Tourism's Sustainability Pitch Needs to Be More Subtle for Gen Z
Photo Caption: CELITECH CMO Lauren Koenig, Ennismore Director of Sales Etienne Matichard and WeTravel Head of Partnerships Shayna Zand in conversation with WYSE Travel Confederation General Director David Chapman at ITB Berlin Dawit Habtemariam
Skift Take
Gen Zers don't care what tourism businesses say about their sustainability efforts. They just want to see it in their day-to-day experience.
Tourism businesses that talk about how sustainable they are won’t win points with Generation Z travelers. In fact, they run the risk of pushing them away, said Etienne Matichard, director of sales at Ennismore, a collective of 14 brands owned by Accor, during a panel this week at ITB Berlin titled “GenZ and the Transformation of Travel.”
Younger travelers are looking a
