Generation Z travel trends and how to attract them to your tours & activities

In the ever-evolving landscape of the tourism and travel industry, different generations contribute distinct elements. While millennials, baby boomers and other older generations have played significant roles, our focus now shifts to Generation Z.

In this article, we’ll dive into the intricacies of Generation Z travel trends and explore how tour operators can tailor their offerings to captivate the behaviors and demands of this dynamic generation.

Understanding Generation Z

Born between the mid-1990s and early 2010s, Generation Z represents a demographic that has grown up in a world defined by rapid technological advancements and global connectivity. Insights from the 2023 Arival 360 Future of Booking panel suggest that 52% of millennials and Gen Z travel three times per year compared to 35% of baby boomers. This indicates that there’s a strong desire for travel from this age group and tour operators shouldn’t shy away from catering to their unique set of needs.

Tech-savvy and social media-centric

Social media plays a pivotal role in shaping Gen Z’s travel decisions. Platforms like TikTok, Instagram, and LinkedIn are instrumental in influencing their travel plans. The Arival San Diego panel reveals that 31% of Millennials and Gen Z consider social media responses more important than having an authentic experience. Additionally, 43% of younger travelers actively seek out experiences that will result in great content and comments on social media.

The importance of wellness and self-care

Generation Z’s emphasis on well-being and mental health is one of the main motivators of their travel preferences. Within this age group, there is a notable rise in the popularity of sustainable and wellness-focused travel experiences. This attests to a broader shift in travel interests, aligning with the generation’s commitment to holistic health and environmentally conscious choices.

Europe as a hotspot for Gen Z travel

Among the various travel destinations, Europe stands out as a hotspot for Gen Z travelers. The continent’s rich history, diverse cultures, and vibrant cities appeal to the younger generation’s desire for exploration and discovery. European cities like Paris, Barcelona, and Berlin have become magnets for Gen Zers seeking a blend of historical significance and contemporary allure in their travel experiences.

The future of Generation Z travel

As we look toward the future, it’s evident that the travel industry is on the cusp of a transformative era driven by the preferences and expectations of Generation Z. Several key trends are likely to define the travel landscape for this dynamic and tech-savvy demographic.

Social media is becoming a powerful marketing tool

As we look ahead to the next year, the travel industry must anticipate the evolving preferences of Gen Z. Adapting marketing strategies to align with the latest trends on social media platforms like TikTok, Instagram, and LinkedIn can significantly impact the success of travel campaigns targeting younger audiences. Staying agile and responsive to emerging trends ensures that businesses remain relevant in the eyes of Gen Z travelers.

User-Generated Content (UGC)

Authenticity holds significant sway for Generation Z, and the influence of user-generated content (UGC) is pivotal in shaping their travel decisions. The impact of influencers, aligned with Gen Z’s values and preferences, will persist in steering their travel choices. Businesses in the travel industry stand to gain heightened attention, increased engagement, and trust when collaborating with influencers to spotlight genuine and relatable experiences.

Insights from the Arival San Diego Future of Booking panel emphasize that younger generations exhibit 5-10% less trust in corporate institutions, extending to the travel industry. This underscores the critical importance of fostering authentic connections and transparent narratives to resonate with Gen Z’s discerning mindset.

Sustainable and eco-friendly initiatives

Sustainability is a core value for Gen Z, and the travel industry must align with their eco-conscious mindset. Future travel trends will see an increase in demand for sustainable and eco-friendly accommodations, transportation options, and activities. Businesses that prioritize green initiatives, offset carbon footprints, and promote responsible tourism will be better positioned to attract Gen Z travelers who are keen on making a positive impact on the environment through their travel choices.

Innovations in the tourism industry

The future of travel for Gen Z involves constant innovation in the tourism sector. From contactless check-ins to personalized travel recommendations based on individual preferences, businesses that embrace technology-driven solutions will stand out in a competitive market. Creating an immersive and hassle-free travel experience aligns with Gen Z’s expectations and sets the stage for the future of the industry.

How to attract Gen Z travelers

Capturing the attention of Generation Z travelers requires a nuanced understanding of their preferences and behaviors. In this section, we explore into strategic approaches and key considerations on “How to attract Gen Z travelers.” From prioritizing authenticity and sustainability to embracing digital innovations and collaborations, businesses can unlock the secrets to creating compelling travel experiences that resonate with the dynamic and tech-savvy Generation Z demographic.

Create authentic yet unique experiences

Gen Z places a high value on authenticity, seeking genuine interactions and experiences that reflect the local culture. Businesses that prioritize sustainability and responsible tourism practices are likely to resonate with this environmentally conscious demographic.

To captivate Gen Z hearts, businesses in the experiences industry must focus on curating unique experiences that cater to the adventurous spirit of this demographic. Whether it’s discovering hidden gems in local communities, participating in immersive cultural workshops, exploring off-the-beaten-path in new destinations, or embarking on unconventional tours, offering activities beyond the typical tourist itinerary is key to attracting younger travelers.

Provide a seamless online booking experience

In the age of Gen Z travel, addressing the need for instant accessibility becomes paramount. Platforms such as Rezdy empower travel businesses to deliver seamless online booking experiences 24/7. With its user-friendly mobile interfaces, Rezdy facilitates effortless transactions, enabling young travelers to plan and book their trips at their convenience, anywhere and anytime. The seamless integration of Rezdy into the booking process perfectly aligns with the on-the-go lifestyle of Generation Z, catering to their preference for swift and efficient travel planning.

