The travel trends influencing Gen Z

“More so than other generations, Gen Z has 
a genuine, almost intrinsic desire to make a difference and change the world; ultimately making this generation one of the most socially conscious and philanthropic,” says Hocking. Local guides are therefore essential and cultural experiences are in demand – from haggling in markets to staying with a family in a homestay.

The desire for today’s young people to help with worthwhile causes is reflected in an increase in demand for volunteering projects – STA Travel saw 11% growth in volunteering products in January compared with last year, with the top sellers in south-east Asia.

G Adventures has included tailored, social enterprise-focused G For Good projects on 
its 18-to-Thirtysomethings trips, while 18-35s specialist Contiki has also included more sustainable and responsible travel experiences on its trips all over the world. Donna Jeavons, Contiki sales and marketing director for the UK and Europe, gives the example of its new Israel and Jordan Uncovered trip, which includes a visit to the Iraq Al Amir Women’s Cooperative in Amman where travellers will meet the women who benefit from the cooperative, and learn about their lives and work.

Social media and the internet have led this generation to have a greater awareness of where they want to go and what they want to do.

“The expectation is definitely whatever they want, they can get,” says Fryer. He adds that “awareness is now ten-fold”, with young clients often knowing exactly what seat they want on a plane, or what their luggage allowance is.

Yet despite this self-assuredness and forward planning, young people still value booking with an expert. “Though they might want an off-the-beaten-track experience, they still want someone to put it all together for them and offer advice,” he says.

“The days of flying out with just two nights’ accommodation booked, some local currency and a backpack are long gone. People want to be much more organised now, which is where an agent comes in.”

The “gap year” concept is less relevant in 2019, with more cash-strapped young people opting for shorter trips, notes Fryer. Escorted tours are therefore becoming more popular, allowing them to maximise their time away by seeing as much as possible. “They’re getting the best-value experience in terms of time on the ground,” he adds.

Mikus says shorted trips are also becoming more popular with G Adventures’ young clients. “Since 2016, we’ve noticed people starting to shift away from long trips and towards 7-10 days of travelling.” The operator has since created shorter versions of its classic itineraries to cater to demand. Trips that are 13-20 days in length are also proving popular, with 39% of G’s young travellers opting for this time duration.

Flexibility is also key to today’s young travellers, with STA seeing an increase in bookings for its tailor-made Flexi and INDI products. The former allows clients to change flights, accommodation or transportation at late notice, paying a small initial deposit to secure the trip, while the latter allows couples, groups of friends or solo travellers to travel on their own bespoke itinerary.

So what top tips can the experts offer for selling to young people? Intrepid, Contiki and G all recommend using social media to effectively market to young clients, though activity should revolve less around promotions and more about building a personal brand for your agency. Young travellers will also expect to use social media for customer service.

“Visual assets like brand videos and user-generated content and images are really effective selling tools,” adds Jeavons. “Every Contiki trip has its own hashtag, and Contiki’s YouTube channel has a load of aspirational video content, from destination guides to travel hacks and vlogs from Contiki Trip Managers.”

Hocking says content should “focus on unique activities and holidays that allow them to give back to the community. They are also influenced by ‘what’s hot right now’ trends, such as veganism and wellness.”

Fryer believes it’s important for agents to 
have experienced the product in order to sell effectively. “We’re sending more of our agents on volunteering fams for this reason.”

Younger agents will also likely be more successful at selling to this market. Most importantly, ensure the “hard sell” approach is left behind: “They want a relationship with [an agent] who has travelled and experienced the product for themselves, and an open and honest conversation about their trip.”