travels. The report, titled “Generation Z and the Future of Personalized Travel Experience,” combines quantitative and qualitative data to analyze how travelers born between 1997 and 2012 understand, value, and expect personalization when traveling.

The research reveals a generation that appreciates personalization when it is transparent, empowering, and authentic. Unlike previous generations, Gen Z does not want technology to decide for them, but rather to act as a travel partner that accompanies them and respects their values.

For Gen Z, personalization isn’t about algorithms—it’s about understanding. They want brands that combine technological precision with human authenticity, building relationships based on trust and transparency. These findings confirm our vision that the future of travel will be collaborative, data-driven, and human-centered. Javier Cabrerizo, Chief Strategy and Transformation Officer at HBX Group

Travel Habits and Priorities

Born in the digital age, members of Generation Z stand out for their diversity, practicality, and strong social awareness. They grew up with the internet, social media, and smartphones, but also with a keen sense of personal responsibility and collective impact. When it comes to travel, they seek experiences that are as authentic as they are accessible.

Most respondents travel for leisure (65%), mainly for vacations or to visit family and friends (28%).

In terms of spending, 31% allocate between $1,000 and $2,500 per year to travel, while 24% spend between $2,500 and $5,000. One in five respondents spends more than €5,000 annually, showing that travel is a consumption priority for this group.

Annual travel budget— Source: HBX GroupAnnual travel budget— Source: HBX Group
Annual travel budget— Source: HBX Group
Number of trips in the last 12 months— Source: HBX GroupNumber of trips in the last 12 months— Source: HBX Group
Number of trips in the last 12 months— Source: HBX Group

Personalization as Added Value, Not Intrusion

Most young respondents have a positive attitude toward personalized recommendations: 26% are “strongly in favor” and 40% are “in favor” of content tailored to their interests. Only a small group expressed discomfort, mainly due to a lack of transparency or excessive promotional messaging.

— Source: HBX Group— Source: HBX Group
— Source: HBX Group

The most frequently cited reasons for valuing personalization positively include relevance, convenience, and the inspiration provided by tailored suggestions. Those who were neutral or skeptical cited a desire to maintain control over their decisions and distrust of hidden advertising.

The data shows that Gen Z doesn’t reject personalization—they reject opacity, added Cabrerizo. This generation demands clarity, control, and purpose. Brands that embrace transparency by design will be the ones to earn their long-term trust and loyalty.

What Works (and what doesn’t) in Personalization

The report outlines the most and least effective forms of personalization for young travelers. Recommendations for restaurants and local activities (75%) top the list, followed by personalized hotel and flight offers (64%) and smart itineraries based on interests (45%).

— Source: HBX Group— Source: HBX Group
— Source: HBX Group

On the other hand, generic promotional messages and “exclusive” emails that feel impersonal are widely disliked (55%), as are ads that follow them on social media or intrusive pop-ups. For Gen Z, relevance and tone matter more than reach: the best personalization feels curated, not commercial.

In open responses, participants described the best examples of personalization as moments of genuine connection —from social media content reflecting recent interests to local recommendations from residents. What they value most is the human touch and cultural authenticity.

— Source: HBX Group— Source: HBX Group
— Source: HBX Group

Implications: Toward more human personalization

The report concludes that the line between “useful” and “annoying” personalization is thin, defined by three factors: authenticity, empathy, and context. Young travelers respond best to experiences that anticipate their needs, respect their budgets, and connect them with local culture.

For travel brands, this means moving from simple segmentation to meaningful curation: intelligent, flexible, and emotionally resonant experiences. The future of personalization will depend not only on more powerful algorithms, but on how companies make travelers feel understood, empowered, and inspired to explore the world.

About HBX Group

HBX Group is a leading global B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, The Luxurist, Roiback and Civitfun. We offer a network of interconnected travel technology products and services to partners including online marketplaces, tour operators, travel advisors, airlines, loyalty programmes, destinations, and travel suppliers.

Our vision is to simplify the complex and fragmented travel industry through a combination of cloud-based technology solutions, curated data, and a broad portfolio of products designed to maximise revenue. HBX Group is present in more than 170 countries and employs more than 3,500 people worldwide. We are committed to making travel a force for good, creating a positive social and environmental impact.

HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB 00BNXJB679.