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Insight of the Day: How Gen Z’s contradictory values will reshape the travel industry

Gen Z, the generation born between 1997 and 2012, is reshaping the travel industry with their unique and sometimes contradictory values. Despite concerns about the environmental impact of travel, Gen Zers are spending more on travel than any previous generation. This group is expected to increase their spending power by 48% by the end of the decade.

One key trend is that while Gen Z is traveling more, they are also more environmentally conscious. A significant portion express a need for climate action, and ecotourism is expected to become increasingly popular. This presents opportunities for travel companies to offer sustainable and eco-friendly options.

Social media plays a significant role in shaping Gen Z's travel decisions. While they spend a considerable amount of time online, they value authentic experiences over conventional tourist attractions. Video-based social media, in particular, influences their travel choices. However, Gen Z is also skeptical of the artificiality of social media, preferring off-the-beaten-path destinations.

Furthermore, Gen Z travelers are less brand loyal compared to older generations. They prioritize price and uniqueness of experience over brand recognition, leading them to choose hotels and airlines based on these factors rather than brand loyalty. This trend suggests that travel companies need to adapt by offering a variety of alternative options to cater to Gen Z's preferences.

Overall, understanding and catering to the complex and sometimes contradictory values of Gen Z will be essential for success in the evolving travel industry.

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