At KLEBER GROUP, defining target groups in the German-speaking travel market is a key element of our daily work in developing and refining communication strategies. Increasingly, clients are seeking specific advice on how to capture the attention of the youngest generation of travellers: Generation Z.
Generation Z, born between the mid-1990s and early 2010s, is reshaping travel and luxury consumption. This generation is characterised by a heightened awareness of health, self-care, and value-based decision-making. In this blog post, we take a closer look at what this new generation is bringing to the table and how their behaviours are influencing the travel industry, from budget to luxury travel.
Defining Gen Z Travellers
There is a wide age range within Generation Z: the oldest members are now in their mid to late 20s, while the youngest have just celebrated their 13th birthday. A large portion of this age group is therefore on the verge of entering the workforce or is in the early years of their careers. Generation Z is the first to be born into the digital age and is widely recognised as having an intuitive knack for everything related to technology. An unprecedented online presence, incredible growth in the tech world, and increased global awareness collectively contribute to shifting values, expectations, and travel trends among young consumers. Generation Z is actively redefining what it means to travel. Understanding their specific needs is essential for grasping the future of the tourism and travel industry.
How to Travel Like a Gen Z
Travel is a significant part of the Gen Z lifestyle, with 42% planning to travel at least three times a year for leisure. However, according to the Simon-Kucher Travel Trends Study, Gen Z has drastically reduced their travel budget by 14% in 2024; nevertheless, they still travel 4.5 times more frequently than Baby Boomers, often opting for shorter trips of less than a week. Twenty-five percent of Gen Z travel alone at least twice a semester, as digital services and booking platforms now make it easy to discover activities and connect with others in unfamiliar places.
German Gen Z-ers particularly enjoy a mix of outdoor adventures, cultural experiences, and social media engagement, often blending these interests with their travel habits. They are especially drawn to vibrant and affordable destinations in Southern Europe, such as Spain, Italy, and Greece, as well as Eastern European cities like Prague and Budapest for their historical charm and cost-effectiveness. Scandinavian countries also appeal to them for their stunning natural landscapes and focus on sustainability. Major urban centres like Amsterdam, Berlin, and Paris attract Gen Z travellers with their rich cultural offerings and dynamic city life, providing ample opportunities for social media content creation. Sustainability is a key concern, with 70% considering and prioritising eco-friendly travel options, including accommodation and transportation.
Gen Z on the Road: How Their Travel Behaviour Differs from Other Generations
According to the Simon-Kucher Travel Trends Study, German Gen Z travellers have the shortest average trip duration at 6.5 days, compared to Millennials (7.7 days), Gen X (8.8 days), and Baby Boomers (9.5 days). As travellers, they prioritise flexibility, favouring shorter trips while exploring multiple destinations and creating diverse social media content. They often travel by car, train, or budget airlines. Low-cost carriers like Ryanair, EasyJet, and Eurowings are popular due to their affordability, with a 2022 survey by Eurowings indicating that 60% of German Gen Z travellers prefer budget airlines. Car-sharing services such as Share Now and Sixt are also in demand, especially for road trips and exploring off-the-beaten-path locations. According to a 2023 Statista report, about 40% of German Gen Z travellers use car rentals or car-sharing services. The Simon-Kucher study reveals that for 43% of Generation Z, the activities offered at the destination are crucial for their booking decisions, compared to just 23% of Baby Boomers. Furthermore, the study surprisingly shows that Gen Z travelers place over three times as much value on loyalty programs as Baby Boomers do.
Attracting Gen Z: What Travel Providers Should Know
Generation Z draws significant travel inspiration from digital platforms and media. Over half (53%) of Gen Z travellers rely on social media for leisure travel recommendations, second only to suggestions from friends and family. Additionally, 70% of them have chosen to visit a destination after seeing it featured in a TV show, news report, or film, demonstrating the power of media in shaping their travel choices. TikTok also plays a key role, with 29% being influenced by the platform in 2023 to visit specific destinations. Many Gen Z travellers seek unique experiences, with 70% actively looking for off-the-beaten-path adventures unfamiliar to their family or peers, and nearly half (47%) planning trips around specific culinary experiences, such as visiting a particular restaurant.