As highlighted by insights from Arival San Diego, younger generations express a reluctance to fill out extensive forms during the booking process, make decisions on behalf of their group, or engage with automated bots. This emphasizes the significance of platforms like Rezdy that prioritize a streamlined and user-centric approach, resonating with Gen Z’s preferences for hassle-free and collaborative travel experiences.

How to accept 24/7 bookings with Rezdy

Your customer’s first experience with your business usually begins with your website, therefore you’ll want to ensure that their online booking experience is seamless, straightforward, and simple to complete. There is a booking widget for every website, made to fit your company brand.

Once you’re done with the product set up stages, you can then connect Rezdy’s booking widgets onto your website, which is the key to allowing your customers to book 24/7 via your website.

1. Select ‘Sell online’ on the Rezdy dashboard, then ‘Widgets’ in the drop-down menu

2. Rezdy offers 7 widgets tailored to your website’s layout. Select the one that suits your needs:

• • Product List: Showcase all products on one page.
  • Product Details: Ideal for tours with individual pages.
  • Product Calendar: Display availability for each tour.
  • Weekly/Monthly Calendar: Show short-term or long-term availability.
  • Category Carousel: Combine image gallery and booking.
  • Shuttle & Transfer: Designed for specific products.

3. Once you have selected the widget you would like to feature on your website, copy the “code” and paste the code on the back end of your website.

Online discoverability and in-destination

To cater to Generation Z’s preference for a streamlined planning process, businesses must prioritize accessibility and convenience. By establishing collaborations with local in-destination resellers, companies can provide Gen Z travelers with easy access to insider insights, unique tours, and authentic experiences. This approach not only aligns with their desire for cultural immersion but also enhances the overall travel experience by offering a seamless booking process directly within the destination.

Furthermore, acknowledging Gen Z’s inclination towards online interactions, businesses should leverage digital platforms to expand their reach. Distributing services through online platforms like Google Things to do and other Online Travel Agencies (OTAs) presents a practical solution. This not only caters to their preference for online booking but also provides a centralized and user-friendly platform for Gen Z travelers to explore and choose activities. The ease of accessing a curated list of activities and attractions through these platforms aligns with the digital expectations of Generation Z, making them more inclined to book and engage with the offerings.

How to connect with Google Things to do via Rezdy

Rezdy makes it easy for travel businesses and activity operators to capitalize on the numerous benefits of listing your products and services on Google things to do. With Rezdy, you can optimize your product descriptions for Google, ensure consistent pricing across various channels, and monitor your booking data through a single, easy-to-navigate platform that accommodates third-party integrations.

Once you have set up your products on your Rezdy account, you can simply connect with Google in two parts:

Part 1 – connecting with Google

1. Go to the “Marketplace” dashboard and search for “Google Things to do”

2. Then click Manage Google.

3. Within the Google Things To Do agent page:

• Google Business Profile: Search for your business name, and select from the drop-down suggestions (This is recommended to ensure an accurate match of your Rezdy account to your Google Business Profile).
• Business Category: Select your business category, either Experience or Attraction. This is determined by your Google Business Profile.

Click the Save Agent button.

Part 2 – publish your products on Google Things to do

This section allows you to manage your submitted, not submitted, and unsupported products. To submit a product;

• • Click the Not Submitted tab.
  • Find a product you want to submit, and click the Update & Submit link. You’ll be taken to the product’s publish tab (Google Things to Do).

Digital payments and offers

Recognizing Gen Z’s inclination toward discounts and digital convenience, travel businesses can optimize their promotional strategies through Rezdy. Integrating Rezdy into marketing campaigns allows businesses to manage and distribute promo codes easily, presenting compelling incentives for this budget-conscious demographic. Moreover, Rezdy facilitates seamless transactions by seamlessly integrating with widely-used digital wallets such as Apple Pay and Google Pay, aligning with Gen Z’s tech-forward preferences. The incorporation of Rezdy not only guarantees a secure and efficient payment process but also cultivates a frictionless experience that harmonizes with the digital lifestyle embraced by Generation Z.

How to accept mobile wallet payments with Rezdy

• Click Settings
• Select Online Payments
• RezdyPay is required and setup must be complete, click here to learn more
• Choose the mobile wallet payment options
• Lastly, click the Save button at the bottom.

How does this look online?

Depending on the device, your guests will be given a choice of Apple Pay or Google Pay as a payment method.

Conclusion

As Generation Z reshapes the future of travel with their desire for unique experiences and a tech-driven lifestyle emphasizing sustainability, businesses must adapt to cater to their distinctive preferences. Crafting an experience that aligns with Gen Z’s on-demand, tech-savvy lifestyle becomes paramount for success in this dynamic environment.

With Rezdy seamlessly integrated into your system, you can directly address the core areas that Gen Z values when preparing their travel plans. This includes 24/7 seamless online booking experiences with mobile-friendly interfaces, the ability to create promo codes and seamlessly integrate with digital wallets like Apple Pay and Google Pay, access to the industry’s largest distribution network, Rezdy Channel Manager, and automated guest communication to further enhance efficiency. This not only aligns with Gen Z’s tech-forward preferences but also ensures secure, efficient transactions that resonate with their digital lifestyle.

In conclusion, the future of Gen Z travel hinges on the convergence of trends, preferences, and technology. Rezdy serves as your partner in success, steering businesses toward a future where seamless, personalized, and sustainable travel experiences are the norm. Through Rezdy, businesses can not only meet but exceed the expectations of Generation Z.

Ready to start captivating this generation with the ease that Rezdy provides? Start your FREE 21-day trial or book a demo with our team of experts today.

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