Tech-savvy, socially conscious and unapologetically authentic — that’s Gen Z for you, in a nutshell.
Born roughly between 1997 and 2012, this generation communicates in memes, recycles out of habit and can smell performative marketing a mile away. They’re also the future of travel, and they might be one of travel’s biggest allies, thanks to their core values of authentic experiences and curiosity about other cultures. But it’s not always easy to win them over because they’re as skeptical as they are socially conscious.
If you want to make sure your travel brand is appealing to the next generation of travelers to hit the market, here are some tips.
Include Opportunities for Budget Travelers
Gen Z is no stranger to economic crises; they were raised during an era of rising costs and stagnant wages. But that doesn’t mean they’re foregoing travel — quite the contrary. Much of Gen Z is prioritizing travel experiences before luxury goods or even everyday items, with some studies finding they’d rather cut shopping and dining out if it means they can visit their dream destinations. Because many Gen Z travelers are working with a more limited budget than their older counterparts, it’s important to offer opportunities for them to cut costs within their trips. Some travel planners offer hostel-style lodging to keep costs low or offer roommate-matching to cut down on the single-supplement tour prices. Offering add-ons can also be a great way to provide a luxury option for some travelers without excluding others who are prioritizing economical trips.
Plan Shorter Trips
The oldest Gen Z travelers are just approaching 30 and often lead very busy lives with very busy schedules. Whether they’re already starting families, climbing the corporate ladder, going to school or working service industry jobs, it’s rare for them to be able to take extensive time off. That means tour operators should design trips that last no longer than a week, including travel time, in order to appeal to next generation travelers. This also makes trips less fatiguing and more budget friendly.
Include Optional Evening Fun
Flexibility in an itinerary can be great, and younger travelers will appreciate planned but optional group hangouts after dinner. It relieves the pressure of organizing a night out on their own, but it gives freedom to those who prefer to enjoy downtime alone or who simply want to call it a night early. It’s not “mandatory fun,” just an added social element. Choose some place within walking distance to the hotel for a nightcap or a mocktail. (Sober travel is also a growing movement, especially among Gen Z, so always make sure there are mocktails on the menu.) Gen Z is traveling to make friends, so you might be surprised how many travelers tag along.
Market with Social Media
It should come as no surprise that one of the best places to recruit Gen Z travelers is on social media. But this isn’t just a bonus marketing strategy you should think about if you have time; for younger travelers, social media is validation about your company’s legitimacy. If they stumble upon a travel website and search it on social media and can’t find anything (or arguably worse, your socials haven’t been updated since 2019), they may write off your company as illegitimate or unprofessional. Having polished, clear social media pages with engaging content is the bare minimum for attracting the next generation. Focus on platforms like Instagram and TikTok and include short-form vertical videos as a key component of your social strategy. Add a location tag where possible and use relevant hashtags. Many Gen Z travelers use social media as a search engine, and when they want to book a trip, they’ll look up the destination first. If your videos from past trips pop up, you’ve got a better chance of piquing their interest.
Prove You Care About What They Care About
Gen Z is known for being socially conscious and pragmatic at the same time; broadly speaking, they’re idealists who have taken off their rose-colored glasses. They care about issues deeply, from sustainability to fighting poverty. And for many, when they travel, they’re looking to avoid overtourism while giving back to the destinations they visit. But Gen Z is also pragmatic and aware that everything is not always what it seems. They can spot greenwashing and performative activism from a mile away. They’re likely to vote with their dollars and purchase from businesses whose practices align with their values. That means to appeal to the next generation, you have to show that you care about what they care about — and then show receipts. For instance, if your trips tout opportunities to contribute to the local economy, show photos of your groups having that experience. If you claim to purchase carbon offsets, tell prospective customers how that works and show them a number. Young travelers want to see your values authentically reflected in every aspect of your business.
