ETC MARKET STUDY STUDY ON GENERATION Z TRAVELLERS STUDY ON GENERATION Z TRAVELLERS A handbook produced for the European Travel Commission (ETC) by TOPOSOPHY Ltd. Brussels, July 2020 ETC Market Intelligence Copyright © 2020 European Travel Commission (ETC) Study on Generation Z Travellers All rights reserved. The contents of this report may be quoted, provided the source is given accurately and clearly. Distribution or reproduction in full is permitted for own or internal use only. While we encourage distribution via publicly accessible websites, this should be done via a link to ETC’s corporate website, www.etc-corporate.org Data sources: This report is based on research conducted by TOPOSOPHY Ltd (www.toposophy.com/) and should be interpreted by users according to their needs. Published by the European Travel Commission Rue du Marché aux Herbes, 61, 1000 Brussels, Belgium Website: www.etc-corporate.org Email:
[email protected] ISBN No: 978-92-95107-35-9 Design: TOPOSOPHY Ltd Cover photo: Young adult friends on a hike celebrate reaching a summit near the coast together. Image ID: 1454373050 Copyright: Shutterstock / Monkey Business Images TABLE OF CONTENTS ACKNOWLEDGEMENTS 06 FOREWORD 07 EXECUTIVE SUMMARY 08 1 INTRODUCTION 10 1.1 Defining Generation Z 11 1.2 Why younger travellers matter 12 1.3 Understanding Generation Z 12 1.4 The demographics of Generation Z 15 1.5 Issues and values shaping Generation Z’s global outlook 19 1.6 Generation Z: Technology and travel 23 1.7 Market focus 26 1.8 Special section on the impact of Covid-19 30 2 GEN Z TRAVEL TRENDS 35 2.1 Primary research – overview 36 2.2 Key motivations for travelling to/within europe and in-destination choices 36 2.3 Post-trip appraisal of european travel 51 2.4 Technology use and booking preferences 53 2.5 Consumer values and interests 65 2.6 Sustainable travel choices 71 2.7.