One of the factors that most influences are the demographic changes in society, which generate effects on the behavior habits and consumption of tourists. Each population generation has its tastes and needs, according to the context in which their lives have developed.
In this article I will analyze the main characteristics of the younger generation, Generation Z (which is also called Centennials) and how they can influence the transformation of the tourism sector worldwide.
Although Millennials are still the generation with the most marketing studies, since it is estimated that by 2025 they will represent 75% of the workforce, Generation Z already accounts for 25.9% of the world’s population (about 2,000). millions of people …) and will soon be the object of desire of all international brands (including those in the tourism sector).
How are the Centennials
Although they still share some behavioral patterns with the previous generation and it is difficult to categorize or label an entire generation (with 15 years of age between them and geographical differences), there are already some elements that begin to define them and that allows us to glimpse a way of understanding life different from Millennials.
These young Centennials have grown up in the midst of the global economic crisis, with the permanent threat of international terrorism (which reaches anywhere on the planet) and the worrying consequences of climate change.
They are more realistic and cautious than Millennials. They have a more critical spirit, are less inclined to cultivate the ego and are moved by justice as a universal value.
They have much more internalized human diversity, which they take as something very normal. In fact, what surprises them most is when diversity is lacking.
Centennials as consumers
They have changed their way of relating to brands and companies. They force these to be more empathetic and to personalize their products and services around their tastes and needs.
They do not like customer service by telephone. They prefer online chats or chatbots (virtual assistants).
They are difficult consumers to conquer because they are more critical and analyze more factors when making a purchase decision.
They look for brands to add value and fit their lifestyle and values.
They are interested in the collaborative economy that generates value among users.
They prefer handmade products to those manufactured in a massive way.
Young people of generation Z do not want to be the passive subject of brand marketing. In general, they are quite skeptical about them.
They want to produce their own content and for that they use websites and applications such as YouTube, Vine or Playbuzz.
The reach and frequency metrics are no longer as relevant with this generation. The important thing is the commitment and the promise that the brand offers them and the development of conversations with their clients. For this, it is essential to generate good content, which is relevant to our target audience and make our audience involved.
Some brands, to win the trust of Centennials are including consumer in the process of product design. Nike already allows designing the shoe for its clients and Starbucks develops personalized recipes based on the tastes of its customers.
We must remember that children begin to become aware of the existence of brands when they are 2 years old and after 3 and a half they begin to relate brands with their personality.
So, even the tourism sector will see the change as Centennials will visit places not on their face value but after researching the facts and figures unlike earlier generations. They will go after the experience that they will have after reaching a place.