Agoda Survey Shows Gen Z Moving Towards Connected Travel Experiences and Embedded Loyalty

Agoda’s latest 2026 Travel Outlook research highlights how Gen Z travelers across Asia are reshaping the travel and loyalty landscape:

Key Travel Motivations
- Cultural exploration: 32%
- Outdoor activities: 30%
- Culinary discoveries: 28%
- Travel is increasingly experience-led, not just destination-driven.

Travel Habits
- 73% plan 1–6 trips annually.
- 86% prefer shorter stays (1–7 days).
- This creates multiple touchpoints for banks, airlines, and loyalty platforms to engage throughout the year.

Sustainability Trends
- 23% travel off-peak to reduce environmental impact.
- 38% seek certified sustainable accommodations.
- Loyalty partners can respond by:
- Highlighting certified properties.
- Offering bonus rewards for sustainable bookings.
- Curating eco-friendly travel collections.

Opportunities for Partners
- Embed travel directly into banking, airline, and loyalty apps.
- Integrate earn and redeem flows seamlessly into booking.
- Personalize offers based on destination preferences and booking history.
- Stimulate demand during off-peak periods with exclusive member fares.

Leadership Insight
Damien Pfirsch, CCO & Head of Rocket Travel by Agoda:
> “Gen Z is changing what travel loyalty needs to feel like… Programs must surface offers that align with their growing budget and sustainability values.”

Strategic Partnerships
- Agoda’s Rocket Travel arm powers partner-branded travel experiences.
- Examples: Southwest Airlines’ Rapid Rewards and China Airlines’ StayMiles.

This shows a clear shift: Gen Z wants travel embedded into everyday digital ecosystems, with loyalty programs evolving from transactional rewards into immersive, experience-driven journeys.