Any travel business with their finger on the pulse will know the value of catering to the Millennial market. After all, this is the demographic that will choose to spend their hard-earned pennies on travelling over anything else. Research by Adara revealed that 79% of Millennials prioritised travel above any other form of expense – it makes sense for travel organisations to ensure they are catering for the consumers most likely to splash the cash.


However, the thing with catering for one generation is that there will always be another hot on its heels. In order to ensure longevity, travel businesses can't afford to solely focus on the present, they need to have one eye firmly on the future.

Cue Generation Z, the updated version of Millennials. This group were born in the mid to late 90s/early noughties and it's around about now that they are heading off into the big wide world to follow their dreams and chase their own adventures. As a recent Huffington Post article predicted, 'Gen Z will soon transform the travel industry'. So, here are a few top tips that might help your business keep up:

ebook travel website

1. Think 'big' on experiences

Skift reports that Generation Z will be conservative with their cash, but they will not scrimp on 'big' experiences that will be cherished forever. We're talking bucket list adventures such as staying with locals in the Maasai Mara or learning to dive at the Great Barrier Reef. Think one-off experiences at affordable prices if you want to attract the Gen Z crowd.

2. Be attention-grabbing

Skift also reported that the Gen Z attention span is eight seconds long. That's how long they take to assess something and then cast it aside if it's of little interest. The window of time that travel businesses have to grab the attention of their prospective customers has shortened from the 12 seconds it was purported to be in the year 2000. In short, your website and marketing needs to be snappy and visual, your recommendations need to be personalised, and your booking process needs to be fast.

3. Offer experiences that better the world

Huffington Post reports that 60% of Gen Z-ers are keen to make a change in the world. As a result, this could manifest in a demand for 'impactful travel that directly or indirectly influences the lives of others'. Travel opportunities that connect to the local community or involve some form of giving back could be set to rise in the future.

We are always looking to the future of the travel industry and understand how important technology can be to help us deal with a constantly evolving landscape. To find out more about our digital solutions and how they can affect your business, contact us today.