Luxury travel was traditionally reserved for a few people with immense spending power. However, what was initially marked by exclusivity is being pulled closer to the reach of more people. Even an unlikely demographic can travel in luxury: Gen Z.
According to a report by BurdaLuxury and Vero, Gen Z is making a new way to travel in style, called ‘a la carte luxury.’ This approach, which the report defines as a ‘mix-and-match’ travel style, veers away from enjoying exclusive destinations. Instead, it allows young travellers to select experiences they want to splurge on.
The a la carte luxury approach also reveals Gen Z’s preferences, highlighting the experiences and values they prioritise.
In MARKETECH APAC’s exclusive interview with Sireethon “Pond” Auerat, account director at Vero, she dives deeper into Gen Z’s travel priorities and the factors and values behind them. At the same time, she provides a guide for brands to tailor their strategies and reach the demographic.
Selective luxury amongst Gen Z
The link between Gen Z and luxury travel may be surprising at first, but the demographic is gaining more power, not only in their purchasing ability but also in influence. Sireethon explains how they are significantly influencing social discourse. This opens an opportunity for brands to tap into the demographic.
“Their choices shape trends, especially on social platforms. Investing in Gen Z means investing in a generation that not only spends but also inspires and influences others to follow,” Sireethon said.
According to BurdaLuxury and Vero’s report, Gen Z travellers are most likely to splurge on entertainment, wellness, and self-care. They are prioritising leisure and mental health.
“Wellness aligns closely with Gen Z’s core values, particularly their belief in the importance of maintaining a healthy balance between physical and mental well-being,” Sireethon said.
“For this generation, travel is not just an escape—it’s a form of self-care and personal growth, where wellness is seen as essential, not optional,” she added.
How brands can tailor their strategies
Amongst Gen Z’s values is seeking sustainability for a better impact. Going beyond intention, these travellers are actively looking for ways to travel while minimising their harm to the environment.
“This is where businesses have a role to play by offering actionable, meaningful options aligned with these values. Brands can empower Gen Z to become ambassadors of change,” Sireethon said.
Considering Gen Z’s spending choices can provide brands with a guide to offer meaningful experiences for them.
“Brands should position themselves as trusted travel companions—offering relevant, shareable experiences that speak to local culture and personal values. When an experience feels authentic and resonates deeply, Gen Z won’t just engage—they’ll amplify it, as they are looking for Return on Experience,” she said.
These findings reinforce how customer segments such as Gen Z have preferences that are always evolving. To adapt, Sireethon shares how brands’ innovation should be anchored on authentic experiences and meaningful stories.
“These travellers seek culturally rich moments worth sharing, combined with exclusivity that makes them feel special. However, convenience is also key. Brands must ensure their offerings are easily discoverable, well-curated, and seamlessly integrated into digital platforms and social media—helping Gen Z plan and personalise their journeys effortlessly,” she concluded.
Gen Z’s unique a la carte luxury travel style is a call for brands to mirror the demographic’s core value, championing wellness and sustainability while highlighting the importance of leisure. Prioritising customers’ personal growth also means growth for brands, engaging the influential demographic by powering meaningful journeys.
