Comment: Gen Z travellers will alter the industry as we know it | Travel Weekly

In this blog post, we examine the shifting perspectives of the younger generation and the potential implications it may have for the travel industry. Phoebe Buchan, a travel specialist with expertise in travel management at Atpi, provides valuable insights on this topic.

It is widely known that we are currently facing a major problem with the high cost of living and experiencing a shortage of money. Although this situation is particularly challenging for individuals in their 20s, we are still seeing a large number of them travel. Despite the increasing financial burdens, slightly more than half of young adults from Generation Z (52%) frequently embark on travels, having enjoyed at least three leisure trips within the last year.

As costly investments like real estate and brand-new vehicles remain unattainable for a good number of individuals, it appears that Gen Z is opting to utilize their extra money on genuine life adventures instead of singular material buys.

That being said, Generation Z is possibly experiencing the negative effects of inflation, reduced purchasing power, and higher cost of living more than any other generation. Consequently, even though many of us are eager to plan exciting trips we've been longing for due to travel restrictions and lockdowns, our limited finances heavily influence our travel decisions.

The era of inclusive vacation packages is long gone. The younger generation, known as Gen Z, seeks to make the most out of their limited budget by opting for distinctive cultural homestays, exploring independent cafes and eateries, and fully immersing themselves in novel lifestyles. Unlike previous generations, travel holds a purpose for our generation.

Apart from financial plans, what other factors are influencing this change?

The growing trend of influencer culture is satisfying the desire for everything that is truly genuine. Although it may seem cliché, social media holds a significant influence on the travel decisions of the younger generation, known as Gen Z. Modern travelers crave a sneak peek into the genuine experience, enabling them to make informed choices and find inspiration for their upcoming adventures.

Gen Z travelers are heavily influenced by organic user-generated content, which includes beautiful travel destinations as well as helpful tips and advice. This type of content holds more sway than traditional advertisements because it feels genuine. It's remarkable that 84% of Gen Z individuals consider vacation photos and videos from either their friends or trusted "experts" to be highly influential. As a result, they rely more on social media platforms for travel recommendations rather than websites like TripAdvisor.

Accessible travel has become more attainable for people with limited funds, thanks to the availability of online resources showcasing budget-friendly destinations. Popular social media platforms like Instagram, TikTok, and YouTube serve as visual platforms for highlighting affordable cultural gems that are not mainstream tourist spots. Hashtags like #wanderer and #traveladvisor have been used extensively on TikTok, with over 28 million mentions.

Although being genuine may play a crucial role in shaping the travel preferences of Generation Z, we are also highly aware that we will bear the brunt of the initial and significant effects of climate change. As per the findings of a report from Expedia Group, a majority of 67% in our generation are inclined towards contemplating sustainable travel choices over other age groups.

When opting for a destination nearby, frequently a Gen Z voyager will venture on different paths, such as riding a bus or train, and will make this choice considering not only the cost but also the ecological effects.

When venturing to distant places and choosing to go by plane, Generation Z tends to allocate less money to the flight ticket and extras like extra baggage, and instead focus our expenses on lodging, meals, and things to do once we arrive. We aim to find local eateries and engage in community-centered tourism, selecting accommodations and activities that support the economies of the destinations we travel to, and also provide us with an authentic local experience.

Moreover, for the Generation Z, we are highly conscious of the influence we have on society and the environment when we travel. The younger generations are becoming more inclined to avoid visiting places where cultural values and principles contradict their own. Instead, they are embracing the concept of "conscious travel," where individuals actively search for destinations that uphold ethical principles and place human rights at the forefront.

Despite being well-known as an attraction for influencers, countries like the UAE, which offer sunshine throughout the year, are losing their appeal among Gen Z travelers.

These trends are expected to influence our professional lives as well, provided we are given the chance to travel for work.

When it comes to accepting a business trip, employees now consider various factors including choosing socially responsible destinations and offsetting carbon emissions. To attract and keep the top talent from Generation Z, businesses must align the offered business trips with their social values.

Small decisions can have a significant impact. Instead of transporting people to conferences individually by air, it is crucial for companies to consider alternative and environmentally-friendly approaches. In cases where flying is unavoidable, businesses could opt to combine multiple trips to minimize carbon emissions and save time spent on frequent travel.

Numerous TMCs also possess the ability to assist organizations in documenting, lessening, and counterbalancing their carbon emissions. This serves as a remarkable approach to showcase a company's dedication towards promoting eco-friendly corporate trips.

Companies may also promote their employees to embark on 'bleisure' journeys - a fusion of work and leisure - not only to offer them a chance to rejuvenate following a demanding business trip but also to provide them with an opportunity to authentically explore a novel city or country before returning to their homes.

The travel preferences of the current generation have the potential to enhance the way business trips are conducted. Major corporations wield immense influence over the environment and society, and if the travel expectations of Generation Z contribute to making these choices more environmentally friendly, it would be a noteworthy achievement.

Following a period of two years marked by social and cultural seclusion, our generation is now compensating for the considerable amount of time lost, as we embark on the journey from being students to becoming financially independent young individuals.

As the habits and preferences of Generation Z continue to rise in popularity, it is certain that our viewpoint will undoubtedly bring about changes in the travel industry as we currently understand it.