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Gen Z Travelers: More Open to Influence and Inspiration Than Other Generations

November 14, 2018 GMT

BELLEVUE, Wash.--(BUSINESS WIRE)--Nov 14, 2018--New insights released today by Expedia Group™ Media Solutions, the advertising arm of Expedia Group, illustrate the behaviors, attitudes and influences of younger travelers around the world, and shine a light on how Generation Z is redefining the rules of engagement for travel marketers. Presented at The Phocuswright Conference, the findings reveal that Gen Z are deal-driven, frequent travelers who embrace the YOLO (you only live once) mentality and have a passion for activities and bucket list experiences.


Gen Z travelers are taking 2.8 leisure trips per year, which is just behind Millennials (3 leisure trips per year), indicating that travel is already a priority for this generation. Seeking the best deals and most value for their money is universal amongst travelers of all ages, but especially for Gen Z, who are not yet or just starting to be financially independent – and may still be spending mom and dad’s money. Today, Gen Z are heavily influencing family travel decisions, and in the coming years, as more Gen Z enter the workforce and increase their disposable income, their prioritization of travel and growing budgets will unlock myriad opportunities for marketers.

“Like their Millennial predecessors, Gen Z are prioritizing travel, but they are much more receptive to inspiration and information, and more reliant on their smartphones at nearly every stage of the purchase journey than other generations,” said Lisa Lindberg, Vice President of Product Management, Expedia Group Media Solutions. “As the first fully digital generation, Gen Z travelers can be influenced by social media and advertising, especially appealing images and deals, so marketers should implement a content-rich, mobile-friendly and multiplatform approach to successfully reach this valuable audience.”

Destination Indecisive with Diverse Trip Preferences & Priorities

Opportunities Abound for Inspiration & Influence

Burgeoning Bleisure Travelers

Key Takeaways


For more data and actionable insights that marketers can leverage to reach Gen Z and Millennial travelers, and to view the full “A Look Ahead: How Younger Generations are Shaping the Future of Travel” research, please visit: bit.ly/gen-z-research. Check out our  blog  and connect with us on  Twitter  and  LinkedIn  for more travel trends and insights.

About Expedia Group Media Solutions

Expedia Group™ Media Solutions, the advertising arm of Expedia Group, offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.

Trademarks and logos are the property of their respective owners. © 2018 Expedia, Inc. All rights reserved.

View source version on businesswire.com:https://www.businesswire.com/news/home/20181114005361/en/

CONTACT: For Expedia Group Media Solutions

Ashley Goncena




SOURCE: Expedia Group Media Solutions

Copyright Business Wire 2018.

PUB: 11/14/2018 02:45 PM/DISC: 11/14/2018 02:45 PM