Marketing Travel to Gen Z: Include Safety, Flexibility and Sustainability in Your Messaging
Photo by RedCharlie
Marketing is an ever-changing industry, and adapting key strategies to different demographics is an important part of ensuring success. Gen Z is the new generation of travelers, and what appeals to them is very different to the generations that came before.
Travel marketers need to think about Gen Z and identify the trends that this generation of consumers will appeal to. Born after 1996, this age group is distinguished by being total digital natives, very comfortable with sharing their thoughts and ideas online.
Like everyone else, Gen Z has also been heavily impacted by the novel coronavirus COVID-19 pandemic that’s swept the globe since 2019. Marketing according to the following core concepts will speak to this target market directly and advertise traveling in a way that appeals to them and that they understand and assign value to.
The Importance of Sustainability
Sustainable tourism has become a vital part of travel. It speaks to economic, environmental, and social issues alongside a focus on enhancing travelers’ experiences.
Its main aim is to rescue potentially negative effects of holiday activities without sacrificing the enjoyment of visiting places of interest. There are three main principles, known as the Three Pillars of Sustainability, that marketers should address when advertising to Gen Z:
1. The Economic Pillar
This pillar traditionally refers to businesses being profitable so as to be sustainable. But, when it comes to sustainability, we apply the economic pillar to using money in a way that positively contributes to local economies. Marketing should focus on locally-run hotels, restaurants owned by members of the community, and district tour guides. Proof that the regional economy is receiving a boost from Gen Z travelers is vital.
2. The Environmental Pillar
This pillar focuses on negating negative consequences on flora and fauna from travelers. It includes minimising tourists’ carbon footprint, specifically in terms of air travel, packing, plastic waste, water usage, and not disturbing wildlife.
Travel marketing aimed at Gen Z should emphasise the importance of using reusables and focus on hotels and restaurants that not only recycle but are built from, and supported by, sustainable materials. Wildlife tourism can be touched on by promoting responsible tour operators who have a strong ethical approach to their business dealings.
3. The Social Pillar
This pillar relates to tourist’s impact on local communities and native inhabitants. This means that marketing material should aim at supporting businesses owned, employed, and supported by locals as well as charities, community tourism projects, non-governmental organisations, and social enterprises.
Marketers should be aware that Gen Zers are interested in becoming involved in these kinds of projects and want to be aware of who businesses are employing. Whether or not these people are being fairly paid and have safe working environments will also be important to this age group.
Prioritizing Safety from COVID-19
As much as the travel industry recognizes that people are rightly concerned about COVID-19 and staying safe, so should marketers. Advertising destinations should include information on how not only will guests be protected, but how the staff is being kept safe as well. Helpful data to include in any marketing consists of:
What enhanced cleaning procedures are in effect
What social distancing measures are enforced
The rules and regulations around masking of staff and guests
Whether or not contactless payment is possible
What the protocol will be in case a guest or member of staff becomes ill (e.g closing the room for proper cleaning and disinfecting to keep everyone else out of harm's way.)
In terms of vacation rentals, it pays to point out this kind of information. Mention if the owners have committed themselves to following public health guidelines like using gloves and masks when cleaning. And point out that the proper waiting period between guests is in place.
Other information to include in marketing material should be based on what travelers can do to stay safe. This includes disinfecting high-touch surfaces like countertops, desks, doorknobs, faucets, light switches, remotes, and tables themselves when they arrive. And washing cups, glasses, plates, and silverware before using them as well as after.
Generating Social Validation
Gen Z is very dependent on smartphones. They're in constant search of content that’s work-, personal, and travel-related. What’s influencing them the most is not branded information or the stock visuals that have worked in the past. The vast majority of consumers have reported that user-generated content that is organic plays a key role when it comes to them deciding where to head to on their next vacation.
Making this available in marketing streams pays, quite literally. Professionally styled images of the Great Wall of China, the Eiffel Tower, the Statue of Liberty, Christ the Redeemer, and the Tower of London aren’t cutting it any more. People want feedback from common folk who are offering personal experiences on social media networks and want to offer the same.
Know-it-All Apps
Marketing to Gen Zers about traveling is increasingly reliant on apps, both before, during, and after and this should be kept in mind when creating a marketing campaign. Gen Zers book their trips via apps, check in using them, and there are digital tours and guidebooks increasingly becoming available for most places around the world.
The aim is very much to make it easier for travelers to navigate their way around their bucket list destinations with ease. Digital experiences should play a key role in the marketing process. Virtual Reality videos can be used to give Gen Z travelers a sneak peek at what’s in store for them at specific destinations.
Where’s the best place to go? Are there any secret locations where you can get a fabulous meal for next to nothing? Are there any must-see historic sites? Travel marketers need to approach Gen Z with a clear strategy to develop positive, helpful, user-generated content, whether this is via their own customer bases or via relationships with influencers.
Staying Ahead With Marketing
Anyone involved with travel marketing in 2021 and beyond needs to have one eye on the landscape as it currently stands, and one on where it’s heading. Marketing now more than ever is built on authentic helpful content, a multi-channel approach, strong imagery, and an authentic voice.
Sea Going Green is a sustainable tourism consultancy working with clients to reach sustainability milestones to meet the demands of a growing segment of eco-conscious travelers like Millennials and Gen Zers.
Set up a call with us to see how you can appeal to new travel segments