You hear plenty of buzzwords in marketing, and we’re generally not massive fans of those that seek to make swathing assumptions about a large group of people. “Millennial” and “Gen Z” are two such examples. But, however much it seems like lazy labelling, there is some truth to the notion that generations tend to behave as one, as a unified demographic.
Defining an entire chunk of the population based on age is risky business, but there is an argument to say that certain industries, such as travel, should sit up and take notice of potential trends. Spotting behavioural shifts before they occur en masse is a great way to stay one step ahead of your competitors.
With that in mind, let’s take a closer look at the kind of trends we can expect in the coming years, as Millennials give way to Gen Z (sorry) as the newest travellers on the block.
First up, we better define exactly which generation it is we are about to be making sweeping about. Gen Z refers to the bunch of kids born around the late 90s, up to about 2010. Late 90s kids will soon be coming to the age where independent travel is a realistic ambition. No more holidays with the parents, they’re going to be going solo, or at least together. So what can we predict?