Skift Take
While most members of Generation Z have yet to make a substantial income, they are having unexpected influence over family travel decisions. That's why travel marketers need to start paying attention to this new generation of consumers. Sorry, millennials.
According to Digital Tourism Think Tank, Generation Z will account for 40 percent of all consumers by 2020. Of course, a lot of them won’t have a heck of a lot of money to spend, given that the oldest of the lot have just reached their 20s. (The inception of Gen Z seems to be a matter of debate, with start dates ranging from 1995 to 2000.) Even so, while they are young — and mostly poor — they are having a big impact on luxury travel.
What makes members of Gen Z so different from prior generations? They literally grew up with technology in hand. That technology, and social media outlets like Instagram and Snapchat (Facebook is so old school) and platforms like YouTube, have exposed them to a world of destinations and experiences at a very early age. As a result, according to data gathered by Expedia Group Media Solutions, Gen Z is more likely than any other generation to travel outside the United States, with most favoring off-the-beaten path destinations.
Family Vacation
While Gen Z is not paying the bills, it is most certainly influen
