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Generation Z-ers are growing up and coming into their own. For the travel and tourism industry, this emerging generation represents immense potential.
Their unique perspectives, shaped by technology, social consciousness, and a desire for authentic experiences, are redefining how and why people travel. Understanding how this emerging generation thinks about exploring new places and spaces is vital in crafting travel experiences that cater to their unique needs. Talking to this is Chaiwat Tamthai Director of the Tourism Authority of Thailand in Dubai for the Middle East and Africa. As he asserts: “the tourism industry is markedly different to what it was just a few years ago. Each generation of travelers puts their distinct stamp on the industry.
Generation Z is particularly distinctive in that they’ve grown up in a time of unparalleled change – they are digital natives who have lived through economic recessions, pivotal social movements, technological innovation, and most recently, the COVID-19 pandemic.
These experiences have shaped their worldview and by extension, their take on many aspects of life, including social interactions, work and travel. As tourism industry leaders, getting to grips with some of these formative trends is the key to building a sector that is positioned to welcome these travellers to new and exciting experiences.”
1. Travel – but make it green
An increasing number of young travellers are going in search of tourism opportunities that have a relatively low carbon impact and show reverence and respect for the environment and local communities. This is especially true of South Africans. According to a survey conducted by Flywire, 87% of local travel providers have seen a rise in the amount of clients seeking sustainable travel options. A further 49% of travellers have expressed interest in sustainable options when booking accommodation.
“The system is incredibly useful for responsible travellers who can easily review each operator’s sustainability status and make informed decisions, knowing that a quality standard has been set,” he says.
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2. The search for authenticity
Even in a hyper-connected, high-tech world, young travellers go in search of authentic experiences that allow them to become immersed in local culture and lifestyle. Gen Z-ers are less likely to be drawn to popular tourist destinations and are more inclined to seek out opportunities that can take them off the beaten track. This quest for authenticity often leads them to prefer homestays, boutique hotels, and experiences like cooking classes and cultural festivals. This trend has been picked up in locations like Thailand, which now offers a wide variety of authentic travel experiences. “Some of these include joining local farmers in rice plantations, hand-weaving crafts like baskets and cotton goods, embarking on a cultural exchange with a local host family or getting involved with a community-based tourism project. These kinds of opportunities can be richly rewarding and memorable and allow visitors to take a piece of authentic Thai magic home with them,” says Tamthai.
3. Digital-driven travel choices
4. Holistic health takes priority
Gen Z-ers are known to be more focused on holistic well-being and factors such as personal fitness, mental health, and social awareness. This trend went into overdrive after the pandemic, with many young people seeking travel experiences that could assist them in their journey towards general wellness.
