Gen-Z: the generation changing tourism
Today I am going to talk about Generation Z touristic habits, also called Centennial Generation, they’re known for being the first generation of digital natives and grow as one of the largest consumer markets globally every day, according to the study “New Kids on the Block. Millennials & Centennials Primer” from the America Merrill Lynch Bank.
These young people born between 1997 and 2010 represent more than 35% of the world’s population which is why (according to the same study) they are avidly persecuted by brands, the media, politicians, etc. and will become the largest consumers in the United States and Europe in the next five years.
According to data from the National Institute of Statistics and Geography (INEGI), more than 32 million (around 24.7% of the population) of children and young people between the ages of 8 and 23 represent this generation In México.
I read about the study “The State of Travel 2022” a few days ago carried out by the American car-sharing company Avail, which looked into the behavior of travel consumers (after two years of the pandemic) by generation (Baby Boomers, Gen- X, Millennials and Gen-Z), and how its restrictions have affected their desire to travel. The results frankly surprised me, because the study shows that it is precisely the “gen-zers”, who are leading the return of travel planning and spending in 2022, with 72%; followed by Millennials (68%), Gen-X (60%) and finally Baby Boomers (51%).
The study shows, over and over that the habits of centennials are based on the use of technology, mobile devices and apps. Just like their entertainment activities, travel is strongly linked to this same digital trend, for them is essential “always be connected”; they are not interested in showing themselves other than in social networks. Before traveling and with help from different apps and platforms they thoroughly know the available offer of destinations, accommodation, transport and activities to choose from. Digitization of services within the tourism sector is common now in order to be able to connect with them.
However, not everything is technology; since one of the main features of this generation is the fact that they are more interested and concerned about social causes and the environment, following the trends of sustainable, cultural and adventure tourism. On the other hand, being still very young, they focus on exploring their own country.
In Mexico, for example, the “gen-zers” make short road trips, searching for new places where they can learn about other cultures and customs, like the so-called “pueblos mágicos” (magical towns), helping to strengthen national tourism, which represents a good opportunity for tourist destinations.
Based on this facts, companies and businesses are already designing strategies to attract these young people, adjusting their offer to the demands for not only better technology, security and online privacy, but also for better personalized experiences. The future belongs to them, definitively.
What do you think about this? I’ll be reading your comments.