Generation Z (Gen Z) holds immense potential for the travel and tourism industry, with their distinctive viewpoints – influenced by technology – social awareness, and a craving for genuine experiences, transforming their motivations and methods of travel.
“The tourism industry is markedly different to what it was just a few years ago – each generation of travellers puts their distinct stamp on the industry,” says Chaiwat Tamthai, director of the Tourism Authority of Thailand in Dubai for the Middle East and Africa.
“Generation Z is particularly distinctive in that they’ve grown up in a time of unparalleled change – they are digital natives who have lived through economic recessions, pivotal social movements, technological innovation and most recently, the Covid-19 pandemic.
“As tourism industry leaders, getting to grips with some of these formative trends is the key to building a sector that is positioned to welcome these travellers to new and exciting experiences.”
Green Travel
Young travellers are seeking tourism opportunities with a low carbon footprint that respects the environment and local communities, a trend that is particularly strong among South Africans.
According to a Flywire survey, 87% of local travel providers have noticed an increase in clients requesting sustainable travel options. Additionally, 49% of travellers have shown interest in eco-friendly accommodation.
This trend is especially prominent in destinations known for their environmental consciousness, such as Thailand, which offers a variety of eco-friendly travel choices.
Search for Authenticity
Even in our high-tech world, young travellers seek authentic experiences that immerse them in local culture and lifestyle. Gen Z is less likely to be attracted to popular tourist spots and more inclined to explore off-the-beaten-path destinations.
Their pursuit of authenticity often leads them to prefer homestays, boutique hotels, and activities like cooking classes and cultural festivals.
“Some of these include joining local farmers in rice plantations, hand-weaving crafts like baskets and cotton goods, embarking on a cultural exchange with a local host family or getting involved with a community-based tourism project.
These kinds of opportunities can be richly rewarding and memorable and allow visitors to take a piece of authentic Thai magic home with them,” says Tamthai.
Digitally Driven Choices
Gen Z is the first generation to grow up with smartphones and social media, making digital technology an integral part of their travel experiences and choices.
They heavily rely on apps and online platforms for everything from booking flights and accommodation to discovering local attractions and restaurants.
Social media significantly influences their choice of travel destinations, with 60% of South Africans finding inspiration on platforms like Instagram and TikTok, according to the Expedia Group.
A Booking.com study found that almost 40% of young travellers heavily depend on peer reviews from social media influencers and celebrities when deciding where to go, what to do, and what to eat. Moving forward, social media will become an increasingly crucial touchpoint for engaging these tech-savvy travellers.
Prioritise Holistic Health
Gen Z is focused on holistic well-being, emphasising personal fitness, mental health, and social awareness. This trend intensified after the pandemic, as many young people sought travel experiences that support their overall wellness journey.
Destinations like wellness spas cater specifically to these travellers. In Thailand, for instance, many spas offer comprehensive programmes and retreats designed to rejuvenate the body, mind, and spirit, beyond traditional massages.
As predicted by Tamthai, wellness tourism will continue to attract young people, shifting from a niche market to a more mainstream pursuit.
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Source: Tourism Authority of Thailand in Dubai for the Middle East and Africa
