Let’s Talk the Gen Z Traveller!

With US travel and tourism spending rising last year and looking to surpass pre-pandemic levels by 11.3%, it’s an excellent time to target different audiences, especially those looking for more meaningful experiences.

One group you may consider trying to attract and engage with are the Gen Z’s – the generation born between 1997 and early 2012 – a highly adaptable age group.

Different generations approach travel differently – especially incoming younger generations. They’ve got varying priorities, values, and overall outlook on what they want to get from their travels. And it’s the Gen Z traveller that is actively redefining what it means to travel that in turn will affect the economy, businesses, and people across the globe. It’s hard to say with any kind of certainty, but there are some noteworthy trends that are already taking hold.

– Gen Z characteristics: 82% said they trust a company more if it uses images of actual customers, giving them a chance to see a new place through the eyes of locals. Try to promote your venue’s most appealing features and hone in on what sets you apart.

– Gen Z purchasing behaviour: 68% read multiple reviews before making a purchase, so do ensure you’re staying on top of guest feedback.

– Gen Z money habits: Experiences matter! 65% of Gen Z respondents said they would rather take a dream vacation than purchase a new car.

– Gen Z leisure behaviour: And 97% use social media as their primary source of inspiration so make sure you’re on the right channels. Tiktok is becoming the most popular form of social media being used by Gen Z.

Generation Z has big travel plans for 2023. These young travellers prefer solo travel over traveling with friends and appreciate great culture in affordable destinations rather than luxury resorts.

It’s worth noting that Gen Z adventurers are traveling because they may find the next place to expand business. This is a reason that brand-new tourism hubs have begun to arise providing new opportunities. For Gen Z, the journey is just as important as the destination. They value a high-end travel experience where all of their needs are met on a flexible timeline, avoiding the hassles of commercial travel.

A new generation of values-based travel behaviour

With new generations come 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. They’re more concerned with volunteering, eco-tourism, or attractions that partner with local causes than other demographics. Why? One theory is that Gen Z grew up with an awareness of climate change and caring for the planet, so they are likely to focus more on sustainability, ethics, inclusivity, and responsible travel. And 72% said they’re more likely to buy from a company that contributes to social causes.

According to Telus International, Gen Z is more concerned about sustainability than previous generations when it comes to traveling. 56% said they’d want to stay in green or eco-friendly accommodations, and 60% are looking for more environmentally friendly means of transportation once they arrive. 54% of Gen Zers say they’re willing to pay higher rates to use a travel service provider that demonstrates environmental responsibility, compared to 48% of millennials.