Do you sometimes wish you could look into the future? So do destination and lifestyle brands. Trying to anticipate the changing wants, needs, and habits of a new generation of travel consumers is a crucial challenge. The fresh-faced audience these brands need to reach and win over is Generation Z – individuals born after 1996. For destination brands, understanding Generation Z travel decisions sooner rather than later is in your best interest. Even more so than their older Millennial counterparts, these Zillennials are completely at home in the constantly-connected world of mobile devices. Only the oldest of them can even remember a world before the domination of e-commerce and social media. They have a big influence on family travel decisions. And their purchasing power for trips of their own is only getting stronger. So it’s increasingly vital for marketers and brands to know how to draw these Gen Zers in.
Experience, experience, experience! In a 2017 study, 98% of Generation Z respondents agreed that memorable experiences are the most important thing in life. These digital nomads treasure unscripted, unfiltered ways to explore new places and generate shareable content. Scenery is important, and settings for snapping that once-in-a-lifetime selfie are irresistible. And for the generation that has always been connected, frequent access to wifi is a non-negotiable necessity. When traveling with parents, they like short bursts of family time, in places with lots of great views and exciting activity. When planning their own trips, they look for immersive and authentic experiences like zip lining, local arts and music, sports, or pub crawls.
Any parent traveling with teens and young adults can tell you that they just roll their eyes at “touristy” or “old people” activities. Organized day tours and historical buildings don’t cut it. When given the choice, they often skip the mainstream activities and venues completely. Traditional travel luxuries like airfare upgrades or five-star accommodations don’t really impress Gen Zers either. Nor can they likely afford them. They’re price-conscious when making travel purchases (except for the kind of experiences mentioned above) and take a DIY approach. That means no travel agents and a lot of research.
Online. Of course. The number of web sources used to research a trip in 2018 is a whopping 10, compared to only 3 in 2002. This trend reflects the very definition of Gen Z. They’ve grown up online, so they’ve always viewed travel experiences through a virtual lens. Generation Z relies on visitor ratings, social posts, blogs, and every rave review or horror story that catches their eye. The experiences and endorsements of online influencers like YouTubers, podcasters, and bloggers have a lot more credibility to Gen Zers than those of traditional experts and celebrities do. Still, Gen Zers don’t just believe everything they read or see online; they place the highest value on what friends and family share via social media.
Generation Z is not only the future of the travel market; reaching them today is crucial. They already make or influence a huge portion of travel decisions, and their pull is only getting stronger. Although they’re somewhat jaded and resistant to traditional marketing approaches and incentives, there are reliable ways to bring them to your brand.
You just have to get a relevant message into their feeds in a way that doesn’t seem too forced, and speak with a voice they care about. Avoid sounding self-impressed or stuffy, and make it all about the great experience they will have. Paid search, web page SEO, well-cultivated online reviews, and rich, fresh, curated social content are crucial. Placing ads or branded content with well-chosen influencers can be a low-cost, high-impact option. Even in marketing efforts that primarily target parents, it’s always smart to include exciting, experience-oriented content they can easily share to get kids and young adults psyched up.
And remember: Experience! Gen Z travelers want to be assured that your brand can provide them with a memorable experience, and they want to be so excited that they can start sharing it long before the actual trip.
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