The tourism environment is constantly evolving. Just when we started understanding Millennial generation, the Gen Z is about to enter our market. We don’t know yet much about them but what the industry need to know is that they are ready to travel!
Who are they?
Gen Z is the generation formed by 8 to 18-year-olds born between 1998 and 2008. Today they represent 1/4 of the population and they are rapidly growing. By 2020 Generation Z will account for 40% of all consumers and will have the full disposable income to travel. Therefore, they will represent a big share of the market.
However, tourism marketers need to understand that Get Z are really different from Millennials.
The digital generation growing up on mobile is truly different to the generation who grew up discovering mobile.
Gen Z is a multi-tasking and a multiple screen generation (TV, iPhone, laptop, desktop, iPad etc.) with a really short attention span of 8 seconds. That is something that marketers should carefully consider when creating content for that generation.
Get Z also approach social media in a different way compared with the previous generation. They give high value to privacy and prefer apps like Snapchat and Whisper. Even more interesting is the fact that 25% of this generation abandoned Facebook in 2014. This is because Gen Z spend most of their time looking for content on social media instead of social networking. Also, apps like Youtube and Instagram are the most preferred ones.
We are in front of a generation that doesn't only share things, but creates things. Gen Z can be defined as “curators”, they want to contribute to the conversation and be part of it.
Connectivity is also fundamental for this generation, it is a given, not a variable. Be connected at every stage of their trip is a must for Gen Z.
Gen Z: the Snapchat generation
It’s clear now that Snapchat is here to stay. But few travel brands seem to have understood why or what to do with it. Low-fare airline Wow Air aimed at reaching Gen Z audience with their new campaign encouraging consumers to show off their Snapchat skills for the chance to be a content creator and travel the world. The short term benefit to this campaign is definitely the PR generated from it. However, the long terms are about getting more people interested and connected with their bands, by staying top of mind in a crucial market segment.
Marriott Hotels is one of the first hospitality brands with a presence on Snapchat. Marriott ran a three-month campaign to drive engagement and raise awareness. They teamed up with four influencers and handed over their account. The goal was not to increase room sales but to promote the benefits that come along with staying at a Marriot Hotel in each city.
Successively, W Hotels, from Starwood brand, became the first hotel brand to launch Snapchat sponsored Geofilters. They can now be used at all W Hotels and the brand help promote activities, perks and experiences.
Why travel brands should be on Snapchat?
Few topics inspire people like travel and Snapchat gives travel brands the opportunity to share creative content, for example, take travelers behind the scenes at local events, generate awareness and showcase the experiences unique to your destination or hotel.
Using Snapchat stories, users feel like they are part of something rather than being just a marketing objective.
So, my tips to how to market to Gen Z?
- team up with Gen Z to build your destination brand together and amplify the story around it
- tap into creative expression, entrepreneurialism, the search for a greater sense of purpose
- think about how your destination can engage Gen Z in a participatory way involving them in crafting your brand
How do you market your destination or business to Gen Z? Share your thoughts and experiences in the comments section below!
Discussioncomments powered by Disqus
More from #DTTT
In December we present:Key Takeaways from #DTTTGlobal2017
On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]
In November we present:Bavaria Tourism: Proceeding from Tradition
Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]#dmo story #brand #campaign #destination #marketing
In November we present:Geneva Tourism: Business Intelligence & Data
In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]#DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
In November we present:How MURAL is pioneering Remote Design Thinking
In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]#remote design #mural #workflow #collaboration #design-thinking
In November we present:Iles de la Madeleine: Applying Design Thinking Principles
Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]#dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
In October we present:Visit Jersey: Aligning Audiences with Brands
We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]#dmo story #jersey #partnerships #brand #destination #marketing #product