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.
