Brief:

• Generation Z, the demographic group after millennials, is highly likely to seek travel ideas from social media, including recommendations from friends and influencers, according to a survey by Expedia Group Media Solutions. About 70% of the group uses a smartphone when looking for travel inspiration, the survey found.
• Eighty-four percent of Gen Z travelers said social media can be influential when it comes to travel, particularly for deals, promotions, pictures or videos from friends or experts. Seventy-seven percent of Gen Z travelers are open to help and inspiration from digital platforms when planning a trip.
• Appealing deals and images also influence the more than 60% of Gen Z who said advertising can be influential, indicating the group's receptiveness to promotions from travel marketers, per the survey. While Gen Z travelers tend to prioritize experiences ahead of price, they still shop for deals whenever possible, Expedia found.

Insight:

The oldest Gen Zers are entering adulthood and are in the sweet spot for spending on travel before taking on more responsibilities like starting a family or buying a home. The group is also highly attuned to social media, similar to younger millennials, and experiencing the world in a way that can be instantly shared with social networks via photos and videos on platforms like Instagram and Snapchat. Gen Z embraces the YOLO ("you only live once") mentality with a passion for activities and "bucket list" experiences, Expedia's study suggests, pointing to how mobile marketers can appeal to the cohort with tailored messaging around these experiences.

Travel-related advertisers like hotels, airlines and resorts have the power to influence Gen Z travel decisions through mobile platforms. Two-thirds of these young travelers are undecided on a destination when they decide to take a trip, and the top priorities typically are relaxing, sightseeing and visiting family. However, they're also more likely than older generations to take an activity-based vacation, like skiing or hiking, or to travel for a special event such as a music festival or party.    

Gen Z is the first generation to be immersed in mobile devices almost from birth, making them fluent with apps and social media. Mobile shopping is particularly popular among Gen Z consumers, with half of the group planning to complete all their shopping online using a smartphone, according to a separate study by PwC. Gen Z is more likely than older generations to seek the opinions of social influencers, as 55% of the age group follows influencers with similar interests, compared to 41% for the broader population, per PwC. This signals how marketers can leverage the power of social media influencers to reach these young consumers.