Gen Zalpha might be AI-natives, but as algorithm fatigue sets in, travel brands that embrace 'Anti-Algo Tripping' will win out.

Gen Z has a love-hate relationship with algorithms. Whilst 75% of their travel inspiration comes from social media platforms (Mintel), they're simultaneously rebelling against the homogenised experiences these same algorithms create.

Dubbed "Anti-Algo Tripping" by Globetrender, this movement sees young travellers actively subverting the curated paths designed for them in favour of serendipity and authentic discovery.

This rebellion is manifesting in real, measurable ways. As reported by Archival, as Zs age up, it's become crystal clear that this is not a passive generation. Now, when algorithms become a little stale - serving up the same viral content again and again - Zs are taking matters into their own hands. By consciously liking, disliking, saving and ignoring the content on their feeds, many Zs are training their algorithms to feed them what they want to see and to get rid of what they don't.

When it comes to travel, the depth of their disillusionment is striking. A staggering 84% of affluent Gen Z and Millennial travellers say "luxury hotels feel beige lately," whilst 83% believe hotels are too focused on being "Instagram-ready" rather than authentic (The Luxury Travel Report 2025 by Preferred Hotels and Resorts). Perhaps most tellingly, 92% can immediately identify when hotels have been designed for mass appeal rather than genuine luxury, and 79% feel modern luxury hotels have "sacrificed soul for standardisation".

Max Stott, a 20-something content marketing manager at private jet company Victor, embodies this generational wariness. He says: "I think you can always kind of tell, even in pictures, if a venue or restaurant has created their space...

To read the full trend, including an interview with the co-founder of Zillennial tour operator Nemo, a case study of how Berlin's BVG is approaching the trend and key data points, subscribe to VOLT. Annual subscribers receive twice monthly trend reports, a library of 200+ reports, plus two 60-minute ideation calls per year with Globetrender's in-house trend strategist.