AND you thought Millennials were a handful. According to travel marketing firm MyTravelResearch.com, Gen Z, born after 1995, is a whole new ball game and travel entities need to adapt to their expectations different to generations before.
In her 20-minute Gen Z and Tourism Marketing presentation, co-founder Carolyn Childs explains that Gen Z – consumers in their teens – are 100 per cent digital natives grown up in an era of mobile devices and smartphones.
They are multitaskers with short attention spans, so marketers will have a much better chance of reaching them if they “game-ify” their offer. If marketers don’t grab them quick with their marketing pitch, they will lose them in a flash, warned Childs.
Heavily influenced by post-financial crash values, Gen Z members also like engaging with brands and new causes for the collective good. They respond well to visual media, can process information quickly and demand results immediately.
One of the challenges facing tourism marketing players trying to woo Gen Z members is how to market nature and outdoor experiences to a generation for whom “playing in the street has gone”.
For greater insight into marketing tourism to the Gen Z consumer, watch Childs’ video here.
