Young travellers in the UK are dramatically changing the pre-flight ritual, choosing vibrant green matcha lattes over traditional pints of beer, according to new data from the nation's largest airport operator.
The Rise of the Wellness-Focused Traveller
Research from the Manchester Airport Group (MAG), which runs Manchester, London Stansted, and East Midlands airports, shows a seismic shift in consumer habits. Sales of matcha across all three airports have skyrocketed by 165% year on year. This move away from the stereotype of a pre-holiday beer signals that Generation Z—those born between 1997 and 2012—prefers a calmer, more health-conscious start to their journeys.
The ancient tea, packed with antioxidants, has found a massive modern audience through social media wellness trends, often promoted by influencers. London Stansted led the surge with an impressive 174% growth, followed by Manchester Airport with a 144% increase. Popular chains like Pret a Manger, Caffè Nero, Itsu, and Krispy Kreme have all contributed to the rising sales figures.
Budget-Savvy Smoothies and AI Travel Agents
This wellness trend extends beyond matcha. MAG reported an even more staggering collective growth of over 650% in smoothie sales year on year. Given that smoothies are typically among the pricier soft drinks, the group suggests that Gen Z travellers are incorporating them into meal deals to manage their budgets cleverly.
The influence of this digitally-native generation is also reshaping how trips are planned. One in four MAG passengers under 25 stated they have used or plan to use artificial intelligence as a virtual travel agent to organise their holidays. This trend is confirmed nationally; the travel association Abta noted in October that the use of AI for travel inspiration has doubled, with 25–34-year-olds being the most likely adopters.
Viral Products and In-Flight Skincare
Gen Z's spending power is also transforming retail offerings within airport terminals. Viral products like the Stanley Cup tumbler, sold at JD Sports, are flying off the shelves. Furthermore, the 'skincare in the sky' trend has led to a remarkable 399% year-on-year increase in face mask sales at Boots and World Duty Free, as young travellers maintain complex moisturising routines at 35,000 feet.
Andrew MacMillan, MAG Chief Strategy Officer, emphasised the impact of these shifting preferences. "This data shows the influence of our younger passengers – Generation Z – who are curating airport experiences strongly influenced by AI and social media," he said. He added that with one in five UK air passengers using MAG airports, they are focused on providing the backdrop for these new trends.
The data also highlights a change in destination choices, with European city breaks now surpassing the classic '18-30s' package holiday favoured by previous generations, underscoring a comprehensive evolution in how young Britons travel.
