Gen Z has a unique perspective on travel due to the tremendous boost in globalization that has occurred during their lifetime. Their perspective is undoubtedly going to alter the travel industry, especially as this young generation becomes older, more autonomous, and more economically independent.
The way Gen Z adults choose to travel will affect the economy, businesses, and people across the … [+]
But what exactly will those changes look like? And how will it change everything else? It’s hard to say with any kind of certainty, but there are some noteworthy trends that are already taking hold. Considering these three Gen Z habits can give you an idea of how travel is changing and what that means for you.
1. They Prefer Uncharted Territory
Accommodations are a critical aspect of a great vacation, and for many years, options were limited to hotels and motels, both of which were located primarily in areas with a notable tourism industry. While there are hotels off the beaten path, they don’t have nearly as wide a reach as Airbnbs now do.
Gen Z adults are beginning to favor Airbnbs considerably more than they do hotel chains, which means travel destinations will no longer be as limited to main hubs for tourism as they once were. This can also mean that brand-new tourism hubs may begin to arise.
For businesses, new tourism hubs mean new opportunities. Tourism positively affects the economy, as it leads to improved tax revenue and personal income. As new areas are explored, standards of living increase and these destinations see more employment opportunities. It’s worth noting where Gen Z adventurers are traveling because they may find the next place to expand business.
2. They Want a Unique and Elevated Experience
Thanks to the internet, Gen Z can now do a bit of virtual traveling whenever they want. If they’re interested in a certain destination, they can see countless images and videos of people who have traveled there already. Because of this, 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 by an influencer.
Similarly, Gen Z are focusing on the quality of travel more than previous generations. On this growing trend, Set Jet CEO Tom Smith says, “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. They want to start their vacation as soon as they leave for the airport and avoid the hassles of commercial travel.”
To meet those needs, Gen Zers are seeking discounted private jet travel through membership apps, which offer an affordable option for them to get right to their vacation without the need for time-consuming and inconvenient commercial flights.
This behavior hints at what Gen Z finds most important — experience. If businesses want to gain Gen Z’s attention, they need to work on improving their user experience and making it special. To gain these individuals as customers, offer simplified processes. Remember them across devices and platforms, and prioritize treating them as individuals.
3. They Take Advantage of Technology
Much like most other industries, travel has seen some incredibly convenient technology-based innovations in recent years. If there’s an app that makes travel easier, Gen Z is highly likely to make up a large portion of that app’s most frequent users. They’re booking their accommodations, checking flights, and finding amazing deals on travel with the help of technology.
This prioritization of technology should be a hint to other industries to get on board. 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. You should be building your social media presence and creating profiles on a variety of platforms. It’s also important to optimize everything for mobile.
With each generation, travel is shaped in a new way. As Gen Z’s habits and preferences grow in prevalence, so will their impact on travel, and that impact is likely to change business for years to come. If you pay attention now, you may be ahead of the curve.