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CONNECTIONS


CONNECTIONS LUXURY VENTURED TO IRELAND’S POWERSCOURT HOTEL IN MAY. ROSE DYKINS REPORTS


DOES LUXURY TRAVEL NEED TO ADAPT TO GENERATION Z?


Luxury travel firms need to adapt to the fast-paced nature of Generation Z who have shorter attention spans and are more entrepreneurial, delegates at Connections Luxury claimed. A session at Connections Luxury in Ireland debated the importance of evolving products to meet the needs of Generation Z (those born between about 1995 and 2005). According to research from travel trend forecasting agency Globetrender Magazine, which hosted The Knowledge round- tables at Connections Luxury in Ireland, this generation are more realistic than millennials (those born between about 1980 and 1995), having lived through the financial crisis. Other traits discussed included the younger age group’s concerns about the environment and the economy, an increased level of curiosity, and their expectation to be able to book all aspects of their travel online – whereas millennials still make use of travel agents. “Generation Z want everything instantly, whereas the


whole idea of luxury is to relax,” said one participant. “So I think we need to adapt and create something new.” Delegates were urged to harness 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 said it was important for businesses to match their strategy to their audience and not worry about other factors.


84 — aspire september 2017


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