A new generational dynamic is beginning to shape the future of travel. According to Deloitte’s 2026 Travel Industry Outlook, Millennials and Gen Z now account for more than half of all American travelers. Gen Z, in particular, has seen a notable rise in travel demand, increasing from 8% of Americans planning holiday travel in 2024 to 14% in 2025.
This shift is also evident in Houston. Recent visitor research from Longwoods International shows that overnight travelers between the ages of 18 and 45—encompassing both Millennials and Gen Z—represent the largest share of visitors to the city. While Houston already exceeds the national average for this broader age group, the city stands out even more among younger travelers: Gen Z visitors ages 18–24 visit Houston at a rate that is 7% higher than the U.S. norm.
As generational travel trends continue to shift, destinations will need to adapt their strategies to better engage these audiences. For Millennials, travel motivations increasingly center on shared experiences. Deloitte notes that luxury for this generation is often defined by family-oriented and food-driven travel. Houston is well positioned to meet this demand. According to Longwoods, dining out is one of the city’s highest-rated visitor experiences, with 64% of overnight travelers reporting they are very satisfied with Houston’s culinary offerings. Family-friendly attractions are also among the most popular visitor activities, with destinations such as the Houston Zoo drawing strong interest.
For Gen Z travelers, digital influence plays a defining role in trip inspiration and planning. Deloitte reports that short-form social media video is the primary travel research tool for many Gen Z travelers. Among visitors to Houston, social media ranks as the third most-used trip-planning resource—behind recommendations from friends and relatives—according to Longwoods. Notably, the share of Houston visitors who rely on social media for trip planning exceeds the national average by approximately four percentage points.
Together, these trends highlight an important opportunity: Houston’s strong culinary scene, family-friendly attractions and growing digital visibility position the city well to capture the rising influence of Millennial and Gen Z travelers.
Written by Megan Henson
