Introducing Gen Z
In today’s world, the population is categorised into generations, with Gen Z currently being the second-youngest. They’re born between 1997 and 2012 and the world’s first digital natives. This means they’re the first generation to grow up with the internet as part of their daily life.
Their upbringing influences their behaviour significantly. Gen Z has grown up amidst pandemic lockdowns, intensified social media usage, and increased awareness of climate change. They maintain a strong online presence and prioritise mental health and mindfulness.
Even though the overall appeal of travel is timeless, every generation possesses specific preferences and interests. Gen Zers are an interesting generation as they’re just beginning to travel on their own terms. They’re redefining what it means to travel so it’s time for a new approach!
70% of Gen Z travelers report seeking out experiences that their family and friends have likely not thought of – Forbes
6 trends and characteristics of Gen Z
Understanding Gen Z is key for the future of travel. Because of this, I’ve collected 6 main characteristics and travel trends to help you prepare and respond effectively.
1. TikTok Travel trends
Gen Z relies heavily on social media for travel inspiration. Most of their travel inspiration comes from TikTok and Instagram, created by both influencers and travel businesses. Some Gen Zers are even using AI to receive personalised travel recommendations and combined with TikTok inspiration, they’re uncovering the hidden gems of popular destinations.
What does this mean and how to respond?
Gen Zers are looking for inspiration about destinations to travel to, where to stay, where to eat, what to do and they’re also sensitive for special offers. When you’re targeting Gen Zers, being active on TikTok and Instagram is essential. Create engaging videos showcasing destination you offer, sample itineraries, and special offers.
2. Culture comes first
Unlike earlier generations who’d travel specifically to party, for example join Full Moon parties, Gen Zers prioritise cultural experiences over party scenes. They’re avoiding alcohol to avoid unsafe situations and also feel they can spend their money better elsewhere. Gen Zers are looking for destinations that offer cultural immersion, local experiences and opportunities for self-discovery.
What does this mean and how to respond?
They’re looking for destinations where they can explore local culture, connect with local people and make memories. When targeting Gen Zers, make sure to take this into account in your product development and communication. Don’t focus on local party scenes, but more on the local cultural experiences, self-discovery and mindfulness possibilities.
3. Going solo
More and more Gen Zers are looking to travel on their own, especially women. According to a study of StudentUniverse, 58% of respondents is interested in travelling abroad by themselves. They’re looking for self-discovery, boosting self-confidence, getting out of their comfortzone, and enjoying a sense of freedom. Europe and South-East Asia are popular destinations at the moment.
What does this mean and how to respond?
They’re looking for destinations and experiences that can be explored safely as a solo (female) traveller. When targeting Gen Zers, make sure to highlight destinations that are safe to travel solo, and address this openly. Add self-discovery and ‘getting a sense of freedom’ to your online communication to attract them organically.
Nearly half (48 percent) of Gen Z respondents plan their travel within one month of departure – Priceline Generation Travel Index
4. Train travel
Gen Zers are drawn to alternative modes of transporation, especially trains, when they’re available. It’s a combination of caring about a smaller carbon footprint and the close connection with the country(side). They’re looking for slow-travel, getting to know a country better and having experiences that are not the same as anyone else.
What does this mean and how to respond?
They’re looking for destinations that can be reached by train, even though this might take them longer. When targeting Gen Zers, make sure to offer long-distance train travel and offer alternative modes of transport in your trips. Make sure to highlight the benefits of slow travel.
5. Always connected
Gen Zers spend an average 10,5 hours per day online. This makes them the most digitally connected generation. They’re relying on the internet and specific apps to plan their daily life and their trips. Gen Zers expect convenience, efficiency and automations in their interactions and trip planning.
What does this mean and how to respond?
They’re looking at digital tools and information to plan their trip. Make sure your website is mobile-friendly and maintain active on TikTok and Instagram. Implement automated or very fast customer service process to cater questions and bookings of Gen Zers.
56% of Gen Z travellers will pay more for companies and experiences that “adopt environmentally friendly philosophies and practices” – Virtuoso
6. Sustainable adventures
Gen Z cares about the environment and local population. They looking for travel businesses and experiences that preserve natural and cultural heritage. They’re not only looking for a smaller carbon footprint, but also to contribute and leave a positive impact (for example through volunteering).
What does this mean and how to respond?
They’re looking for travel businesses that care about people and the planet too, so make sure you are communicating this accordingly. Highlighting sustainability is a great strategy to attract younger clients who are looking to reduce their footprint when they travel. When it comes to volunteering, make sure to only engage in ethical volunteering, never involving wildlife or children.
Understanding Gen Z is key for the future of travel
Gen Zers are a very interesting generation and they truly are redefining travel. Attracting them to book with you includes some (digital) preparation and adaptation. They’re focused on responsible travel but combine this with social media, solo travel, self-discovery and cultural experiences.
To remain competitive in today’s market, it’s important you prepare and adapt to Gen Z preferences and travel behaviour. It’s about offering them amazing experiences, respecting their values and embracing their digital focus. Understanding their needs and demands is key for the future of travel!
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