How to reach Gen Z travellers?
Table of Contents
Discover effective strategies to engage and capture the attention of Gen Z travellers. Unlock the secrets of reaching this influential demographic and attract them to your travel business. You know that amazing feeling when you see a new place for the first time and are blown away by its beauty, culture, and vibe? That’s what travel is all about, right?
Well, imagine if you could make every trip feel like that for your customers. That’s the challenge and the opportunity that Generation Z presents to you as a travel agency or a tour guide.
Gen Z is the youngest and most diverse generation of travelers, born between 1997 and 2012. They have different needs, wants, and values than their predecessors, and they are reshaping the travel industry with their digital savvy, social consciousness, and adventurous spirit.
In this article, we will dive deep into the travel segment of Gen Z and reveal what makes them tick, what drives them to travel, and what they expect from you as a service provider.
Ready to discover the secrets of this amazing generation? Let’s go!
Characteristics and preferences of Gen Z travellers
Do you really know what Gen Z travelers want?
This generation of young explorers, born between 1997 and 2012, is unlike any other. They have unique traits and tastes when it comes to travel, and they are changing the game for the travel industry.
To win them over as customers, you need to understand them better. Here are some of the things that make Gen Z travelers stand out:
- They are tech wizards and social butterflies: Gen Z grew up with technology in their hands and uses it for everything. They are always online, connected, and looking for the best deals and experiences. They don’t just book travel online; they live travel online.
Moreover, they share their trips on social media, follow travel influencers, read online reviews, and get local tips from strangers. They expect you to be online too and to offer them fast, easy, and personalized digital services. They also expect you to be social and to engage with them on their favorite platforms and devices. - They are authentic and immersive travelers: Gen Z doesn’t want to be tourists. They want to be travelers. They don’t want to see the same old sights. They want to discover new ones. They don’t want to learn about cultures and histories from books. They want to experience them first-hand. They don’t want to stay in hotels. They want to stay in their homes.
Plus, they are adventurous, curious, and open-minded travelers who seek experiences over possessions. They want to feel like they belong to the places they visit, not like they are outsiders. They want to try new things, such as alternative accommodations, modes of transportation, and types of activities. - They are sustainable and responsible travelers: Gen Z cares about the world and its people and wants to make a difference with their travel choices. They are aware of climate change, human rights, and animal welfare issues and want to support travel brands that care too.
Notably, they are likelier to choose eco-friendly options, such as green hotels, public transportation, or carbon offsetting programs. They are also more likely to volunteer or donate to local causes while traveling or to participate in cultural exchange programs that foster mutual understanding and respect.
Travel motivations and Decision-making
You might have a good idea of what Gen Z travelers are like, but what makes them tick? What drives them to travel, and how do they choose their destinations, accommodations, and activities?
We will uncover some secrets behind Gen Z’s travel motivations and decision-making process. Here are some of the things you need to know:
1. They are hooked on social media and peer recommendations: Gen Z is always online, connected, and looking for the next best thing. They use social media platforms such as Instagram, Snapchat, YouTube, and TikTok to get inspired, informed, and validated by their travel choices. In fact, according to a study by Expedia, 53% of Gen Z travelers said they are influenced by social media when choosing a destination.
Gen Z follows travel influencers, bloggers, vloggers, and celebrities who share their travel stories, tips, and reviews. They also trust their friends and family’s opinions and experiences more than anything else.
2. They are smart shoppers who value affordability and value for money: Gen Z is a budget-conscious generation that knows how to get the most out of their money. They are savvy shoppers who compare prices, look for deals, and use loyalty programs to save money.
They are also flexible and willing to compromise on some aspects of their travel, such as accommodation, transportation, or duration, to fit their budget. However, they are not cheap; they are willing to spend more on experiences that matter to them, such as cultural activities, local food, or adventure sports.
According to a study by Booking.com, 59% of Gen Z travelers said they would rather spend money on experiences than on material things when traveling.
3. They are spontaneous and adaptable travelers who like flexibility in their travel plans: Gen Z is a generation that likes to go with the flow and embrace change. They like to have options and choices when they travel, and they don’t like to be tied down by rigid schedules or packages. They prefer to book their travel components separately rather than as a bundle, and they use mobile apps and websites to make last-minute changes or cancellations.
They also like to have some free time and space to explore independently rather than following a fixed itinerary or a group tour. According to an industry expert, Gen Z nowadays prefers solo traveling over group travel.
Real-world examples of tour experiences
Example: "Adventure and Cultural Immersion in Bali"
This tour is perfect for Gen Z travelers who want to explore new places and learn new things. The tour includes outdoor adventures and cultural encounters to keep them engaged and entertained.
