Tourism develops thanks to social networks
According to SCMP, Gen Z, also known as Generation Z, is a term used to refer to the group of people born between 1997 and 2012. Generation Z is growing up and tends to choose international travel.
Young tourists in Japan using smartphones. Social media plays a big role in inspiring Generation Z and Millennials to travel. Photo: Getty Images
In a survey conducted in August by online travel company Klook, social media is where many Gen Z travelers in the Asia-Pacific region find travel inspiration, estimating that more than half of this generation learns about destinations and experiences through platforms like Instagram or Facebook.
The survey looked at travelers in 12 Asian markets, including China, South Korea, Japan, India, Thailand, Vietnam, and the Philippines. Similar to Gen Z, most Millennials (born between 1981 and 1996) use social media, at least to some extent, to find travel-related information.
According to another survey conducted by American Express in February, Instagram is the most popular social media platform for both Gen Z and millennial travelers, with 46% saying Instagram content influences their booking decisions. Facebook is the next most popular social network (34%), followed by TikTok (29%).
In the survey, just 22% of Generation Xers (those born between the mid-to-late 1960s and early 1980s) said they were influenced by Instagram or Facebook. And just 7% said TikTok played any role in their travel plans.
“For the baby boom generation born between the end of World War II and the mid-1960s, when gathering travel-related information, they tend to use more traditional media, such as print newspapers, travel agencies, and talking to people. And when booking tickets, customers often use travel agencies,” said Tatyana Tsukanova, research associate at EHL Hotel Business School in Switzerland.
The difference in generational habits is evident: when travel influencers like the Bucketlist Family, with 2.9 million Instagram followers and 474,000 TikTok followers, post a video, it will then reach and inspire more Generation Z and Millennials than older travelers.
Popular culture inspires travel
Pop culture is another source of travel inspiration for younger generations. According to a survey by American Express, 70% of Gen Z and millennials said they were strongly inspired to visit a certain destination through TV shows, news content or movies.
“Locations featured in films such as The Lord of the Rings and Emily in Paris have become popular tourist destinations. The buzz from the film Crazy Rich Asians has also significantly increased tourism interest in Singapore and Malaysia,” said Lionel Saul, Research Assistant and Visiting Lecturer at EHL School of Hospitality Business.
According to Klook's survey, that explains why Singapore is one of the top three most attractive countries to visit in the Asia-Pacific region for Generation Z and Millennials, especially from Japan and Thailand.
In addition to social media being a source of information and inspiration, posting on these platforms is also a reason for many young people to travel.
According to a Klook survey, for 87% of Gen Z and younger generation travelers, creating valuable social media content is the most important thing when traveling. This trend is strongest in India, the Philippines and China.
“Destinations and service providers with beautiful landscapes are especially attractive to Gen Z on Instagram. Destinations with beautiful landscapes posted on this social network are very attractive to Gen Z,” said Mr. Tsukanova.
Meanwhile, older travelers are less likely to prioritize taking photos, and that often translates into different accommodation choices. According to experts Tsukanova and Saul, the top priority for those over 50 when traveling is spending quality time with loved ones. They often look for amenities like kitchens and washing machines.
Change habits
According to Klook’s research based on social media posts, 85% of Gen Z and younger generation travelers are willing to invest in experiences during their travel. Unique locations will be selected when they start planning their travel.
This sentiment is particularly strong among visitors from Thailand, Vietnam, mainland China and India, many of whom enjoy spending time in nature and taking part in island hopping or cultural experiences such as visiting historical sites. Relaxation activities such as massages and hot springs are also popular.
Tsukanova also mentioned that millennial interests include “food-centric travel or an interest in wellness activities, supporting local communities and exploring authentic boutiques.
Authenticity is the watchword for Gen Z, says Tsukanova. The growing popularity of homestays – a type of tourism where guests stay and sleep in local homes – is particularly evident in Vietnamese and Indonesian tourist villages, with Indonesia seeing a 30% to 50% increase in foreign visitors to its tourist villages, according to American Express.
Additionally, Gen Z is willing to pay more than previous generations to support things that are important to the experience.
According to the Oliver Wyman Forum's 2023 report, around 50% of Gen Zers in the US and UK said they would be willing to pay a premium to support a travel cause they care about, while only 20% of non-Gen Zers would do the same.
Or the American Express survey also recorded 82% of Generation Z and younger generation travelers find vacations with minimal impact on the environment more attractive compared to 72% of Generation X and 64% of previous generations (born from 1946 to 1964).
“Maybe they thought the negative impacts were causing them to start consciously changing their behavior [such as traveling shorter distances], trying to find alternatives to meet their new values,” added expert Saul.
