Agoda research suggests Gen Z travellers across Asia are taking more frequent, experience-led trips, creating new opportunities for banks, airlines and loyalty providers to integrate travel into their rewards programmes.
Findings from Agoda’s 2026 Travel Outlook report show cultural exploration (32%), outdoor activities (30%) and culinary experiences (28%) are the main motivations for Gen Z travel. The company said loyalty providers can respond by offering destination-specific experiences, exclusive member benefits and bundled travel packages that reflect how younger travellers plan their trips.
Nearly three in four Gen Z travellers (73%) plan to take between one and six trips a year, while 86% prefer stays of one to seven days. Agoda said these shorter, more frequent trips create more opportunities for loyalty programmes to engage members by integrating travel bookings, rewards and personalised offers into their digital platforms.
The research also found sustainability is becoming a greater priority. Agoda’s 2026 Sustainable Travel Survey found 23% of Gen Z travellers choose to travel during off-peak periods to reduce their environmental impact, while 38% seek accommodation with recognised sustainability certifications.
Agoda said these trends present opportunities for airlines to encourage off-peak travel through member fares, while banks and loyalty providers can highlight sustainable accommodation and responsible travel experiences within their rewards programmes.
Damien Pfirsch, chief commercial officer and head of Rocket Travel by Agoda, said: “Gen Z is changing what travel loyalty needs to feel like. They plan around experiences and expect a straightforward path from discovery to booking. The opportunity here is to make travel feel native within the platform’s existing experience, so members can see value clearly, book with confidence and use rewards across the trip.
“Programmes must also be thoughtful about surfacing offers that align with their growing budget and sustainability values. When travel feels like a natural extension of the loyalty experience, partners can increase engagement and build stronger long-term customer relationships.”
