Gen Zs are the most well-traveled group in history—and they’re seeing the world on their own terms.
As Gen Z students hit the roads, rails and skies for Spring Break, we’re taking a closer look at this generation’s unique travel habits and what their changing preferences mean for the hospitality industry.
Gen Z students overwhelmingly prefer staying at hotels over Airbnbs. Here are three ways in which hotel brands can gear up for increased Gen Z demand this coming year.
Every generation of consumers comes with its own set of misconceptions about what they like — and what they don’t. Here are five commonly held beliefs about Gen Z that marketers ought to reconsider.
So the year is 2018, and Target is suddenly in the business of producing consumer electronics. Meanwhile, Taco Bell is producing its own line of designer apparel. And IKEA, after opening a low-priced boutique hotel in Sweden, is thinking about opening a second one in... Connecticut? Remind me again... Whose version of the future are we living in now? Gen Z’s, that’s whose.
W Hotels is generally credited with founding the boutique hotel movement. This movement helped kickstart personalization in hospitality by introducing smaller properties that could afford to be nimble and answer to the whims of their guests (the chain trademarked its “Whatever/Whenever” motto). But W was the exception, not the rule. Even while it was refashioning itself in the “boutique” mindset, Westin — its sister Starwood brand — was touting consistency as a its strongpoint.
In an era where travel gets determined more often by Facebook than by Fodor’s, the definition of “what’s important” to do while vacationing gets blurrier with each passing year. And no single group is redefining what vacation time well-spent means more than Gen Z. With roughly $143 billion at Gen Z students' disposal, it’s high time travel marketers paid closer attention to what activities these new vacationers are looking for.
In case you missed it, the cat is out of the in-flight container: Gen Zers love to travel locally, nationally and globally. A recent global survey of students by UNiDAYS and Ad Age Studio 30 bears this out: an overwhelming 99 percent of Gen Zers have the travel bug in their veins. And with approximately $143 billion in personal income at their disposal, they’re already in a position to circumnavigate the globe millions of times over.