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For years, the travel industry worried that Gen Z and Millennials would bypass travel advisors altogether. After all, they grew up buying everything online.
Turns out the opposite may be happening.
According to new survey data from Chase Travel, 60 percent of Gen Z and Millennial travelers say they want to use a travel advisor. The findings, first presented at the Forbes Travel Guide Summit in Monaco earlier this year, come from a survey of more than 4,000 travelers aged 18–60.
The reasons are largely practical: access to exclusive deals, help navigating high-demand travel periods and the growing complexity of planning trips. In other words, the very tools that were supposed to replace advisors (apps, OTAs and AI sites) may actually be sending some travelers back to human expertise.
The research was shared by Rachel Skrod, head of luxury lodging programs and partnerships at Chase Travel, alongside colleagues Eliza Stave, VP of Lodging Advisor Engagement & Consortia Relationships; April Murena, VP of Lodging Programs and Partnerships; and Valeriya Novikova, VP of Lodging Programs and Partnerships. Together, they outlined several trends shaping the next generation of luxury travel.
One of the clearest signals from the data is that planning travel has become more complicated.
According to the survey results, 44 percent of travelers say they feel more overwhelmed by planning trips today than in the past. That frustration is already influencing behavior. Among travelers who reported feeling overwhelmed:
As travel becomes more complex — from flight disruptions to navigating peak demand periods — many travelers are increasingly turning to professionals to help manage the details.
“Travel can be complex,” Skrod said. “It’s too much planning for some travelers, especially when they’re dealing with high-demand periods or complicated itineraries. Leaning into travel advisors is really just the way to go.”
Wellness remains one of the fastest-growing segments of luxury travel, though the definition has expanded well beyond traditional spa offerings. According to Chase data:
Chase also reported that wellness-related bookings within The Edit, its luxury hotel program for Chase Sapphire Reserve cardmembers, have grown 230 percent.
Increasingly, travelers are seeking immersive, multi-day programs designed to support broader physical and mental wellbeing—less singular spa treatment, more full mind-body reset.
Underlying many of these trends is a broader shift in how travelers define luxury. Rather than simply visiting a destination, travelers increasingly want memorable moments they can share with friends, family or on social media. It’s less about simply checking off destinations and more about collecting experiences worth talking about later.
As Skrod noted, many travelers today are looking for trips that give them “a story to tell.” That mindset is helping fuel the rise of experience-driven travel.
One example is “gig tripping,” or travel centered around concerts, festivals and major sporting events. According to the survey:
Concert tours (looking at you, Taylor Swift) and major sporting events have already demonstrated their ability to drive hotel demand, boosting both occupancy and room rates in many destinations.
Travel built around natural phenomena is also gaining traction. According to the survey, 87 percent of travelers say they are interested in chasing experiences such as eclipses, whale migrations or the Northern Lights.
Film, television and social media are also playing a growing role in shaping travel decisions. According to the survey data:
Hotels themselves are increasingly becoming part of that cultural narrative. Set-jetting, travel inspired by film and television, continues to influence where people go, with 53 percent of travelers seeking out destinations and properties they’ve seen on screen.
Chase also highlighted continued growth across several luxury travel segments.
Cruise demand remains particularly strong. Chase reported 15 percent growth in cruise bookings across its travel group in 2025, with early signs of continued momentum into 2026.
Luxury rail travel is also on track for a breakout year, as new trains come to market and travelers show growing interest in slowing down and making the journey itself part of the holiday experience.
Vacation home rentals remain popular with younger travelers as well. According to the data, 74 percent of Gen Z and Millennial travelers are willing to book vacation homes, often seeking larger spaces for group or family travel.
Taken together, the findings suggest that luxury travel is becoming more experience-driven—and more complex to plan.
Which may explain why a generation raised on buying everything online is rediscovering the value of travel advisors.
Methodology: The survey was conducted by Chase Travel from Jan. 5–15, 2026 among 4,076 respondents aged 18–60 who identify as travelers and diners. Results carry a margin of error of ±2 percentage points at a 95 percent confidence level.
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