Lonely Planet has guided generations of travelers with its trusted recommendations and global insights. But with changing travel behaviors and values, there's a need to realign with a new audience: Gen Z. These young backpackers prioritize sustainability, community, and conscious consumption. Yet, many struggle with planning, often leading to unnecessary purchases and overconsumption. They seek ways to stretch their budget by reusing and sharing items while staying true to their values. The goal is to understand and support Gen Z’s desire for meaningful, budget-friendly, and eco-conscious travel.