Gen Z Is Redefining Travel Preferences—The Rise of “Quiet Luxury” and Authenticity
Gen Z travelers are moving away from traditional notions of luxury and seeking more meaningful, personalized experiences. According to Assoc. Prof. Dr. Demet Genceli, faculty member at the Department of Tourism Management at Yeditepe University, the new generation’s travel habits are significantly different from those of previous generations.
“Today’s youth associate luxury tourism not with extravagance, but with exclusivity, personalization, authenticity, and experiences that feel emotionally and environmentally aligned,” Dr. Genceli explained. “There’s a growing demand for ‘quiet luxury’ and natural simplicity in tourism.”
In her statement on the occasion of Tourism Week, observed annually from April 15 to 22, Dr. Genceli emphasized that Gen Z—those born between 1997 and 2012—approaches travel differently: “Unlike older generations who prioritize comfort and visible luxury, Gen Z values sustainability, personalization, digital integration, and experience-driven travel.”
“Social Media Plays a Major Role in Gen Z’s Travel Decisions”
Citing recent studies, Dr. Genceli noted that over 80% of young travelers research their destinations through social media before making a decision. “They prefer locations with higher online ratings and actively share their own experiences through digital platforms. Digital engagement and social media visibility are critical drivers behind Gen Z’s travel choices,” she said.
“Businesses That Prioritize Sustainability Attract More Attention”
Gen Z travelers increasingly value experiences that allow them to connect with nature and local communities. “They are drawn to businesses that integrate natural resources into their operations and adopt creative digital approaches,” said Dr. Genceli.
For these travelers, experiencing means creating lasting memories:
“They want to go paragliding, participate in adventure tourism, share a meal with local communities, or take part in a tea harvest. They seek meaningful, immersive activities—such as staying on a farm, going on nature walks, or camping.”
“Economic Contribution Is Just as Important as Environmental Awareness”
Genceli underscored that sustainability is not limited to environmental concerns. “In addition to protecting nature and minimizing carbon emissions, Gen Z cares about the economic and cultural dimensions of sustainability. They want to support local artisans, contribute to local economies, and preserve cultural heritage through their travel choices.”
“Young Travelers Prioritize Highly Rated Destinations”
Genceli advised tourism investors to maintain high customer ratings: “Young travelers do extensive research and are more likely to choose destinations that not only have high ratings but also reflect strong sustainability practices.”
Features such as the exclusive use of cloth bags, sourcing food from local farmers, preparing meals with regional ingredients, or using solar energy stand out in reviews and attract Gen Z travelers.
“Quiet Luxury Is Gaining Global Momentum”
“There’s a growing global trend that originated in the fashion world and is now influencing tourism: quiet luxury,” explained Dr. Genceli. “Rather than seeking the most expensive or extravagant destinations, young people are opting for personalized, authentic retreats that offer a deeper sense of comfort and connection with nature and culture.”
She pointed to emerging destinations in Türkiye such as Bozcaada, Ayvalık, and Kaş as prime examples of quiet luxury. “Today’s youth are increasingly choosing boutique hotels in Bozcaada, family-run guesthouses in Datça, or countryside homes in Kaş over five-star resorts in Antalya.”
“Young people are discovering unique boutique accommodations, eco-friendly resorts, and off-grid camping experiences—many of which remain under the radar of mainstream tourism,” she added.
“Investors Must Think Beyond Profit—They Must Think Impact”
Dr. Genceli concluded with a call to entrepreneurs:
“We see many individuals entering the tourism sector with no real connection to it—seeking only profit. But sustainable success requires purpose-driven entrepreneurship. Investors should work with professional tourism consultants and prioritize projects that align with the interests of younger generations.”
She cited the example of rising investments in Sharm El-Sheikh, where many operators are developing projects in partnership with expert advisors—resulting in destinations that reflect Gen Z values and demands.
“To be successful,” she emphasized, “investments must incorporate local identity, engage with social media, produce original and impactful content, and transparently communicate their sustainability practices across environmental, social, and cultural dimensions.”