Why travel is missing the mark with Gen Z
Gen Zs are much more deeply driven by purpose, with about a third actively engaged in social justice or activism
Recent research from leading travel retail agency, m1nd-set, explores the travel and shopping habits of Gen Z - poised to become the largest segment of travel shoppers in the coming years. The study highlights the importance of adapting to the unique consumer behaviors of this generation.
Key takeaways
- Digital Natives: As the first truly digital generation, Gen Z is deeply connected to technology, relying on mobile devices and social media to communicate and make decisions. They prioritize peer recommendations over traditional sources and often discover and shop for brands on platforms like TikTok, playing a significant role in driving the growth of social commerce;
- Sustainability and Authenticity: Gen Z is redefining the travel industry by focusing on sustainability, authenticity, and meaningful engagement with local communities. They actively seek out eco-conscious services such as zero-waste practices, locally sourced food, and green transportation, and are encouraging the industry to adopt greener practices;
- Travel Preferences: Gen Z prefers short-haul, flexible travel options and values meaningful, responsible tourism over traditional travel experiences. Their preferences underscore a shift toward purposeful and sustainable exploration.
Get the full story at Global Travel Retail Magazine and m1nd-set