ADAPT TO ATTRACT: THE GEN Z TRAVELLER
Gen-Z travellers are ready to get out in the world, says a survey that Trip Advisor has conducted this year. Gen Z, refers to the demographic cohort born roughly between the mid-1990s and the mid-2000s. The exact boundaries defining Gen Z can vary depending on different sources. It is generally considered to include people born from the late 1990s to the early 2010s.
Gen Z is the successor to the Millennial generation (Generation Y) and is known for growing up in the digital age with widespread internet access and technological advancements, particularly smartphones and social media. Many members of Gen Z have never experienced a world without the internet, making them highly connected and tech-savvy individuals.
As they are still relatively young and coming of age, Gen Z's characteristics and behaviours are still evolving. However, some traits commonly associated with Gen Z include being socially conscious, diverse, entrepreneurial, and having a strong affinity for digital communication and media.
When Trip Advisor asked travellers about their summer plans in a recent survey, 78% said they planned to travel. Unsurprisingly, it’s younger travellers most eager to get out and explore the world.
But the way Gen-Z travellers approach traveling is fundamentally different from previous generations. Here’s what you need to know to attract them to your hospitality business:
1. They’re looking to maximize every experience
For Gen-Z, “experiences over things” is more than just a phrase. With travel, they don’t just want to make memories. The entire experience needs to be curated just so—not so it can be “perfect,” but so that it can maximize every moment.
This is a generation defined by global volatility and uncertainty in recent years, including a global pandemic that stopped travel completely, an emphasis on social justice, and an awareness (and anxiety) over the climate crisis just as they’ve come of age. When it comes to travel, this is a generation very aware that the time to go is now.
Gen Z is clearly looking to make up for lost time. Two-thirds of Gen Zers ranked “travel and seeing the world” as the most important way to spend their money, and they plan to take five trips in the next year, more than Millennials (who say they are planning 4 trips this year) and Boomers (who plan to take 3 trips). And 64% of Gen-Zers plan to spend more on travel this year than last year.
It’s not just “revenge travel” we’ve seen fueling travel demand—93% of respondents to a recent survey plan to travel in the next year—but making up for the kind of formative experiences denied to them, like canceled proms, graduations, and other celebrations.
That’s likely why they’re more likely to book experiences ahead of time. They want to make sure each element of the experience is perfect. Gen-Z travellers, compared to the average, are nearly twice as likely to book an on-trip activity in advance of their trip (42%, vs. the 34% average), and more than twice as likely to book restaurant recommendations (25%, vs. 19% average).
As you look to attract Gen-Z travellers, show them the kind of experience they’re craving. Think about the details that make up your hospitality, from the way guests are greeted when they come in, to the kinds of chairs they can sit in. They want to know it all.
Show the entire experience from start to finish as much as possible so they can imagine themselves relaxing or celebrating with you.
2. They seek out connection with other travellers
While family travel is still popular, they’re also more likely to plan a trip with a group of friends instead. This is where hotels in particular have their work cut out for them. Gen Z is inclined to book group gatherings as opposed to individual hotel rooms. For them, hotels aren’t just a place to crash for the night, but a part of the overall experience. You’ll need to appeal to their sense of community—how they can meet other people, for example, or show off your communal spaces like bars, pools, and event areas.
For example, Hostelworld, an online travel agency that focuses on Gen-Z, facilitates an online chat room with everyone with a booking at a given hostel at the same time, which opens two weeks before the trip, as an example. How do you give guests an opportunity to connect with one another? Whether it’s welcome happy hour, friendly pooltime competitions, or other events, emphasize more than just a place to sleep for the night when you market your hotel.
3. They want a trip that’s aligned with their values
Gen-Z, more than other generations, look for everything they do to line up with their values. They don’t just want to see the world, they want to learn as much as they can, and protect it at all cost. This is a generation that wants to be a part of something bigger.
You can’t pay lip service to sustainability—this is an area that Gen-Z actively seeks out when choosing where to spend their money. This is a group that over-indexes for volunteering and eco-tourism by a whopping 58% compared to other age groups, according to YouGov. This means bringing your eco-friendly policies front and center, such as implementing a zero-waste or compost program, sourcing restaurant ingredients from local farms, and eliminating plastic.
What’s important to note here is that Gen-Z, even more than your average consumer, can sniff out empty marketing language a mile away. If you plan to talk about your sustainable efforts, or make it a pillar of your marketing to attract them, you have to follow through.
4. They’re interested in adventure and wellness
Gen-Zers, compared to other age groups, are much more likely to choose “adventure” as their primary reason for travel. According to YouGov, 50% of people ages 18-24 say they are looking for adventure on their vacations compared with just 30% of people 25 and older. Plus, Gen Z over-indexes by 30% against other age groups in listing adventure as a crucial part of the vacation experience.
When it comes to type of trip, a cultural/sightseeing trip remains the most popular, with 32% of travellers of all ages planning one in the next few months. As you think about your hospitality business, talking about new, local experiences is what’s going to appeal to younger travellers.
Gen-Z also are twice as likely to plan a trip around a wellness experience compared to older generations. This isn’t just a spa trip, though it may include one. “Wellness” has become a catch-all term that refers to any kind of self-care, including exercise, healthy meal choices, and relaxation. It’s all in the details.
5. They care about the wisdom of the crowds
Gen-Z’s idea of “word of mouth” comes directly from social media. Unlike millennials and other age groups, Google searches are not necessarily their first stop to find information on destinations, but rather platforms like TikTok and Instagram.
As digital natives, Gen-Zers actively look for reviews and opinions of travellers like them when it comes to making their decisions. When they do decide to book, they turn to the more than 73 million reviews and opinions on Tripadvisor to guide their decision.
It is clear that Gen-Z travellers are looking for a very different experience than previous generations. Is this a demographic you are interested in attracting to your business? If so, how will you adapt to attract?