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The ‘big OE’ has long been a rite of Kiwi passage, but today’s young travellers – Gen ‘MZ’, Gen Z and Millennials aged between 18 to 34 – are redefining the experience with a digital-first approach to how they plan holidays and explore the world, with over a third (33 per cent) stating they would rather lose their passport than their phone while on holiday.
New research from Samsung New Zealand reveals the role phones play for Gen MZs is no longer just about connecting with one another and, in fact, shapes travel decisions. Upon reflection of their last holiday, nearly half (48 per cent) of Kiwi Gen MZs stated that they could not have managed without their phone on their last holiday, nor had the same experience.
The notion of living life ‘for the ‘Gram’ is still alive and well, with nearly a third (30 per cent) of Kiwi Gen MZs having visited a location or planned an activity specifically to get content for social media – and when asked where they find inspiration for their travels, 42 per cent say research on their ‘For You’ page sparks the travel bug.
What’s more, over a third (38 per cent) are conscious of capturing the perfect shot for social media when on holiday with 12 per cent saying they can’t relax until they get the perfect photo. 27 per cent of Gen MZs are so conscious of keeping up appearances on social media, that they would have second thoughts about travelling at all if they couldn’t post about it – and nearly one tenth (8 per cent) would rule out visiting a destination entirely if they couldn’t post about it on social media.
“You often hear young Kiwis say “If you can’t post about it on social media, did it even happen?” and it is so telling when the research matches up, revealing that 76 per cent of Gen MZs mostly use their phones for taking photos and capturing content for social media while on holiday. It really shows how their experiences are often validated through online sharing and an integral part of how they experience the world,” says Samsung New Zealand consumer insights analyst at Samsung New Zealand Ollie Brown.
It appears smartphones are also adopting the role of personal assistants to ease the travel planning process, with the research revealing that nearly half (43 per cent) of Kiwis spend between one to five hours on their smartphone researching their next holiday and a third (31 per cent) would use AI to plan elements of it on their behalf.
“It is interesting to see how phones are being used more like personal assistants for travel planning and travelling. With advanced AI technology and features in new phones like the Samsung Galaxy S25 Series, travellers can research destinations with ease, prepare bespoke itineraries using AI, and even translate foreign languages in real-time,” says Ollie.
The research also reveals:
- Kiwi Gen MZ aren’t partying as they used to with half (48 per cent) ranking travelling for the nightlife/party scene as the least important factor when planning a holiday;
- A combined 66 per cent of Kiwi Gen MZs value the local language and culture of the places they visit with nearly a quarter (20 per cent) saying they learn as much as possible when they travel and nearly half (46 per cent) make the effort to learn the basic phrases to get by;
- Millennials may be the last generation to memorialise their travels via postcard, with 57 per cent preferring sending photos from their phone over traditional postcards;
- Kiwis (Gen MZ and beyond) have listed Japan as the coolest destination to visit in 2025.
“Circle to Search with Google can help you find hidden gems that aren’t typically on the tourist map all at your fingertips,” says Simon.
“Want to order at a restaurant where you don’t speak the local language? Interpreter can fix that by helping you chat with the locals.
“Just when you think it couldn’t get any better, the Samsung Galaxy S25 Series is equipped with a variety of features to streamline Gen MZ travel adventures and is set to become a travel essential.”
