What Makes Gen Z Travellers Different from their Predecessors?
Research & Development Manager, European Travel Commission
Members of Generation Z are often described as highly adaptable, smart and tolerant. They are hyper-connected and grew-up with challenges relating to environmental sustainability, terrorism, etc. Their different lifestyles, motivations and habits make them a segment difficult to generalise, but also a segment that will pave the way for innovation and responsible tourism. Generation Z travellers are still discovering and solidifying their consumption preferences, and this presents a tremendous opportunity for the travel industry to get to know them now and gain a better vision of how tourism demand could evolve in the near future. During this session, we will be looking at some of the most distinguishing features of Gen Z travellers and try to understand how they can be used for the development of tourism products and services with the aim of attracting the attention of travellers from this segment.
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Full Report - ETC Research on Gen Z Travellers
This research investigates the travel preferences and behaviour of Generation Z travellers from four markets – China, Germany, UK and US. The study delves into their motivations, aspirations and views, and translates those into future-oriented travel market intelligence. In addition, the report offers a list of 12 trends, which illustrate what Europe’s tourism sector could expect to see in terms of both supply and demand, in the coming 10-15 years as Gen Zers grow and become the primary decision-makers in travel. Besides the report, I am also happy to share with you an infographic with summary of results - https://etc-corporate.org/reports/generation-z-travellers-infographic/.
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