Tourism's Sustainability Pitch Needs to Be More Subtle for Gen Z
Skift Take
Gen Zers don't care what tourism businesses say about their sustainability efforts. They just want to see it in their day-to-day experience.
Tourism businesses that talk about how sustainable they are won’t win points with Generation Z travelers. In fact, they run the risk of pushing them away, said Etienne Matichard, director of sales at Ennismore, a collective of 14 brands owned by Accor, during a panel this week at ITB Berlin titled “GenZ and the Transformation of Travel.”
Younger travelers are looking a
