Top 5 Gen Z travel trends in 2022
They may be next-door neighbours to the millennials, but Generation Z approach travel very differently.
Ok, so there are some similarities. Gen Z go big on experiences - even bigger than millennials. They are also suckers for sustainability (like we all should be). But they have some interesting booking tendencies, attitudes to budgeting, and - good news for all you travel agents, tour operators, and hospitality owners - in 2022 they’re the most eager generation to travel again.
Let’s take a look at the latest statistics and research about this generation in relation to the travel industry. But first:
What is Generation Z?
Generation Z are those fresh-faced youths born between 1997 and 2012. In 2022, Gen Z is anyone who is between the ages of 10 and 25. They therefore incorporate a broad range of different interests, from lego to luxury travel (yes, luxury travel! More on that below). Of course, travel marketers will be paying attention to the students and young adults of Gen Z.
Generation Z is the first generation to truly grow up as digital natives. In many cases, they were digitally literate before they were linguistically literate.
Why is it important to target Generation Z in travel marketing?
There are two, very simple reasons why you should be targeting Generation Z for your travel marketing campaigns.
1/3 of the world’s population is a Gen Zer.
Gen Z is the generation most eager to travel again after the pandemic according to Avail, with 72% planning or thinking about splurging on a huge trip in 2022. This is corroborated with Expedia’s research, who claim that nearly 2/3s of Gen Zers are planning on “revenge travel”. I.e., they’re making up for lost time.
Source: ETC
What do Gen Z want from travel?
What has our post-pandemic world taught us about Generation Z’s travel trends? For one thing, it’s taught us that they are definitely not looking for the same things as millennials. And sometimes, their travel preferences may just surprise you.
Gen Z are budget travellers… to a point.
Generation Z have a salad-for-starters, pizza-for-mains attitude to budgeting. What I mean by that, is that they save on the necessities, go big on the experiences.
Gen Zers cut costs as much as possible on flights, because who cares about living out of carry-on luggage for two weeks when you're staying in a luxury hotel? The European Travel Commission (ETC) states that 4-5 Star hotels are popular amongst this age group.
Where their money comes from, who knows. The fact is, when they have it, they spend it well.
Source: ETC
2. Sustainable travel and holiday options are a big plus
Perhaps this point isn't such a grand reveal, but Generation Z are growing up hyper aware of our warming planet. Promoting sustainable policies and eco-activities is the key to their hearts: it makes them feel good. And ultimately, the point of a holiday is to feel good.
They are the demographic that demonstrates the most concern with the importance of choosing an environmentally-friendly travel option, with 56% of Gen Z respondents in a Statista survey saying that Yes, Choosing a sustainable travel option is important. They are followed closely by millennials. The ETC goes even further, to say that the number one Gen Z trend that will drive the future of travel, will be greener travel by sea and land.
Don't miss out on showing off your green credentials or telling them where they can have a great time without impacting the planet.
Source: ETC
3. Gen Zers love unique experiences
We know that the taste for adventure in most people dulls as we age. But Gen Z have a particular enthusiasm for doing the unexpected and creating memories. According to a Contiki report, 86% of 18-35 year olds look for a trip that involves unique experiences, like safaris, off-grid delights, and stargazing. AirBnB also did some research which reveals that nature experiences is the top trending category globally amongst Generation Z.
4. Win points by offering cultural activities and stays
Thing the young don’t want to learn about the past? Well, you’d be very much mistaken.
AirBnB found that History Experiences increased in supply, with Gen Z showing the strongest interest. They also want to live and breath history, too, with over 50,000 bookings in one year being made with homes that feature historic keywords in their title (old, historic, era, WWI, etc).
Out of the top five travel experiences Gen Zers want to sample when they travel in Europe, four of them involve cultural pursuits: trying the local food; learning about urban culture; doing cultural activities; and learning about traditions.
Source: ETC
5. Best way to inspire a Gen Zer to go on your trip?
So how do Gen Z get inspired? Expedia found that six in 10 Gen Z travellers use their smartphone for travel inspiration and research - so digital marketing is key, as well as making sure your website is optimised for smartphones.
We also know that Gen Z are the biggest users of TikTok (around 60%). So if TikTokers are 2x more likely as users on other platforms to recommend a product or service they’ve discovered on TikTok, you can make a pretty good bet that TikTok is the best place to show Generation Z how great, unique, and sustainable your travel offerings are.
Once they’ve found out about you, they’re more likely than not to make their bookings through Online Travel Agencies (OTAs). Gen Z favour OTAs (think Booking.com, Expedia, Kayak, etc) when it comes to booking car rentals, hotels, and flights more than any other platform.
Conclusion
All marketers know that you have to target each demographic individually. Thankfully, we have all the information we need to make sure we’re pitching to the right audience.
As we’ve found, Gen Zers build their holiday dreams from their mobile, so content is key if you want to capture this age group.
With plenty of social media experience (TikTok included), I can help you target Gen Zers and make sure you craft the right messages. Find out more about my services and price list on my website.