In a surprising twist, the world’s most digitally native generation is showing signs of resistance to the latest travel tech. While AI promises seamless itineraries, many Gen Z travellers are choosing to keep holiday planning in their own hands.
The Paradox of the Digital Native
Artificial
intelligence is rapidly changing how we live, work, and even how we vacation. Automated trip planners promise to take the stress out of travel, building custom itineraries in seconds. One might assume that Gen Z, a generation that grew up with smartphones and social media, would be the first to embrace these tools. However, recent data paints a more complicated picture. In a surprising turn, many Gen Z travellers are expressing significant skepticism towards AI-powered planning. A September 2026 survey from Squaremouth revealed that Gen Z is the most AI-skeptical generation when it comes to travel. Only 38% of Gen Z respondents agreed that AI was integral to how they travel, a figure significantly lower than for Millennials and Gen X. This hesitation isn't about being anti-technology; instead, it points to a deeper desire for control, authenticity, and the value of the journey itself.
Control is the New Convenience
For many young travellers, the appeal of a holiday lies in the freedom to make it their own. The idea of outsourcing this process to an algorithm can feel like a loss of agency. Reports show that younger travellers value having control over how their plans come together, using digital tools to compare options and make adjustments on the fly. They want the power to pivot, to follow a recommendation from a local, or to spend an extra day somewhere they love—flexibility that a rigid, pre-planned AI itinerary might not accommodate. An Airbnb report noted that 64% of young travellers in India deliberately leave parts of their itineraries unplanned, highlighting a desire for spontaneity. This suggests that for this cohort, the 'convenience' offered by AI can feel restrictive, removing the very sense of adventure they seek.
The Joy of the Planning Process
Beyond control, there is a growing appreciation for the planning process itself. The hours spent scrolling through TikTok for hidden gems, saving locations on Google Maps, and piecing together a unique trip are not seen as a chore but as part of the experience. This digital treasure hunt builds anticipation and allows for a deeper connection to the destination before even leaving home. It’s a creative outlet and a way to ensure the trip reflects personal interests, not a generic algorithm's interpretation of a 'perfect' holiday. Gen Z travellers are known for seeking unique and immersive experiences, from exploring off-the-beaten-path destinations to connecting with local culture. The meticulous, human-led research process is often what uncovers these authentic opportunities that a mainstream AI might overlook.
A Tool, Not a Tour Guide
This is not to say that Gen Z is completely shunning artificial intelligence. The trend is more nuanced. While some reports show high adoption rates for AI tools, the key is in how they are being used. Many young travellers are not handing over the reins entirely. Instead, they use AI as a powerful research assistant—a tool to generate initial ideas, compare flight prices, or get plain language summaries of complex information. One survey found that over 71% of travellers want AI to help them understand what a plan covers, not to make the decision for them. They might ask an AI for a list of vegan restaurants in Lisbon or budget friendly museums in Tokyo, but they reserve the final curation for themselves. This hybrid approach combines the efficiency of AI with the personal touch of manual planning, achieving what many see as the perfect balance.
A Quest for the 'Real' Experience
At its core, this hesitation around AI planners is rooted in a deep seated fear of generic travel. Gen Z is highly skeptical of being marketed to and can spot an inauthentic experience from a mile away. There is a concern that over reliance on AI could lead to a world where everyone is sent to the same 'Instagrammable' spots, creating tourist echo chambers and diluting the thrill of discovery. By retaining control over their itineraries, they are making a statement. They are choosing serendipity over schedules, personal discovery over automated suggestions, and the messy, unpredictable joy of travel over a perfectly optimised but soulless plan. Travel is seen as a non negotiable part of their lives and a key part of their identity, making the authenticity of the experience paramount.
