Lindsey Roeschke

Reaching Gen Z is a distribution problem, resonating with them is a product problem. Few travel brands have figured out which one they actually have. Those that haven't are already losing ground — they just can't see it in the numbers yet.

For years, the travel industry has coasted on millennial devotion. When it comes to connecting with Gen Z, brands are going to have to work harder.

We take for granted that Gen Z's will be just as avid travelers as their older Millennial peers; that might be a bad assumption. Gen Zs still like to vacation but our new research shows that financial anxieties weigh heavily on these younger travelers.