Are Gen-Zers the Most Influential Generation For the Travel and Food Industries?

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Generation Z, or Gen-Zers, are people who are born between 1996 and 2010 and range in age from 10 to 25 years old. According to Forbes, “Gen-Z comprises 40 percent of total U.S. consumers, which amounts to a staggering $143 billion in spending power.”
 
Gen-Zers are the key to the future in more ways than one, and it’s important to know how to market to them to keep businesses healthy and the market strong.   This generation is
tech savvy and they have grown up with smartphones, tablets and the internet. 
 
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares key insights for marketing to Gen Zers.
 
What to Know About Gen-Z

• Trust in large institutions is on the decline from Gen-Z. According to Forbes, “two months of tracking saw a 10  percent drop in the average trust rating for 15 major institutions, the largest declines being with the police, U.S. government, criminal justice system, and the news media.”

 

• “Establishing transparency is key. As a generation raised alongside the growing tech sector, Gen-Z is definitely the most tech-savvy, meaning they know how to do their research. “They’re not afraid of doing a deep dive into your company’s history and seeing what you’re all about, so be sure to maintain honesty and transparency or it’ll be uncovered.” (Source:  Later Blog)

 
How to Reach Gen-Z
According to Forbes,” about half (49 percent) of Gen-Z gets the majority of their news through social media apps, as opposed to 12 percent who get it from TV.” So if you’re looking to get some news out to this generation, putting it on television is not the way to go.
 
Social media platforms such as Instagram, YouTube Twitter, and TikTok as marketing tools are the best and most efficient way to reach an audience such as Gen-Z, who is constantly using social media.
 
“Emphasize eye-catching visual content. When it comes to social media, 81 percent of Gen Z say Instagram and YouTube are their preferred social networks of choice. And when asked which networks Gen Z wants to see brands use more of, 56 percent said Instagram while 38 percent pointed to YouTube.” (Source:  Sprout Social)
 
How Will Gen-Z Help the Travel Industry?
With such great spending power, Gen-Zers are also posed to reinvigorate the travel and food and beverage industries after they both tanked during Covid. According to FINN Partners, “nearly two-thirds of Gen Zers are planning “revenge travel,”’ and as the generation least concerned with Covid, they’re most eager to get back on planes and trains.
 
Though Gen-Zers have the most spending power as a consumer as a whole, their individual spending power as a young generation is limited, meaning they’ll be looking for discounted and more affordable travel options. In addition, Gen-Z is concerned with the impact of travel on the environment, so they’ll also be looking for more sustainable and environmentally-friendly travel options.
 
“Contiki published a survey last year to determine the travel habits of Generation Z. They had 1,200 participants ranging in age from 18 to 35. Let’s take a look at the most relevant results for 2022:”  (Source:  Moonstride) Here are highlights from the survey

• “Sixty-seven percent would buy a mystery ticket without knowing where they were going until the day before.” (Source:  Moonstride)
• “Fifty-eight percent would travel even if it meant being quarantined upon their return.”  (Source:  Moonstride)
• “Free cancellation (86 percent) and the ability to change their mind (74 percent) are important factors in booking. “ (Source:  Moonstride)
• “Eighty-six percent are looking for one-of-a-kind experiences (food-related, safaris, stargazing…)” (Source:  Moonstride)

Gen Zers who have just graduated from college are creating their bucket list and checking things off as they embark on two, sometimes three trips in a year.
 
How Will Gen-Zers Help the Food and Beverage Industry?
 
As for the food industry, staying in touch with younger consumers is the key to keeping business growing into the future. Nutrition Insight calls Gen-Z the “lifeblood of the future,” as marketing to younger consumers are what keeps F&B (food and beverage) brands in business.
 
Gen Zers are influencing the food and beverage industries with these developments.
 

• “The growing importance of food delivery, as well as take-out, grab-and-go food and beverages, and other off-premise dining: (Source:  Nestle Professional)
• “The emergence of alternative concepts like meal kits, street food, pop-ups, food trucks, and other nontraditional venues.” (Source:  Nestle Professional)
• “The evolution of all-day dining formats that encourage any time of day convenience, expanded choice, flexibility for snacking and healthy options.” (Source:  Nestle Professional)
• “The development of such digital solutions as tabletop tablets, self-service ordering kiosks, takeout and delivery apps, mobile payment, and other Gen Z technology”(Source:  Nestle Professional)

It’s important to note that Gen-Zer are more conscious with their spending, as they’ve been through multiple economic stressors, and are more health and time conscious as well, opting for ready-made and on-the-go meals often fortified with nutrients.
 
Our travel and lifestyle public relations professionals are here to help savvy marketers reach Gen Zers who are coming of age.   Give us a call.
 
By Marley Merrihew at Allen Marketing Communications, Inc.
 

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