Generation Z: does luxury travel need to adapt?


Delegates at Connections Luxury in Ireland debated the importance of evolving to meet the needs of Generation Z – those born between approximately 1995 and 2005, the generation after millennials. According to research from travel trend forecasting agency Globetrender Magazine, who hosted The Knowledge roundtables at Connections Luxury in Ireland, Generation Z are more realistic than millennials, having lived through financial crises. They have shorter attention spans, are more entrepreneurial and more globally-minded. Other traits discussed include Generation Z’s concerns about the environment and the economy compared to their predecessors, their curiosity and their expectation to be able to book all aspects of their travel via the internet – whereas millennials still make use of travel agents. “They want everything so immediately, when the whole idea of luxury is to relax and enjoy,” said one participant. “So I think we need to adapt and create something new.” Suggestions included harnessing technology to make authentic, high-end experiences more spontaneously available and bookable for the latest generation of luxury travellers. However, one delegate said: “My target is the 40-plus market, and so I haven’t thought about changing to adapt for Generation Z. I’ve no idea how to even begin to look at things like bookings via Instagram, for example. I think it comes down to your own individual business.” Another agreed: “We’re all looking at this supposed pot of gold. We should instead focus on the people in that age group who want to travel the same way that their parents did – staying in good hotels, having the best service – and there are some. The rest can go online.” Others felt that the idea of catering to a singular demographic is not applicable to luxury travel. A delegate said: “Mass audiences are a thing of the past, it’s now about matching the right audience to your product.”


Snapchat: gamechanger or gimmick?


Delegates at Connections Luxury in India were asked to assess Snapchat’s potential for shaping the luxury travel industry. As part of Connections’ roundtable discussions, delegates were presented with Snapchat Spectacles and information about Snapchat’s capacity to reach new audiences in new ways.


Unlike Facebook, which focuses preserving memories, Snapchat is a “self-destructing” message app. Users create photos and videos that show their followers something that is happening right now, can only be seen for a limited time before the disappear forever. Delegates were presented with case studies about current Snapchat campaigns in the travel industry, and some facts about its reach.


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Of Snapchat’s 160 million daily users, 45 percent of them are aged between 18 and 24. The app is also expected to overtake Pinterest and Twitter in terms of total unique users in the United States.


Overall, participants at Connections Luxury in India agreed that Snapchat has scope for marketing within the luxury travel industry – such as the potential to showcase natural beauty of destinations, or to push real-time, transient offers to customers, generating excitement and a sense of urgency to purchase.


Others were less impressed with the app, and felt it was a “passing fad” which will be replaced by another social media craze.


Delegates agreed about the need to explore new technologies in order to future-proof their businesses, particularly when it comes to understanding Generation Z.


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