What Gen Z wants: redefining travel through sustainability and purpose
Words by Liam Aran Barnes | Eco Stay Awards Co-founder
For decades, tourism catered to escape and indulgence. But a new wave of travellers demands more. Gen Z expects their adventures to reflect their values—authenticity, sustainability, and a sense of purpose.
At the recent GSTC Conference in Singapore, industry leaders such as Adeline Phua, Siew Kim Beh, and Charlotte Piffard explored how the tourism industry is adapting to this generational shift.
Their efforts highlight how balancing financial imperatives with a deeper commitment to the planet and its people can redefine the future of travel. But can tourism truly meet these expectations, or do economic realities and ingrained habits hold it back?
Rethinking spaces: building sustainable co-living experiences
Adeline Phua, Managing lyf Partner, is shaping the future of accommodation through co-living spaces that put community and sustainability at the centre.
At lyf one-north Singapore, sustainability is built into the operational DNA. From encouraging guests to reduce daily cleaning to offering tokens for community donations, every initiative reinforces the brand’s values.
“Beyond simply offering rooms, we’re creating opportunities for guests to engage with the neighbourhood and contribute to something meaningful,” says Phua.
Key to this approach are lyf’s ambassadors, who act as cultural connectors, facilitating workshops and collaborations with local businesses.
While co-living spaces like lyf align with Gen Z’s values, some question whether such models can scale beyond niche markets. With affordability a key driver for younger travellers, Phua acknowledges the challenge of balancing community engagement with financial viability.
Change through transparency: building trust with younger travellers
For Siew Kim Beh, Chief Financial & Sustainability Officer at Ascott, transparency is critical to building trust with younger travellers.
The Ascott Cares program, aligned with GSTC criteria, has become a cornerstone of the group’s efforts to embed sustainability into every layer of its operations.
“We realised early on that sustainability is about doing good—and then actually proving it. That’s why certification and clear metrics matter,” Beh explains.
More than 90% of Ascott’s Singapore properties are already certified, with plans to scale globally.
Beh also highlights the importance of integrating sustainability into day-to-day decisions.
“We’ve made green building certifications mandatory for renovations and embedded sustainability KPIs across all levels of the organisation. These metrics drive real accountability,” she says.
Yet achieving these goals requires more than policies.
"Getting buy-in from every team member is essential to making these targets work," Beh notes, underscoring the complexity of implementing change across a large organisation.
Read more insights from GSTC2024: The future of sustainable travel: storytelling to build trust and inspire action
Purposeful storytelling: Connecting travellers with meaningful experiences
Charlotte Piffard, head of the EXO Foundation, believes tourism’s power lies in its ability to tell stories that matter.
Through the Travel for Good initiative, EXO Travel categorises its products into three pillars—nature, community, and culture—helping travellers understand the positive impact of their choices.
“Our role is to connect travellers with experiences that go beyond surface-level interactions,” Piffard explains.
“That means ensuring the revenue we generate contributes directly to the communities we work with.” Currently, 38% of EXO’s spending goes to local suppliers, reflecting a deep commitment to grassroots economic impact.
However, transparency and authenticity require long-term investment. “It’s about promoting sustainable options and demonstrating their value and making them part of the traveller’s journey,” she adds.
Generational demands: Overcoming the challenges of sustainable travel
As the tourism sector evolves to meet Gen Z’s expectations, challenges abound.
Greenwashing threatens credibility when sustainable claims lack substance, while the cost of delivering authentic experiences can strain resources. Building trust requires long-term partnerships and meaningful engagement with local communities.
Adeline Phua highlights the complexities of embedding sustainability in urban hospitality while meeting investor expectations.
“Sustainability is integral to capital markets today,” she notes. For lyf, this means integrating eco-friendly operations into the brand ethos while ensuring guests can actively participate in sustainable choices.
Siew Kim Beh underscores the need for organisation-wide commitment.
“Making certifications mandatory was a critical step, but it also required buy-in from every team member to work,” she explains.
Building internal alignment has been crucial to delivering Ascott’s sustainability goals.
Charlotte Piffard focuses on scaling meaningful partnerships.
“Our work ensures that revenue extends beyond leaving a footprint to create a positive impact on the ground,” she says, reflecting EXO Travel’s commitment to community-led solutions and data-backed practices.
Despite the hurdles, critics argue that these initiatives often cater to wealthier travellers, leaving questions about accessibility and inclusivity unanswered. And a 2023 study by Booking.com revealed that while 71% of Gen Z travellers expressed interest in sustainable travel, only 37% were willing to pay a premium for eco-friendly options.
Tuu Takeaway
The push for meaningful travel presents both an opportunity and a challenge for the tourism industry.
Tools like GSTC certifications, data-backed storytelling, and long-term investments in local partnerships are valuable steps toward alignment with Gen Z’s values.
However, systemic change requires deeper commitment, addressing the gap between aspirations and affordability, and fostering inclusivity in sustainability efforts.
Whether these efforts will drive lasting transformation or remain a niche segment of tourism remains to be seen.
As the industry evolves, one thing is clear: the future of travel is being redefined not just by where we go, but by how we choose to get there—and who benefits along the way.