Gen Z travel trends to look out for
DIFFERENT generations approach travel differently, especially incoming younger generations. They’ve got varying priorities, values, and overall outlooks on what they want to get from their travels.
Gen Zs, the generation born between 1997 and early 2012, are a highly adaptable age group, with the oldest turning 26, and the youngest 11 this year. It’s the Gen Z traveller that is redefining what it means to travel and that, in turn, will affect the economy, businesses and people across the globe.
According to David Shevil, group head of marketing for Premier Hotels & Resorts, the Gen Z travel segment has increased by as much as 30% from previous years, and they’re seeing more Gen Z travellers and guests searching their website for travel deals.
These young travellers prefer solo travel over travelling with friends and appreciate great culture in affordable destinations rather than luxury resorts.
According to the European Travel Commission, young travellers are more likely to discover new destinations, return, and add more value to destinations over time, incorporate technology on their trips and gain personal cultural benefits and contribute to the places that they visit.
So here are three trends to look out
for when it comes to Gen Z travellers. Explore the unexplored
“As immersive explorers, there’s a growing desire from Gen Z to explore the unexplored. They want to know where they can go that hasn’t already been covered,” said Shevil.
He said it’s worth noting that Gen Z adventurers are travelling because they may find the next place to expand their business, and this is a reason that new tourism hubs have begun to arise, providing new opportunities.
If businesses want to gain Gen Z’s attention, they need to work on improving their user experience and prioritise treating them as an individual audience, he advised.
Technology rules
Having been born into a world of 24/7 access to the internet, Gen Z is the most digital-savvy generation, with an intuitive knack for all things tech.
“They’re booking their accommodations, checking flights, and finding amazing deals on travel with the help of technology,” said Shevil.
“If your business is still missing an app or has an unreliable website, you’re losing your Gen Z audience. They’re always using their devices, which means you need to meet them where they are and ensure you’re optimizing everything for mobile.”
A new generation of valuesbased travel behaviour
And finally, when it comes to new values and ideals, Gen Z is no different.
“In fact, value-based decisions are a defining attribute of this generation and one that guides its travel decisions. Gen Z is doing travel differently – it’s not just about the destination, after all – the journey is just as important. And Gen Z is more likely to give back to a community or a purpose,” said Shevil.
He notes that they’re more concerned with volunteering, eco-tourism, or attractions that partner with local causes.