The modern-day youth, the future of tomorrow, brings a unique twist to vacation planning. Generation Z, born between the mid-90s and mid-2010s, is often seen as environmentally conscious and socially mindful. But just how eco-friendly is their travel behavior, and what exactly inspires their trip choices? HolidayCheck, an online platform, listened to 1,000 16 to 27-year-olds in October 2023 and delivered some intriguing findings.
Contemplate nature or partake in authentic experiences? Half of Generation Z sees environmental protection as a deciding factor when picking a travel destination. However, their primary goal is to immerse themselves in an authentic and unique adventure, away from the hustle and bustle of mass tourism, a preference shared by 76 percent of respondents.
Solo travel does not appear as appealing to this cohort compared to their elders. Instead, they enjoy discovering the world alongside friends, family, or their significant other. And what's travel without some influence?
But it's not just immediate acquaintances that hold sway. Around half of the 16 to 27-year-olds rely on the opinions of loved ones when selecting their vacation locales. If your BFF isn't a fan of a trip to Majorca or the Swabian Alps, don't expect these places to make it onto your bucket list.
Online platforms and social media serve as inspiration for the digital generation, though to a lesser extent. About 44 percent consider these sources helpful when planning their trips. And as for influential personalities on Instagram, Twitter, and the like, they only have an impact on travel planning for one-fifth of Generation Z. This stirs concerns as to the independence and credibility of these digital personalities, according to 70 percent of surveyed Gen Zers.
Despite their reservations, nearly half of the digital natives transform into influencers themselves during their travels and share their experiences via TikTok and Instagram. To ensure their content is environmentally agreeable, enough for their followers' liking, an astonishing 70 percent carefully select "instagrammable" locations in advance, a term referring to attractive, photogenic places that capture social media attention. Up to one-third even subscribe to the notion that a successful trip depends on obtaining photogenic material for their social networks.
Overall, the survey by HolidayCheck suggests that while Generation Z isn't necessarily more eco-friendly in their travel choices, they are under greater influence from social media when sketching out their travel plans compared to older generations. Maybe it's time to heed advice from the old guard in the vacation sector, pause the phone gaming, and simply relish in the moment – not for the benefit of others, but for our personal enjoyment.
