Generation Z is stepping into the spotlight, and they’re changing the way we think about travel. Born between the mid-1990s and early 2010s, this cohort is highly connected, socially conscious, and values experiences over material goods. For travel agents, cracking the Gen Z code means understanding what drives their travel decisions and how to speak their language—literally and figuratively.
First, sustainability matters to Gen Z. This generation grew up in the era of climate change awareness, and they care deeply about the planet. They are more likely to choose eco-friendly destinations and accommodations that prioritize sustainability. To appeal to this audience, emphasize green travel options—whether it’s an eco-lodge in Costa Rica, a wildlife conservation project in Africa, or a low-impact tour of a European city.
Next, remember that Gen Z is the most tech-savvy generation yet. They grew up with smartphones and social media, so you’ll lose out if your online presence isn’t up to par. Plain and simple. Ensure your website is mobile-friendly, your booking process is seamless, and your social media profiles are engaging. Instagram, TikTok, and YouTube are key platforms where Gen Z consumes content, so share visually compelling travel experiences that inspire wanderlust. If TikTok is not your thing—look to Fiverr to hire someone who can do it for you. Or maybe look to a local school for an intern. With remote work, talent is everywhere!
Gen Z travelers value authentic and immersive experiences. They want to connect with local cultures, participate in volunteer tourism, and seek out adventures off the beaten path. Highlight unique experiences beyond the typical tourist itinerary, such as a homestay with a local family or a hike through lesser-known natural landscapes.
To capture this market, speak their language. Focus on authenticity, sustainability, and technology in your marketing. Offer personalized experiences that align with their values, and don’t be afraid to be creative. My youngest daughter is Gen Z, and while I was doing package tours with Apple Vacations to Cancun at her age, she is far more of a world traveler than I ever was. And you know wat? Like her old man, she uses an agent!