United Kingdom
United States
Asia Pacific
Generation Z ‘won’t book with firms that don’t offer responsible travel’
Holiday brands targeting young travellers must have a responsible travel policy, according to Anna Fawcett, global head of marketing of youth specialist Top Deck.
She said Generation Z, those under 25 years old, are more eco-conscious than older generations.
Speaking at the Generation Travel event hosted by creative and media agency eight&four, Fawcett said: "Brands in the youth market need to stand for something.
"We’re having people call up and ask us what our responsible travel policy is. Gen Z expect it. If you aren’t doing it, they won’t choose you."
Fawcett also said youth brands who worked with ‘influencers’, such as bloggers, need to make sure they’re authentic.
"Millennials and Gen Z are very cynical, so if one day your influencer is touting your competitor, then they are with you and the next day they are selling slimming tea detox – your audience is going to know it’s not real and it’s advertising," she said.
The Generation Travel Survey of 2,000 people commissioned by eight&four found that while almost a quarter find it quicker and easier to book via a travel agent, 26% think they’re more expensive than other booking channels.
Icelolly chief executive Richard Singer said travel agents need to add value to the booking process rather than focusing on ‘bucket and spade’ business that can easily be made online.
Singer cited the success of a member of Travel Counsellors who he met recently, saying she had single generated £3 million worth of bookings by acting more as a personal concierge than a traditional travel agent.
"Nobody adds value if you’re just taking a booking that can be done online," said Singer. "It’s that reassurance, that personal service you get from an agent like a Travel Counsellor, and you pay a premium for that."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
EU airports bring back 100ml liquid rule
British Airways passengers endure 11-hour 'flight to nowhere'
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Co-pilot faints, easyJet flight issues ‘red alert’
Gatwick braces for strike