Jamie Lyn Beatty once said, “Jobs fill your pocket, but adventures fill your soul.” Never has a quote been more fitting than for the generation that works and plays hard.
Unsurprisingly, Zoomers wield the most influence, from pop culture to fashion to travel. And, as a cherry on the top, Gen Z is “unprecedentedly rich.” Well, that’s if you take it in context when compared with generations before.
According to Influencer Marketing Hub, Generation Z had $360 billion in disposable income in 2023. Instead of spending that money, they save about a third of it. Hence, the reference to this generation being thrifty consumers.
There is a good reason for their mindful spending. Unlike Boomers and Millennials, Gen Z-ers are more attracted to the allure of experiences instead of physical pursuits. Hopper’s recent report on Gen Z travel mirrored the sentiment and found that 63% of Gen Z made travel purchases in the past 12 months.
In this article, we’ll discuss four travel trends that are currently being influenced by this generation.
Search for authenticity
When researching destinations, Gen Z wants to know they’re visiting places that have real value and authenticity. It’s not just popping into their closest travel agent or booking a popular tour online.
A travel guest post has a lot more influential power in this case. Travel bloggers and guest blog posts are much more appreciated for their honest reviews. They need a first-hand account of a place. Is it overrun with tourists? Are the locals friendly? How much can I get for my dollar?
Travel guest posting sites and travel blogs make their bread and butter from guest blogging, so loyalty is a big deal. Websites publishing solo female travel tips, adventure travel and sustainable travel are some of the most-read blog posts.
Social media videos have a big impact on travel plans as well. A Cisco study cited by Hopper found that video internet traffic increased 15 times in the past five years.
That doesn’t mean they’re fooled by the fake filters and the curated accounts of their favs. Quite the contrary… We’ll get to that later in the article.
Relying on technology
Technology is shaping almost every aspect of our daily lives. The travel sector isn’t any different.
In 2023 the World Economic Forum launched its AI travel assistant, TripGenie. The tool has become widely used, providing convenience and personalized travel itineraries.
Gen Z travelers desire tech-driven solutions with a personalized touch. Trvl Trend echoes the sentiment. It says that the travel industry is in a constant state of growth and change, driven by technology and emerging trends.
Thanks to the evolution of AI technology, how we plan and experience our vacations is set to improve in years to come.
Opting for destination dupes
Remember we spoke earlier about fake filters? Here’s where destination dupes come in.
Destination duping has become quite popular among Gen Z. Fed up with over-tourism and expensive vacations, the trend encourages travelers to seek alternative vacation spots devoid of the crowds and grifters trying to scam a buck out of you.
Lavina Dsouza started destination duping long before the term was coined. She tells the BBC she was searching for places similar to Bruges and ended up in Ghent. When she eventually visited the Unesco World Heritage site, she realized she made the best decision with Ghent.
Lesser-known destinations like Palermo, Taipei and Curaçao are more interesting than their well-known contemporaries, says Expedia’s Melanie Fish. That’s why Expedia created a Travel Dupe list for 2024.
For example, Palawan in the Philippines is a dupe for the Maldives. Turkey’s Bodrum coast trumps St Tropez in France.
Sense of community
Hotels and resorts are out. Experiential lodging and homestays are in. Immersive travel experiences encompass everything, from meeting the locals to accommodation.
Hospitality brands are jumping onto the niche market and offering unique work-live-play concepts, notes Forbes. Offering community-driven environments, this notion feeds into Gen-Z’s craving for experiential travel while living a digital nomad lifestyle.
Fobes suggests hosting local art exhibitions or cooking classes is a great vehicle for cultural exchanges and social interactions. Companies like Airbnb have perfected the practice.
Luxury hotels know the value of the Gen-Z dollar and are attempting to emulate the idea with their take. McKinsey & Company recently reported how luxury hotel chains are creating memorable guest experiences. For them, it’s about embedding a culture of excellence among staff.
Gen-Z’s quest for authenticity has sent many brands back to the drawing board. Traditional travel no longer applies. They want flexibility when making last-minute bookings. They value accessible and unique destinations.
The next time you’re considering a well-deserved vacation, leave the travel arrangements up to those 27 years or younger. Gen Z is growing the global travel destinations sector but also influencing it.
The article Off the beaten track: Four travel trends influenced by Gen Z first appeared in TravelDailyNews International.
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