What Makes Gen Z Travellers Different from their Predecessors?

A talk by Lyublena Dimova
Research & Development Manager, European Travel Commission

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About this talk

Members of Generation Z are often described as highly adaptable, smart and tolerant. They are hyper-connected and grew-up with challenges relating to environmental sustainability, terrorism, etc. Their different lifestyles, motivations and habits make them a segment difficult to generalise, but also a segment that will pave the way for innovation and responsible tourism. Generation Z travellers are still discovering and solidifying their consumption preferences, and this presents a tremendous opportunity for the travel industry to get to know them now and gain a better vision of how tourism demand could evolve in the near future. During this session, we will be looking at some of the most distinguishing features of Gen Z travellers and try to understand how they can be used for the development of tourism products and services with the aim of attracting the attention of travellers from this segment.

Full Report - ETC Research on Gen Z Travellers

This research investigates the travel preferences and behaviour of Generation Z travellers from four markets – China, Germany, UK and US. The study delves into their motivations, aspirations and views, and translates those into future-oriented travel market intelligence. In addition, the report offers a list of 12 trends, which illustrate what Europe’s tourism sector could expect to see in terms of both supply and demand, in the coming 10-15 years as Gen Zers grow and become the primary decision-makers in travel. Besides the report, I am also happy to share with you an infographic with summary of results - https://etc-corporate.org/reports/generation-z-travellers-infographic/.

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