How does social media change the way young people travel?

Social media is increasingly becoming an important source of inspiration, driving the development of the tourism industry, especially with Generation Z, known as the group of people born from 1997 to 2012.

Generation Z Trends

Generation Z, or Gen Z, is becoming the primary international travel demographic, and social media plays a major role in inspiring both Generation Z and Millennials (born between 1981 and 1996). Both generations frequently use social media to seek travel information and inspiration.

The American Express survey also found that Instagram is the most popular social media platform for both Gen Z and Millennials, with 46% of users claiming that Instagram content influences their booking decisions, followed by Facebook (34%) and TikTok (29%).

Meanwhile, Klook's research also shows that social media is where many Gen Z travelers in the Asia- Pacific region find inspiration for their travel itineraries.

“For this group of people, when gathering travel information, they tend to use more traditional means and when booking tickets, they often turn to travel agencies,” says Tatyana Tsukanova, research associate at EHL Hotel Business School in Switzerland.

The influence of popular culture

Pop culture is also a big source of inspiration for the younger generation. TV shows, movies, and news all contribute to the desire to travel for Gen Z and Millennials. According to American Express, 70% of both generations said they are often inspired by media content when deciding to visit a particular destination.

Movie context influences Gen Z's destination decisions

Destinations featured in films such as "The Lord of the Rings" and "Emily in Paris" have become popular tourist destinations, according to Lionel Saul, a visiting lecturer at EHL Hotel Business School. The appeal of films such as "Crazy Rich Asians" has also significantly increased tourism interest in Singapore and Malaysia.

New travel habits

The shift in Gen Z’s travel habits is clear. They prefer to create valuable content on social media, focusing on experiences rather than consumption. This is especially true in countries like India, the Philippines, and China.

Tsukanova stresses that this shift is showing that truth and authenticity are important to Generation Z. Younger travelers today tend to want unique experiences, contribute to local communities and show concern for the environment.

These changes are not only evident in their attitudes towards travel but also in their willingness to pay to support travel purposes or to travel without negative impacts on the environment.

Social media is not only an information tool but also a source of inspiration and change in the travel habits of Generation Z and Millennials. Their search for unique experiences, support for the community and concern for the environment are gradually shaping their travel behavior, creating positive contributions to the tourism industry.

(According to 24h, December 17, 2023)

Source