Recommend August 2018 - 12

"
Generation Z has come of age in
the wake of an economic recession,
but also in a world that is more
globalized than ever-the result
is a generation of new travelers who
want to journey farther, have more
meaningful experiences, and dig
deeper into a culture's nuances.
But they are also very realistic
about the means of doing so.

"

-- Tiffany Harrison, Senior Marketing
Manager, STA Travel

12 august 2018

"
Sharing the Experience
Social media plays a role before, during
and after a trip for both Millennials and
Generation Z. They use social media to
decide where to take their next trip, whether
because an Influencer has been there or
because it will resonate on their feeds, and
for them it's second nature to share their
experience during and after the trip.
As travel advisor Samantha Schultz, a
Cruise Planners franchise owner, says,
"You have to go where your clients hang
out-Millennials love being on social media
sharing their lives with the world, attending
events and enjoying new experiences. There
is a massive influence from social media, so I
believe this trend will continue with future
generations as more platforms continue to
evolve. However, because Gen Z has never
known a world without technology and social
media, it's even more important to have a
presence; the challenge is that Gen Z can
be harder to target because they aren't as
engaged on platforms like Facebook, but are
very comfortable with Snapchat."
Emily Mikus, G Adventures' 18-toThirtysomethings brand manager, adds that
"Gen Z followers are more particular about

Millennials appreciate an
advisor who is relatable, who can
speak their language-someone
who knows what is trendy and
current, who is flexible in their
planning style, who knows how to
find the best prices in the market.
-- Allison Kobasky, Owner &
Co-Founder, Over the Moon Vacations

"

researchers who want to know they are
getting the absolute best price for something
vs. being value-driven." Gen Z travelers, she
adds, "are going on smaller-budget trips with
friends, or even solo backpacking trips."
Says Tiffany Harrison, senior marketing
manager for STA Travel, "Compared to
Millennial travelers, Gen Z travelers are
even more conscious of budget; they are
just as keen as Millennial travelers to
have authentic, localized experiences, but
they also want to make sure they're being
fiscally responsible about it." And with
Millennials now starting to have children,
they, too, are looking for great deals, which
is "one reason," according to Connie Miller,
v.p. of business development for Your
Travel Center/Montecito Village Travel,
"Millennials like using travel agents who
have access to certain upgrades and unique
experiences. They want to explore without
breaking the bank. They have worked hard
and want to have experiences to show for it."

who they choose to engage with. They are
shifting toward content that is more visual, as
everything is on their mobile devices. They
are doing travel research through social and
are heavily influenced by social media during
the trip inspiration and planning phases. We
think they are inspired by the opportunities
to experience places like some of their
favorite personalities on social media do, and
to then show those experiences off to their
friends to boost their own reputation."
STA Travel's Harrison notes, too, that
"being able to showcase their [Gen Z]
experiences in a visual format (think:
Instagram, Snapchat, YouTube) is one of
the main reasons they want to get out and
see a place for themselves. Like Millennials,
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Table of Contents for the Digital Edition of Recommend August 2018