When it comes to booking, Generation Z favours convenience, with many opting to use online travel agencies (OTAs) for their trip planning. A significant portion (35%) finalises their travel plans less than a month before departure, reflecting a preference for spontaneity. Despite their independent approach, nearly half of Gen Z still rely on financial contributions from their parents to cover travel costs. This highlights the balancing act between independence and reliance that defines their travel behaviour.
This generation prefers brands that are transparent about their environmental impact and ethical sourcing, heavily influenced by digital platforms like Instagram and TikTok. They seek experiences over material goods, valuing unique and memorable events. Personalised and customised products appeal strongly to them, aligning with their desire for bespoke offerings. Despite financial constraints from economic uncertainties and inflation, Gen Z’s commitment to travel remains strong, with an average annual spend of €1,200 on travel. Their preference for shorter, flexible trips maximises experiences and content creation opportunities.
The Gen Z Luxury Revolution: What Luxury Travel Providers Should Know
Gen Z is particularly significant for luxury travel providers as they gradually enter the workforce and their purchasing power continues to grow, positioning them as a dominant consumer group. Already, Gen Z’s influence is driving the emergence of four major trends that are reshaping the foundations of luxury and giving rise to what is now known as “The New Luxury.”
As digital natives, they are highly engaged with online media, making them responsive to social media marketing and influencer partnerships. They value authenticity, sustainability, and social impact; while they are cost-conscious, their decisions are driven more by experiences and values than by price.
Additionally, their savings behaviour is noteworthy, with 91% of 18 to 24-year-olds saving primarily for education, travel, and home ownership. This generation’s approach to luxury consumption and travel demonstrates a blend of practicality and pleasure, setting a new standard for future generations. Luxury travel brands must adapt their strategies to meet their tech-savvy, value-driven preferences, reshaping the market in the process.
Conclusion
For travel providers aiming to attract this target group, it is essential to be prepared for changes in travellers’ priorities. Whether it’s New York or New Delhi, Generation Z travels differently. Offering flexible travel packages, promoting eco-friendly options, and integrating social media-friendly experiences can help capture Gen Z’s attention. The significance of a robust social media presence, effective online communication, and a personalised approach to customer service and support cannot be overstated when engaging Generation Z customers.
How can KLEBER GROUP help engage the Gen Z target audience?
Our 360-degree methodology places target groups like Gen Z travellers at the centre, empowering travel providers to build authentic connections with their ideal audiences through an integrated communication strategy across Earned, Paid, Shared, and Owned media. We provide a comprehensive solution—from strategic consulting to digital services—covering all market needs. For Gen Z, the emphasis is on a robust digital presence, personalised experiences, and sustainable, interactive messaging that aligns with their expectations for authenticity and real-time engagement, fostering lasting brand loyalty.
Sources Used:
TravelPerk. (n.d.). Gen Z Travel Statistics & Trends. Retrieved from https://www.travelperk.com/de-ch/blog/gen-z-reisestatistiken-trends/
Euromonitor. (n.d.). Five Ways Gen Z is Transforming Luxury and Fashion. Retrieved from https://www.euromonitor.com/article/five-ways-gen-z-is-transforming-luxury-and-fashion
Statista. (n.d.). Survey in Germany on the Age of Luxury-Oriented Consumers. Retrieved from https://de.statista.com/statistik/daten/studie/939205/umfrage/umfrage-in-deutschland-zum-alter-der-luxusorientierten-konsumenten/
Simon-Kucher. (n.d.). Travel Trends Study: Generation Z Shakes Up the Travel Industry. Retrieved from https://www.simon-kucher.com/de/wer-wir-sind/newsroom/travel-trends-studie-generation-z-wirbelt-reisebranche-auf-der-klassische
WirtschaftsWoche. (n.d.). Expedia Study: Gen Z Takes Fewer Vacations than Baby Boomers. Retrieved from https://www.wiwo.de/adv/presseportal/expedia-de-expedia-studie-gen-z-nimmt-weniger-urlaub-als-baby-boomer/29872600.html
https://www.travelperk.com/de-ch/blog/gen-z-reisestatistiken-trends/
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