Gone are the days of rigid schedules and whirlwind itineraries—this generation is rewriting the travel playbook, prioritizing slow, meaningful experiences over checklist tourism.

The NextGen Thai Travelers 2025 Report, released by C9 Hotelworks in collaboration with Dusit Thani College, reveals how over 600 respondents are redefining travel, making decisions differently, and setting new expectations that the industry must keep up with.

One of the most striking shifts is the rise of slow travel, where relaxation and personal connection take center stage. More than half of respondents said they travel to escape routine, while family bonding remains a top priority.

Rather than rushing between attractions, Gen Z wants immersive experiences, flexible itineraries, and time to truly engage with their surroundings. This shift presents a major opportunity for hospitality brands to rethink their offerings—from customized stays to wellness retreats and hyper-local experiences designed to cater to this evolving demand.

Another defining trend is food-driven travel. For Gen Z, food is no longer just a part of the journey—it’s often the main event. Nearly 70% of respondents spend more on dining while traveling than they do in daily life, turning culinary tourism into a key decision-making factor.

Whether it’s tracking down a viral street food stall or booking a table at a social media-famous restaurant, Gen Z relies heavily on TikTok, Instagram, and YouTube to guide their choices. Traditional food guides are out, digital storytelling is in. Travel brands, restaurants, and hotels that fail to tap into this trend risk missing a massive audience.

Beyond food, technology is redefining travel planning. Forget guidebooks and travel agents—Gen Z turns to AI-powered recommendations, short-form videos, and algorithm-driven itineraries. From booking accommodations to finding hidden gems, AI and social media have become the go-to decision-making tools.

With digital-first engagement shaping every stage of the journey, brands that fail to optimize for AI-driven discovery and mobile-first interactions will struggle to stay relevant.

As Gen Z’s influence on the travel sector grows, one thing is clear—traditional models must evolve. This generation seeks more than just a vacation; they want experiences that align with their values, digital habits, and lifestyle priorities.

Slow, experience-driven travel, digital-first engagement, and effortless convenience are no longer optional; they are the future of hospitality. The brands that adapt will thrive. The ones that don’t will be left behind.

For the full report (PDF) click here