Industry Perspectives

Gen Z: the traveller of the future

We bring you exclusive access to insights on the needs and wants of the next generation of travellers shared during this year’s Click. event

Known as ambitious, sustainable and experience-seeking adventurers, Gen Z has been a hot topic across the travel industry this year as they start to become independent travellers and make more of their own travel choices.

At Click. 2019, Arjan Dijk, Chief Marketing Officer at Booking.com, Mary Portas, Founder and CCO of Portas, and Kevin Sands, Junior Partner at TheStartup.com, joined Amon Versteeg, Director of Marketing - Supply Partners at Booking.com, to unpack the behaviours associated with the generation and what they are searching for in a travel experience.

 

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Takeaway
  • Arjan Dijk, Chief Marketing Officer at Booking.com, Mary Portas, Founder and CCO of Portas, and Kevin Sands, Junior Partner at TheStartup.com, discussed the travel behaviors of Gen Z during a panel at Click. 2019
  • Truth, transparency and authenticity are key when it comes to marketing to Gen Zers. And as one of the most fragmented generations, businesses shouldn’t count on catering to the masses
  • The days of the travel guidebook are over. Younger travellers rely on mediums such as Instagram to help them plan their trip, with 40% agreeing that the social media app is their top source of inspiration
  • Brands that communicate with and listen to their consumers will see the most success when it comes to capturing the Gen Z market

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