It has long been established that Generation Z does things differently. From work culture and fashion to beauty routines and social norms, those born between 1997 and 2012 have been rewriting the rules across the board. Travel is no exception. Much to the dismay of some older passengers, one airport ritual in particular is quietly losing ground: the pre-flight pint.
Gen Z travellers are increasingly opting for matcha lattes, smoothies, and wellness shots instead, signalling a broader shift in how airports are used. According to data released by Manchester Airports Group (MAG), sales of matcha drinks across its airports have surged by up to 165% year on year after the drink went viral on TikTok as a supposed wellness essential.
Once associated mainly with East Asian tea culture, matcha has become a staple in European capitals over the past decade, increasingly replacing coffee for younger consumers seeking a “cleaner” energy boost.
MAG operates Manchester, London Stansted and East Midlands airports, all of which have seen a sharp rise in demand for matcha-based drinks. Stansted recorded the strongest growth, with a year-on-year increase of 174%, followed by Manchester with 144%.
This trend can be seen across major food and beverage chains operating in UK airport terminals, including Pret A Manger, Caffè Nero, Itsu, Kreme and Pasta Evangelists. Smoothies and so-called ‘gut health shots‘ have also seen significant growth, with MAG reporting respective sales increases of 650% and 102%. Given their high price point, the airport operator estimates that many of these items are purchased as part of bundled meal deals.
Andrew MacMillan, MAG’s Chief Strategy Officer, says, “As consumer trends evolve, so does the travel industry – that’s both in terms of the destinations we work with our airlines to provide and the kind of products people want to consume in terminals.”
He adds that the “data shows the influence of our younger passengers – Generation Z – who are curating airport experiences strongly influenced by AI and social media.”
This influence extends well beyond the drinks Gen Z chooses before boarding. In the UK, one in four travellers under 25 says they have used or plan to use AI tools to organise their trips, from selecting a destination to planning an itinerary. Rather than the traditional party hotspots favoured by previous generations, such as the Canary Islands or Mediterranean resort strips, Gen Z travellers are gravitating towards short city breaks in places like Barcelona, Amsterdam and Dublin.
Social media has also fuelled the rise of so-called “destination dupes”: cheaper, visually appealing alternatives to well-known tourist destinations. Countries such as Albania and Croatia are increasingly being promoted as budget-friendly alternatives to more expensive destinations, a trend that is being amplified by influencers and algorithm-driven platforms. Meanwhile, those with greater financial freedom are more likely to travel long-haul, renting Airbnb accommodation in countries such as Argentina, Brazil, South Korea and Japan.
Health-conscious consumption patterns are reshaping the duty-free shopping experience. MAG reports a 399% year-on-year increase in sales of skincare products, face masks and self-care items, reflecting, analysts say, the priorities of a “self-aware selfie generation.” Viral products such as the reusable Stanley cup have also been selling rapidly, largely driven by online trends rather than traditional advertising.
While the airport pint is not disappearing entirely, sales have continued to rise alongside growing passenger numbers, the ritual does not hold the same appeal for younger travellers, who prefer Pret and Nero to the pub in the morning.
