How Younger Generations are Shaping the Future of Travel

Expedia Group Media Solutions
November 14, 2018
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Our new data illustrates the behaviors, attitudes, and influences of younger travelers around the world, and shines a light on how Generation Z is redefining the rules of engagement for travel marketers.

Following in the footsteps on their Millennial predecessors, Gen Z are deal-driven, frequent travelers who embrace the YOLO (you only live once) mentality and have a passion for activities and bucket list experiences. While they are taking slightly fewer trips per year than Millennials (average 2.8 trips per year versus average 3 trips per year, respectively), travel is already a priority for this generation and they are even more open to being influenced by brands- take note, marketers.

GenZtravelers snapshot

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Here are some things you should know about how Gen Z are shopping for, booking, and traveling when you are looking to reach and influence this new generation of travel enthusiasts.

  • They want a good deal. Seeking the best deals and most value for their money is universal among travelers of all ages, but especially for Gen Z, who are not yet or are just starting to be financially independent – and may still be spending mom and dad’s money. Gen Z are heavily influencing family travel decisions, and in the coming years, as more Gen Z enter the workforce and increase their disposable income, their prioritization of travel and their growing budgets will unlock myriad opportunities for marketers.
  • They are more open to influence. Two-thirds of Gen Z travelers are undecided on a destination when they decide to take a trip, and their diverse trip preferences illustrate broad opportunities for marketers to entice them. Seventy-seven percent of Gen Z travelers are open to help and inspiration when planning a trip, and nearly 70 percent use their smartphone when looking for travel inspiration.
  • They are social. Eighty-four percent of Gen Z travelers said social media can be influential, particularly deals or promotions and travel pictures or videos from friends or experts. Appealing deals and images are also impactful for the more than 60 percent of Gen Z who said advertising can be influential, revealing a receptive audience for travel marketers.
  • They are going to grow the bleisure travel market. Although Millennials are currently outpacing Gen Z in business travel – 6.4 business trips per year versus 4.8 trips – both generations are capitalizing on and saving for opportunities to extend business travel for leisure, or bleisure. Sixty-six percent of Gen Z business trips were extended for leisure, and 88 percent of Gen Z travelers save for bleisure travel. Bleisure travel will likely increase as more of Gen Z enters the workforce in the coming years, illustrating a burgeoning opportunity for travel marketers.

Get the full study, “A Look Ahead: How Younger Generations are Shaping the Future of Travel," for more data and actionable insights that marketers can leverage to reach Gen Z and Millennial travelers.

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Expedia Group Media Solutions
Expedia Group Media Solutions is the global digital advertising organization of Expedia Group. We connect brands with hundreds of millions of travel consumers across our global network of leading travel e-commerce brands. We have more than 200 branded sites in 75 countries and 35 languages, with a total of more than 144 million monthly unique visitors worldwide. With our first-class digital media experts, we provide marketing partners with proprietary data, strategic insights, precise targeting, dynamic advertising solutions and robust reporting to engage and convert our audience of travelers worldwide.
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