What’s In And Out For Gen Z Travelers
Gen-Z or Zoomers have entered the travel space and they want a completely different kind of vacation than the Millennial and Boomer generations.
A Gen-Z traveler has grown up with social media most of their lives. So, it’s no surprise that when they want to plan a trip, they turn to outlets like TikTok and Instagram to inspire their next picture-worthy destination.
But what does this mean for travel advisors?
Needless to say, the Gen-Z demographic of travelers is booming. But with 57% of all travel advisors in the United States aged 55 or older, according to the Travel Agency Landscape Study 2023 by Phocuswright Inc. tapping into the Gen Zer’s market may seem a little daunting.
StudentUniverse, a travel booking site for students and young adults, recently released The State of Student Travel in 2024. This compilation of data shows exactly what it is Gen Zers are using their money on when it comes to travel and highlights trends to help travel advisors.
This demographic is a growing age group in the travel sphere, and it’s just getting started. The World Youth, Student & Educational Travel Confederation estimated that student and youth travelers alone number around 370 million globally, have a buying power of over $400 billion and account for a quarter of all international arrivals.
Let’s break down a couple of themes this age group keeps in mind when planning a trip:
Desire to Improve Mental Health
This is the generation that uses their PTO. They know the value that comes with taking mental health days and trips to improve their overall outlook on life. StudentUniverse reports that an overwhelming majority (93%) of young adults agree that travel experiences can positively impact their emotional well-being as travelers return from vacations and trips “feeling less anxious and more optimistic”.
The desire to improve mental health doesn’t necessarily mean a trip to an all-inclusive spa either. Finding connections to other cultures, experiencing daily life in other cities, and being out in nature - these are more aligned with how Gen-Z travelers can reset their mental outlook.
Influenced by Social Media
Instagram and TikTok are driving forces when it comes to inspiring where Gen-Z travelers will venture to next. Forty percent of Gen Zers who participated in StudentUniverse’s The State of Student Travel in 2024 study have booked vacation because of the content the consumed on TikTok and 70% are planning to use TikTok as a trip planning tool.
Social Media has brought to light lesser-known areas of the world, highlighted trendy spots within big-name destinations and even created new travel trends.
Sustainability and the Softening of Their Carbon Footprint
The desire to wander the world is often paired with the thought of sustainability and ecotourism for many Gen Z travelers. Fifty percent of StudentUniverse’s study participants prioritize booking travel through companies with strong green credentials and twenty-three percent are willing to pay the the optional carbon offset fee when booking travel. Furthermore, when they arrive at their destination 53% of those questioned make an effort to engage with eco-friendly organizations in-destination.
Less Nightlife, and More Sober Traveling
Gen-Z travelers are a more sober generation - or at least a generation more in tune with sobriety - thanks to them non-alcoholic and mocktail drinks are on the rise. They have a desire to truly connect with a destination without the effects of alcohol, not wanting to deal with hangovers taking time away from their true purpose of travel. Thus day excursions are normally prioritized with an emphasis on becoming more culturally aware.
International Destinations Preferred
The appeal of international destinations over domestic is currently topping most Gen Zers travel bucket list. Italy, Japan, the United Kingdom, Greece and France are the top five destinations from both the United States and Canada according to StudentUniverse.
Curating a trip for the Gen Zer can prove to be a bit tricky at times. They want to really experience the lesser-known destinations and find their own wonders of the world.
They’ve seen the videos from social media, and they want that vacation recreated but also tailored towards their personality. And this is when travel advisors truly shine.
Mandee Migliaccio, CEO of Stepping Out Travel said the Gen-Z demographic is understanding the need for an expert like a travel advisor to help guide them.
“Our encounters with Gen Z travelers often reveal a common thread, a quest for experiences beyond the ordinary. They come to us with specific visions, seeking to turn their travel dreams into reality. Many reach out after attempting to plan independently, realizing the value of expert guidance. Whether inspired by a friend's recommendation or drawn by our reputation, they trust us to curate journeys that exceed expectations.”
Keeping these themes in mind, how can travel advisors reach Gen Zer’s to grow their business?
Simple - take to social media. Improve your online presence by making quick reels and videos enticing the younger generation to explore lesser-known destinations or even just hidden gems within a larger destination.
Find a niche - highlight points of interest that were filming locations, inspirations for book plots, unbeatable scuba dives, or wonders of nature. This can help you narrow down your focus when selecting social media content and thus stand out with this age group.
Working with Gen Zers doesn’t have to feel overwhelming, says Katie Ehlers a Luxury Travel Advisor and Owner of LuxTravel Katie
“I believe that the process of booking a tailor-made getaway for a Gen-Z traveler consists of a very easygoing process, where they don’t necessarily need a Zoom or phone call, but they truly believe and trust that what we are suggesting and recommending is the best fit for their needs.”
It’s also important to note that this demographic is the current generation that makes up the majority of destination weddings and honeymoons, as noted by Ryan Doncsecz, Groups Manager at VIP Vacations.
“A big market where we see this type of traveler requesting assistance is definitely in romance travel: Honeymoons and Destination Weddings,” Doncsecz said. “When it comes to honeymoons and Destination Weddings, these are once-in-a-lifetime travel experiences that will be looked back upon for years to come. Travelers may have experience visiting certain resorts and destinations, or even have booked travel for themselves globally previously; however, the idea of such a momentous reason for travel tends to push the desire for an advisor’s assistance. I have noticed if you do a ‘good job’ by the couple’s standards, they are very quick to refer others to your services. Clear itinerary planning with tools such as Travefy that lay out plans in an easy program, and a confirmation of the traveler’s preferred communication message could go a long way in securing the client for life. Text messaging is sometimes easier than phone calls, but just as many Gen Z-ers prefer an email.”
Mario Lopez, President of Destination Weddings Expert and Destination Wedding University, recently spoke on the TravelPulse Podcast about the growing trends among destination weddings and honeymoons, from the top trending destinations in Europe to the decline of the Bridezilla and rise of Momzilla.
What we're finding is that they're very very educated,” Lopez said. “These are people who spend time on the Internet and really dive deep into finding information about the destination that they're looking for. So they're really coming with that educational experience behind them, [but] I also find that they're very reliant on family input…so we're getting a little bit more of the input from Mom and Dad.
Tapping into the Gen-Z market can seem a little unfamiliar, but the rewards of this upfront effort can help grow your business exponentially as a travel advisor.
