Millennials and older Gen Zs are focus for travel marketing

Millennials and the older members of Gen Z will receive added focus from travel professionals over the next 12 months, according to a survey at last week’s World Travel Market.

A survey of more than 250 people by PR and creative content agency, The Lucre Group, found over 86% of travel professionals recognise this demographic as a priority within their marketing efforts.

Social media channels (over 70%) will be the first platform prioritised to reach them, followed by digital advertising (68%) and public relations (63%).

The survey also confirmed that the biggest trend and growth opportunity next year will be in sustainable and green tourism, with 80% of those polled saying sustainably-sourced goods and services need to be a key priority.

A further 76% cited the reduction of plastic as an important concern in offering environmentally-friendly holidays.

WTM professionals are predicting that unsustainable travel will decline during 2020 in line with the continuing rise of conscientious travellers.

Holidaymakers will prioritise more eco-friendly modes of travel, alongside frequency and distance, whilst actively seeking more ‘off the beaten track’ and ‘authentic’ experiences.

With further political and economic uncertainty surrounding Brexit and a potential global slowdown, staycations are expected to flourish, particularly those aligned to wellness.

Over 60% of professionals surveyed are taking steps to enhance their UK-based products both in volume and aligned to the upward trend for wellbeing.

These include anything from adventure and self-improvement activities such as detox breaks, skills tours and yoga retreats, to immersive experiences.

"This latest study affirms that ‘green’ is increasingly on everyone’s agenda but in my view the true challenge for many businesses is to deliver programmes which are commercially viable and, therefore, by their very nature sustainable," said Tamarind Wilson-Flint, Lucre co-founder and director.

"In addition, delivering a reasonably priced product can for a variety of reasons can be difficult which means that for many travellers it sits beyond their price bracket, particularly when venturing further afield. With the emerging influence of Gen Z and Gen Alpha, the travel and leisure sector will increasingly be forced to infuse environmental programmes within their operational approach and product offering as a matter of course. In doing so they will have to adapt to a more ‘values-based’ proposition whilst always keeping an eye on affordability.

"The influence and affluence of Gen Z is predicted to be more powerful than any previous audience and this January we will unveil a new study commissioned in conjunction with ResearchBods on their behaviours and motivations."