Forget Millennials. It’s Generation Z (those born in the late 1990s) who are about to change the way we work, play and travel. These “new kids on the block” already make up a quarter of the world’s population and by 2020 will account for 40% of all consumers. Before you know it, they’ll be the decision makers in your industry.
So, how are you planning to give them what they want, especially when they want it all, and when they want it all right now?
Immediacy and personalisation
Gen Z has never known life without the internet or social media. They have grown up with smartphones and tablets, with content tailored to their interests and needs. This generation takes personalisation for granted and will want the same when it comes to their business trave.
As skilled self-educators, Gen Zs like to be in total control of their choices, preferring to make their own travel arrangements – particularly embracing the sharing economy. The good news for businesses is that this generation is fiscally responsible and will opt for more affordable flights and accommodation to stay longer in a destination and experience more of it. Your organisation can meet this need by introducing greater choice into company travel policies, and encouraging bleisure add-ons to business trips.
Authenticity and transparency
Because Gen Z is adept at finding information, they don’t respond to canned, overproduced or traditional ideologies – whether in their working environment, online or on holiday. On their travels, they want to live like a local and immerse themselves in a destination in a more authentic way, which means that bleisure, in the traditional sense, will more than likely give way to the concept of the “appren-trip.”
Connectivity and communication
Technology is not just second nature to Gen Z; it is an integral part of who they are. Gen Z has been hyper-connected to the internet since birth, so being connected for them is not a desire – it is a necessity. Additionally, they consume information faster than any other generation, so communication between companies and their Gen Z travellers will need to be ultra-brief updates and more frequent. This means that instant messaging will not only dominate communication but also shape how travel management companies manage transactions and customer service.
While these future innovators are set to change the business landscape through digitalisation, they also prioritise the value of real human connections and favours face-to-face interactions. Heads up for organisations: these employees will want to travel more in order to meet this need.
Encourage sustainable and responsible travel
Gen Z wants to make a difference. On their travels, they want to live like a local and immerse themselves in a destination in a more authentic way, connecting with people they don’t know and contributing to social and environmental sustainability.
Want to talk about next gen business travel processes? We’ve got over 40 years of experience behind us, but we’re still young at heart. Contact Thompsons Travel today.