Cat Jones, chief executive of the flight-free travel company, said Gen Z travellers were emerging "as a powerful force shaping the future of travel" owing to their demand for low-carbon travel, authentic experiences and innovation.
Gen Z, or Zoomers, are those people born in the mid-to-late 1990s through to the early-2010s; according to Byway, while they consider travel more of a priority than millennials or Generation Alpha, they place a greater emphasis on travelling sustainably.
Citing data from Virtuoso, Byway said more than half of Gen Z travellers were prepared to pay more to travel with a company that offers more environmentally-friendly travel options.
