Accurately grasp the travel trends of Generation Z

We’ve explored how millennials are impacting the travel industry and how businesses can understand this generation’s mindset to seize opportunities.

Now, a new force is rising: Generation Z.

Z, which includes those born between 1997 and 2021, is the youngest group of travelers with disposable income.

Authentic brand content is key

Generation Z grew up in a social media environment and is sensitive to digital content. They are cautious about sponsored content and influencer promotion in marketing and expect to hear real voices.

To attract Generation Z, businesses can leverage or produce authentic user-generated content.

Online travel agents are the first choice

64% of Gen Z say they are “always online” and therefore tend to use online travel agents (OTAs) when planning their trips.

Price is their main concern when booking travel. Gen Z often looks for great deals posted on OTAs and are less brand loyal, making them ideal OTA customers.

Make sure your website is optimized on mobile devices to support this goal.

Backlog of demand

The younger generation has been deeply affected by the pandemic and has missed many important experiences, such as proms and spring breaks, which has deepened their desire to travel and explore.

By providing experiences that are relevant to the activities that Gen Z is missing out on, you can effectively meet their needs.

Sustainability

Sustainability and inclusivity occupy an important position in the minds of Generation Z and directly influence their consumption decisions.

According to a survey released by Masdar, 59% of Generation Z showed real interest in sustainable development. They are more inclined to choose brands that transparently disclose their carbon footprint and environmental protection measures.

Diversity and Inclusion

Not only will Generation Z boycott brands that aren’t sustainable, they’re willing to support brands that can prove they’re sustainable. Expedia data shows that three-quarters of Generation Z Americans seek out companies that value diversity and inclusion.

Authenticity comes into play again here to help you win over Gen Z for your brand.

Gen Z is a global audience, to ensure your communications are effective, consider your target market and their language preferences.

To develop a global strategy, please feel free to contact our team to learn how we can lay the foundation for your business success in various language markets.

◀️：The future of E-Detailing: opportunities and challenges for Arrow Translation

▶️：Strategies for optimizing video content for global markets