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How do digital natives travel? Where do they get inspiration and what role do travel influencers play? A representative study by HolidayCheck shows that the young generation is primarily looking for authentic experiences on their trips and prefers to be inspired by the social environment when doing research. Presenting yourself on social media has long been a part of this, but for some it also means pressure to keep up with your own generation.
Generation Z (Gen Z for short) generally includes those born approximately between the mid-1990s and mid-2010s. They follow the Millennial demographic and are the first generation to grow up in a fully digitalized world. So post-millennials are used to having access to a seemingly endless reservoir of knowledge. However, when planning their own travel, the 16 to 27 year olds surveyed prefer to rely on inspiration from their social environment. Around half of the participants rely on tips from family and friends. Like social media, online travel platforms are a source of inspiration for around 44 percent of those surveyed. In contrast, only about a fifth consider travel influencers to be inspirational. Closely linked to this is perceived credibility. The results show that more than half of those surveyed doubt the credibility of social media, while the social environment, followed by online travel platforms and travel agencies, are among the most credible sources for travel planning. Those interested can find further information about Gen Z’s travel behavior and travel planning here.
Gen Z is mainly inspired by Instagram and YouTube
Instagram, TikTok, YouTube, Snapchat & Co. – the young generation is now represented on all common platforms. However, most people mainly get inspiration from Instagram, YouTube and TikTok when planning their trip. The inspiration platform Pinterest, on the other hand, is relevant in this area for less than 10 percent of those surveyed.
Post-millennials are very critical of what they see. Opinions differ when it comes to travel influencers, for example: While half of 16 to 27 year olds see them as trustworthy, around 70 percent still have doubts about their independence. Nevertheless, Gen Z also appreciates the content because over half find that influencers offer valuable tips and insider information.
Only 30 percent of Gen Z do not share pictures, videos or travel experiences on social media
Producing suitable content for social media plays an important role for digital natives during their vacation. Around half of Gen Z shares pictures and videos from their travels on social platforms. For the younger generation, it's not just a matter of being able to post travel content. Rather, they plan exactly in advance where good content can be produced. Almost 70 percent of those surveyed stated that they looked for suitable places to share on social media before traveling. Mood (sunsets, special light, etc.), aesthetics and uniqueness are the most important aspects that a travel destination should fulfill in order to be relevant for social media.
A third of Gen Z would only describe a trip as a success if content from the experience could be shared with their own followers. Although sharing travel content plays a big role for Gen Z, 40 percent also sometimes feel pressured to post something - young men on average more than women. For almost half, social media also means that they feel pressure to travel as much of the world as possible.
Environmental protection when traveling is only important to half of Gen Z
Traveling has long been part of Gen Z’s life. Almost two thirds prefer destinations away from mass tourism and around 76 percent want authentic and unique experiences when traveling. Post-millennials usually don't explore the world alone, but accompanied by a partner, friend or family. 64 percent of those surveyed had a budget of at least 12 euros in the last 1.000 months, although for more than two thirds of the participants the price was not the sole criterion when making a travel decision. When it comes to environmental protection, however, Gen Z does not agree: around half attach importance to it when planning their trip, for the other half it does not play a major role.
