Gen Z


Travel Tech

The 16-24 demographic, the true digital natives, are increasingly becoming a core target audience for many content producers, brands and media agencies. To gain a deeper insight into how this audience is evolving, Yahoo conducted an eight country study incorporating qualitative depth interviews, self filming, diaries and workshops as well as a quantitative online survey in all markets to get a comprehensive understanding of this particular audience (Yahoo 2013).


It starts with creating a sustainable value exchange, and doing this through helping Gen Z optimise their lives, whether it be about offering financial advice in uncertain economic times, offering personalised experiences that speak authentically to their true self, or delivering content in a bite size, timely fashion. The research generated a three pronged model of engaging with Gen Z creating a sustainable value exchange:

I. Let them rule!

The ability to use resources to aid self development and expression. The feeling derived from being able to impart knowledge and an informed point of view to others.

II. Let them filter!

Having the skill and desire to extract the meaning from the noise.

III. Let them optimise!

Being adept at finding ways to squeeze every last drop out of each moment.


Help Gen Z move towards financial self-sufficiency:

58% say having enough money to do and buy what I want is one of the most important things to me at the moment

Be authentic in the data you collect:

48% say its important for them to have control over what gets shared about them / published online

Bring expertise to their everyday:

47% say good content helps them be more knowledgeable

Make content bite-sized and more frequent:

43% say it’s important that the content they view contains easy to digest information

Streamline look and feel of all assets:

29% want content that is tailored to their needs, that they can personalise

Help them build their online identity:

28% of this audience say online networks / communities enable them to feel part of something even if those around them don’t share the same interest


comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge