Generation Z will define the future of travel. Here’s what we learned...
July 2, 2020
Posted By: TOPOSOPHY team
Together with the European Travel Commission, we created a comprehensive study to help destinations and travel businesses to understand the needs and interests of a pivotal generation.
A generation that grew up in with easy internet access, extensive use of mobile devices and new social media platforms Gen Zers (currently aged 8-24 years), are coming of age and (when restrictions are lifted), they're ready to explore the world. As with all generations, their consumer values and travel motivations have been shaped by defining events (one of them, COVID-19 is arguably the defining event of the century so far). However the 2008 financial crisis, climate change, terrorism, liberal values and globalisation have also shaped this generation's behaviour and habits profoundly.
Given that they will soon represent the largest share of the global population, the European Travel Commission, on behalf of its membership wanted to uncover Gen Z's interests, how their lifestyles and habits may drive innovation in the travel industry and in what way destinations can try to address Gen Zers’ concerns around sustainability and progressive values.
HOW WE BUILT A DETAILED UNDERSTANDING OF GEN Z
In order to uncover the true character of Gen Zers and their travel aspirations, together with the European Travel Commission we carried out a market study focused on this generation. Adopting a holistic approach, we considered the zeitgeist in which Gen Zers are growing up, carried out consumer research and consulted with experts from our network in order to gain a deeper understanding of how Gen Z will shape the future of travel in Europe.
A generation that grew up in with easy internet access, extensive use of mobile devices and new social media platforms Gen Zers (currently aged 8-24 years), are coming of age and (when restrictions are lifted), they're ready to explore the world. As with all generations, their consumer values and travel motivations have been shaped by defining events (one of them, COVID-19 is arguably the defining event of the century so far). However the 2008 financial crisis, climate change, terrorism, liberal values and globalisation have also shaped this generation's behaviour and habits profoundly.
Given that they will soon represent the largest share of the global population, the European Travel Commission, on behalf of its membership wanted to uncover Gen Z's interests, how their lifestyles and habits may drive innovation in the travel industry and in what way destinations can try to address Gen Zers’ concerns around sustainability and progressive values.
HOW WE BUILT A DETAILED UNDERSTANDING OF GEN Z
In order to uncover the true character of Gen Zers and their travel aspirations, together with the European Travel Commission we carried out a market study focused on this generation. Adopting a holistic approach, we considered the zeitgeist in which Gen Zers are growing up, carried out consumer research and consulted with experts from our network in order to gain a deeper understanding of how Gen Z will shape the future of travel in Europe.
The report opens by setting the scene, with a detailed overview on the demographics of Generation Z and the different contemporary aspects which have influenced them as a generation, such as technology, climate change, sustainability, career prospects and social equality, among others.
OUR WORK INCLUDED:
- Comprehensive study on Gen Z’s values, interests and travel motivations
- Consumer research in four outbound markets: CN, DE, UK, US
- In-depth interviews with market experts
- Recommendations for European destinations and travel industry
- Trend analysis: Gen Z and the future of travel in Europe
In light of the COVID-19 outbreak and how the landscape of travel and society, in general, has been reshaped, the importance of this report is even greater. Aspects such as sustainability, digitisation, remote working and multipurpose vacations, which have already been widely embraced by Generation Z, have rapidly risen up the agenda, and will have to be addressed sooner rather than later. As travelling is deeply embedded in the lifestyles of Gen Zers, it will surely be also one of the first segments to return to travelling, seeking emotional escape, social connections and transformative experiences.. For this reason, destinations which embody the desires and values of this generation, will not only be early winners during the recovery period but will also conquer the hearts of Gen Zers permanently.
You can download the report from the European Travel Commission free of charge here.
WHAT CAN TOPOSOPHY DO FOR YOU
We have been global thought leaders in destination development, management and marketing for the last 10 years. We transform places and destinations through the skills and international experience of 12 members of staff and a global network of 20+ experts. In total, we have undertaken projects and offered integrated solutions to trusted clients in 20+ countries across 4 continents. We’re ready to support you too.
SOME OF OUR SERVICES INCLUDE:
- Consumer sentiment research
- Business support guidance
- Internal assessments and organisational change management
- Destination supply and demand analysis
- Place branding strategies
- Recovery marketing plans
- Advocacy planning and communications
- Rapid destination strategy refresh (using sprint methodology)
CONTACT US
If you’d like to know more about what we’ve presented here, you’re always welcome to get in contact with us. Just drop us a line at info@toposophy.com or send us a note through our contact page.
If you’d like to know more about what we’ve presented here, you’re always welcome to get in contact with us. Just drop us a line at info@toposophy.com or send us a note through our contact page.
The report opens by setting the scene, with a detailed overview on the demographics of Generation Z and the different contemporary aspects which have influenced them as a generation, such as technology, climate change, sustainability, career prospects and social equality, among others.
The report opens by setting the scene, with a detailed overview on the demographics of Generation Z and the different contemporary aspects which have influenced them as a generation, such as technology, climate change, sustainability, career prospects and social equality, among others.
The report opens by setting the scene, with a detailed overview on the demographics of Generation Z and the different contemporary aspects which have influenced them as a generation, such as technology, climate change, sustainability, career prospects and social equality, among others.
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