Move over Millennials, there’s a new group of influencers who are shaking up the travel industry: Generation Z. Most experts agree that Gen Zers were born in the mid-1990’s, making the older echelons of this cohort around 23 years old. That’s old enough to purchase their own flight tickets and travel abroad.
Even if their journeys are financed by mom and dad, this tech-savvy group has major buying power. According to the US Chamber of Commerce Foundation, Generation Z heavily influences their families’ travel choices – which totals some $600 billion each year.
Characteristics of Generation Z
Since Gen Zers make up the largest age cohort in our nation’s history, it’s no surprise that marketers are spending big bucks to win their attention, and business. Research shows that this social media-habituated generation, which are largely offspring of Gen Xers – were raised to be self-sufficient independent thinkers.
Unlike Millennials, who can still remember when smart phones were a novelty, Gen Xers grew up with the iPhone. The Internet, social media and technology are an integral part of this generation, which has been bitten hard by the travel bug. Generation Z not only has discretionary money to spend on travel, they are hard-wired to do online research to find the highest-rated, most unique experiences.
According to a senior director at Expedia Media Solutions, Gen Zers are more likely than their older cohorts to travel internationally. They are also more likely to seek out “homestays,” rural tourism offerings and more authentic travel experiences.
5 Ways Gen Zers are Influencing Travel
- Take an active role in researching and planning family trips
- Influence their peers’ travel decisions via online reviews, social media platforms and word of mouth
- Prefer unusual destinations
- Are more open to “alternative” accommodations
- Looking for travel experiences they can share on Instagram and other social outlets
Because Gen Zers are so attuned to sharing videos, pictures and commentary online, their travel destinations and chosen activities tend to be those that are highly Instagramable. Like ziplining over a rainforest canopy at 50 mph or sharing GoPro footage of themselves swimming with dolphins.
This year’s top family destinations
Virtuoso, a luxury travel agency network, conducted a survey on recent travel trends, finding that Gen Zers are playing a big role in how families plan their yearly vacations. Their analysis shows that beach resort stays and eco-adventure destinations remain popular, especially in regards to multi-generational vacations. Warm-weather locales like Mexico, Hawaii and Costa Rica beckon families in search of authentic culture, adventure and a diverse range of outdoor activities.
Gen Zers are also influencing choice of vacation accommodations. Since they tend to crave environments that foster social connection, vacation homes have overtaken traditional hotel stays.
Vacation rentals in coastal Mexico
Reach out to Sea Side Mexico to learn more about our exceptional vacation homes, villas, condos and properties in the country’s most stunning locales. From La Paz and Cancun to the Riviera Nayarit, you won’t find a better selection or price points!
Additional Resources on Generation Z Travel Trends:
- Travel Agent Central, Virtuoso: Gen Z to Drive Luxury Family Travel This Summer https://www.travelagentcentral.com/running-your-business/virtuoso-gen-z-to-drive-luxury-family-travel-summer
- Travel Weekly, They’re not millennials: Targeting Generation Z http://www.travelweekly.com/Travel-News/Travel-Agent-Issues/Targeting-Generation-Z