You can raft on the Ayung River, the longest river in Bali, and enjoy the scenic views of the rainforest, rice fields, and waterfalls. You can hike to Mount Batur volcano, one of the most active volcanoes in Indonesia, and witness the sunrise from the summit. You can visit the Tirta Empul water temple, a sacred site where you can purify yourself in the holy springs.
You can also explore the Ubud Monkey Forest, a natural sanctuary where you can meet hundreds of long-tailed macaques. You can also learn about Balinese agriculture, cuisine, art, and history and interact with local communities and causes. For example, you can visit a local farm to learn about traditional farming methods and organic products, such as rice, coffee, spices, and fruits.
And guess what? You can join a cooking class to prepare and enjoy local dishes like chicken satay, gado-gado salad, and banana fritters. You can take a batik workshop to learn about the ancient art of fabric dyeing using wax and colorful dyes. You can also donate to a charity project that supports education for underprivileged children in Bali.
Example: "Eco-Trekking and Wildlife Conservation in Costa Rica"
This tour is ideal for Gen Z travelers who care about the environment and wildlife. The tour focuses on eco-trekking and wildlife conservation initiatives in Costa Rica, one of the most biodiverse countries in the world. The tour has activities that will allow you to experience the natural beauty and diversity of Costa Rica, as well as contribute to its preservation and protection.
You can hike through the cloud forest, a unique ecosystem home to many rare and endemic species of plants and animals. You can zip-line over the canopy, a thrilling adventure giving you a bird’s-eye view of the forest. You can kayak on the lake, a relaxing activity that lets you enjoy the scenery and wildlife.
You can also visit hot springs, a natural spa that will soothe your muscles and mind after hiking.
The tour also engages with local communities and conservation efforts that aim to protect the environment and wildlife of Costa Rica. For example, you can stay in eco-lodges that use renewable energy sources, such as solar panels and hydroelectric power.
You can participate in reforestation projects that plant native trees to restore the forest habitat and combat climate change. You can volunteer at wildlife rescue centers that rehabilitate injured or orphaned animals, such as sloths, monkeys, toucans, and macaws. Using sustainable farming practices, you can also support local cooperatives that produce organic coffee and chocolate.
Marketing strategies to attract Gen Z
Engaging and visually appealing website design
Gen Z travelers are tech-savvy and connected, using websites as one of their main travel planning and booking tools. That’s why you need to have a website that is engaging, visually appealing, fast, easy, and personalized.
Your website should have stunning images and videos showing your tour experiences and highlighting your brand values. It should also have clear and concise content that answers their questions and provides useful information. It should also have features that let them customize their tour options, such as filters, preferences, and reviews.
Active presence on social media platforms
Gen Z travelers are highly influenced by social media and peer recommendations regarding travel. They use social media platforms such as Instagram, TikTok, Snapchat, and YouTube to get inspired, informed, and validated by their travel choices.
That’s why you must have an active presence on these platforms and create content that resonates with them. You should use influencer marketing, user-generated content, and authentic storytelling to engage with this audience and build brand awareness. Use hashtags, captions, and comments to encourage interaction and feedback.
Influencer collaborations and user-generated content
Gen Z travelers trust recommendations from friends, family, and influencers more than any other source. They also value authenticity and transparency in their travel choices. That’s why you need to collaborate with influencers and encourage user-generated content that showcases your tour experiences and highlights your brand values.
You should partner with influencers who share your target audience, values, and vision and who can create engaging and relevant content for your brand. You should encourage user-generated content by asking customers to share their experiences on social media, review sites, or blogs.
Offering personalized and customizable tour options
Gen Z travelers value personalized and customizable tour options that cater to their interests and preferences. They are not interested in typical tourist attractions or cookie-cutter packages. They want to explore off-the-beaten-path destinations, learn about different cultures and histories, and engage with local communities and causes.
They also want options and choices when they travel, and they don’t like being tied down by rigid schedules or packages. That’s why you must offer personalized and customizable tour options that suit their needs and wants. You should offer flexible itineraries and unique experiences that allow them to discover new places and activities.
You should also offer eco-friendly options like green hotels, public transportation, or carbon offsetting programs.
Conclusion
We have come to the end of this article, and we hope you have enjoyed reading it. You have learned everything you need about Gen Z travelers, from who they are and what they want, to some marketing strategies that work well for them.
Gen Z travelers are the future of travel and have a lot of potential for your travel business. They are a huge market you can’t ignore or lose. That’s why you need to understand their needs and wants and offer them the best solutions and services that suit them.
Don’t miss this opportunity to tap into this lucrative market. Start implementing these strategies today and see the results for yourself!
