This week we launched the latest report in our Skift Trends Reports service, Inside the Mind of the Gen Z Traveler.

Below is an excerpt from our Skift Trends Report. Get the full report here to stay ahead of this trend.

Step aside Millennials, travel brands are looking further down field towards the next generation of consumer – i.e. the hyper connected digital native born into a world of social networks, mobile computing, and sharing platforms. But does it really make sense to segment out yet another generational cohort?

Fresh data sets collected from Skift’s 2016 U.S. Traveler In-destination Behavior Survey suggest that there may indeed be some key behavioral distinctions between the maturing Millennial mindset, and those fresh to the world of travel. To gain a better understanding of what U.S. travelers do while on vacation, Skift collected comprehensive survey responses from 1,200 active travelers, asking about mobile technology usage inside and outside of the travel ecosystem, preferences in media consumption, and other aspects of their travel experience.

One key finding shows that Gen Z travelers have yet to develop their loyalties with travel brands. 25-35 year old travelers were three times more likely to associate loyalty with at least one travel brand, compared to those aged 18-24 (see figure). Much of this likely has to do with the fact that younger consumers are planning and booking their travel for the first time.

So what does that mean for travel companies looking to build effective marketing programs aimed at a segment that could generate as much as US$ 283 billion in international tourism spend?

Here’s our Skift Take: Get in early, understand how the Gen Z generation consumes media and the platforms they engage with; understand what they want out of their travel experience; gain a better sense of their relationship to mobile technologies. What you find will surprise you.

The following is a list of figures included in the full report, pulled from our ongoing primary research efforts aimed and deciphering the mindset of the modern day traveler:

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Figure 2: In your daily life, which of the following social media apps do you use most often? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 3: During this particular trip, would you say that you use social media more often or less often then when you are at home. Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 4: How many leisure trips did you take in the last year? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 5: How many days do you expect this leisure trip to last? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 6: Are you currently traveling alone or with others? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 7: Would you consider yourself loyal to any of the following travel brands? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 8: Do you actively participate in loyalty or frequent customer reward programs? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 9: Do you have an unlimited data package with your smartphone plan, or do you need to be mindful of data usage? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 10: Will you be using your smartphone to check in with work and emails on this trip? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 11: Do you currently have any of the following messaging apps installed on your smartphone? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

Figure 12: Are you using your messaging app or apps MORE OFTEN or LESS OFTEN during this trip? Data Source: Skift’s 2016 U.S. In-destination Traveler Survey Subscribe

 

Purchase the report to read the full findings, or subscribe to Skift’s Insider Community and gain access to our entire vault of premium travel market and industry research.