At just 17, Jasmine Marshall, Gen Z Speaker and Ambassador at the IWTA, represents a generation that is rapidly reshaping the global travel landscape. She shared her refreshing perspective at the TDM Summit Bangkok 2026, held at the Amari Bangkok. Speaking to an audience of seasoned industry professionals, she offered a fresh and candid perspective on how young travellers perceive journeys—not as a series of bookings, but as an extension of their lifestyle. While previous generations viewed travel as an occasional escape, Gen Z sees it as essential, with 74% considering it a non-negotiable part of their lives by 2026.

The ‘Whycation’ Architect: How Gen Z is Re-Engineering Mainstream Travel

Jasmine Marshall highlighted a fundamental shift: Gen Z may not always be the primary spenders yet, but they are the decision-makers, the influencers, and ultimately the “architects” of modern travel experiences. Rather than seeking traditional holidays, they are driven by purpose-led journeys—what she calls ‘Whycations’—where the motivation goes beyond leisure and taps into deeper personal meaning and identity.

The Digital Command Center: Search and Transit

For Gen Z the journey starts months before they pack. they live in a world of ‘social discovery.’ Using TikTok and Instagram as search engines to find the unfiltered reality of a destination.
Post booking phones become the ‘Remote Control’ for their lives. For Gen Z, an airline app isn’t just a boarding pass; it’s their dashboard. She says: “We don’t want to juggle paper passports and plastic cards. 90% of my generation wants a single digital wallet for visas, payments, and IDs. In the Asian market, we’re already seeing the gold standard: Biometrics. We’d rather our face be our passport than have to show a physical document five times before we even reach the gate. To us, biometrics aren’t ‘scary’ or ‘futuristic’—they are the ultimate form of respect for our time.”

The Airport: From Barrier to Ecosystem

Airports, traditionally seen as transitional spaces, are undergoing a transformation in the eyes of Gen Z. Jasmine Marshall challenged the common perception that her generation is diminishing the “human touch” in travel. Instead, she argued that inefficiency—not technology—is the real barrier to meaningful interaction.

She says: “You think we are anti-social. But the reality is that we view a manual check-in counter as an operational failure. Modern airports are becoming high-tech ecosystems where efficiency is the product. When an airport automates the ‘boring stuff’—security, ID checks, and bag drops—they give us back our ‘found time.’ Instead of standing in a 20-minute queue, we are browsing a local pop-up shop or sitting in a quiet wellness zone.”
This shift reframes efficiency as a core component of hospitality rather than its opposite. When friction is removed, it creates space for genuine, high-quality interactions. In this context, the airport evolves into a dynamic ecosystem where technology enhances—not replaces—the human experience.

The ‘Architecture of Feeling’: Designing Experiences That Inspire

As travellerss reach their destination, the physical environment must deliver on the promise set by digital discovery. For Gen Z, design is not just about aesthetics—it is about emotion and immersion. Social media has trained them to look beyond curated visuals, seeking authenticity in how spaces feel and function in real life.

She says: “We want to see how the morning light actually hits the lobby. Or most importantly, we want to see how the furniture frames the view—and whether the layout has that same immersive energy in real life that we saw in a 15-second reel. And this is where the industry has a massive opportunity to move beyond just ‘providing a room’ and start mastering what I call the ‘Architecture of Feeling’.”

She shared a personal experience at Milaidhoo in the Maldives, where the thoughtful design, material choices, and spatial flow created a profound psychological impact. The environment did more than provide comfort—it inspired ambition, creativity, and a desire for a more refined lifestyle.

This level of intentional design transforms spaces into catalysts for personal growth. Whether it is a hotel villa or an airline cabin, environments that are carefully curated can shape how guests think, feel, and even behave during their stay. For Gen Z, these emotional connections are far more valuable than traditional luxury markers.

Hushpitality: Redefining the Human Touch

While technology plays a critical role in shaping seamless experiences, the human element remains essential—but in a redefined form. Marshall coined the term “Hushpitality” to describe the new standard of service: quiet, intuitive, and unobtrusive.

She adds: “In 2026, hospitality is defined by silent excellence. It’s the ability to be attentive but not intrusive, ensuring the guest feels prioritized without feeling watched. We don’t need grand gestures; we need intuition. It’s the team member who remembers your name without it feeling scripted, or the person who anticipates what you need before you even have to ask. It’s a balance of being present but giving us our autonomy. We value the ‘little details’—the handwritten notes and the genuine smiles—over the formal, rigid service of the past.”
Jasmine Marshall emphasised that the industry must move away from using the “human touch” as justification for outdated processes. Human interaction should not be wasted on transactional tasks that can be automated. Instead, it should be elevated to moments of transformation—where staff act as “experience curators and storytellers”, enriching the guest journey in meaningful ways.

The Future is Frictionless, Purposeful, and Personal

Gen Z travellerss have grown up in a world of constant connectivity, giving them a heightened sensitivity to authenticity. They place greater trust in real stories and peer-driven content than in traditional advertising. For brands, this means that storytelling—not selling—is the key to engagement.

She says: “That’s why we look to platforms like Travel Daily Media and yes—that’s a product placement. But it’s the truth: I’m a guest, and I’m telling you that my generation craves depth and we need to be inspired by stories such as these.”

Marshall concluded with a powerful reminder: travel is no longer just about moving people from one place to another. For her generation, it is about self-discovery. Destinations and experiences are valued for their ability to shape identity, inspire ambition, and create lasting memories.

By removing friction, embracing “Hushpitality,” and designing emotionally resonant spaces, the travel industry has the opportunity to play a far greater role than ever before. It is not just about delivering services—it is about influencing perspectives and shaping the worldview of the next generation.

She adds: “We are looking for the places and the people that help us figure out who we are. You aren’t just selling us a flight or a night in a villa; you are the architects of our most important memories. When you strip away the friction, when you lean into ‘Hushpitality,’ and when you design spaces that make us want to listen to jazz and dream bigger—you aren’t just running a business. You are shaping the worldview of the next generation.”

The future travellers, Jasmine Marshall noted, is already present—young, observant, and discerning. She concludes by saying: “We are looking for the brands that understand our world. We are not just your next demographic; we are your next partners in defining what travel looks like for the next fifty years. We are ready to explore. The question is: are you ready to change the way you host us?”