Gen Z, a generation raised on social media, are becoming avid travellers highly influenced by on-line content.
Recent Skyscanner research shows that 65% of Gen Z globally cite seeing the world as the most important way to spend their money. In fact, 52% say skipping meals out is worth it if it gets them closer to their next trip.
But while this generation is happy to skip meals, beauty treatments appear a non- negotiable, according to research from PassportCard.
. . . Pre-travel Trends
The research shows that 72% of Gen Z spends money on beauty or aesthetic treatments before a trip. More than half update their wardrobe, around one third spend more on skincare, hair or beauty products or start a fitness routine, and nearly one in five would consider cosmetic injectables or fillers before travelling.
Skyscanner research further backs this, with its study finding that 43% of Gen Z prioritising trips that look good on Instagram.
While Gen Z-focused tour operators can’t say how much their travellers are splashing out prior to travel, the impact of social media on trips has been noted. Contiki partner marketing director for Oceania Louise Levesque says social media is just part of how Gen Z travels now.
“People often arrive with a few spots already on their list because they’ve seen them on-line, whether it’s a restaurant, a viewpoint or a local experience that’s gone viral.”
Topdeck’s George Shuttleworth, echoes this sentiment.
“We are certainly seeing social media play a bigger role in the way Gen Z travellers plan their holidays,” he says. “ They’re using social media to discover local food, neighbourhoods and experiences before they even arrive, and they want to see if it lives up to the hype.” Shuttleworth adds that TopDeck is seeing a shift in the way Gen Z creates content while they’re travelling, becoming much more interested in capturing the fun, spontaneous moments.
“Whether it’s jumping on the latest TikTok trend together or sharing the unexpected moments that happen along the way, the content feels a lot more authentic than it did even a few years ago.”