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 October we present:Digitalising Visitor Services
LAAX is a famous winter destination, positioning itself as a strong lifestyle brand within its sector and successful in digitalising visitor services to optimise the visitor experience.The ski region is located in Switzerland, featuring 224 kilometres of slopes, 4 snow parks, 5 snow-covered downhill runs, the world’s largest halfpipe and an indoor freestyle academy catering […]
In October we present:Enhancing the Visitor Experience with a Data-driven Approach
Banff & Lake Louise is a National Park destination located in the Canadian Rocky Mountains. It is most well known for its natural scenery and breathtaking landscapes of picturesque glaciers, peaks, meadows, valleys, rivers and the infamous turquoise lakes. A true haven for nature lovers and explorers. Banff National Park is one of the most […]#Stakeholder Collaboration #responsible tourism #banff and lake louise #data
In October we present:Only Lyon on Smart Tourism
ONLYLYON on Smart Tourism for the Future of Travel Lyon attracts more than 6.5 million visitors and a 20% growth in tourism every year. In less than 20 years, it has become one of Europe’s major tourist destinations, popular for its rich history, beautiful architecture and famous cuisine, widely considered the French capital of gastronomy. […]
In October we present:Vienna’s Storytelling Journey into Voice
In 2016, Google revealed that 20% of all queries on mobile were via voice search and by 2020, 50% of search is expected to be driven by voice. The growth of voice continues and in an era of strong content creation and compelling storytelling, it’s a really great way to connect your destination stories with […]#voice app #music tourism #storytelling #Vienna Tourist Board
In October we present:Stewardship is the Key to the Future of Tourism
In 2018, the Californian tourism industry generated $140 billion in travel spending, $19 billion in state and local tax revenue, and employed 1.2 million Californian workers. What is the impact of such success on the destination experience and how does California manage this? Earlier this year we attended Visit California’s annual Outlook Forum, and the […]#destination stewardship #sustainable destination #visit California
In September we present:Become a Changemaker with Design Thinking
Prepare yourself to be challenged and start thinking about your role as a changemaker. How? Design thinking!#agile working #remote design thinking #design-thinking