What are the most effective ways to creatively engage younger generations in travel and tourism?

2 Leverage technology

Another important factor that influences the travel behavior and expectations of younger generations is technology. They are digital natives, who use technology for everything, from researching and booking their trips, to sharing and reviewing their experiences, to staying connected and informed while on the road. They also value convenience, speed, and efficiency, and want to have access to the latest tools and innovations that can enhance their travel experience. Therefore, travel and tourism providers and destinations should leverage technology to create more interactive and immersive experiences, such as virtual reality, augmented reality, or gamification, that can engage younger travelers and offer them new ways of learning and exploring.

3 Embrace sustainability

A third aspect that distinguishes younger generations from older ones is their awareness and concern for sustainability and social responsibility. They are more conscious of the environmental and social impacts of their travel choices, and want to support businesses and destinations that align with their values and principles. They also want to contribute to positive change, and to have a meaningful impact on the places and people they visit. Therefore, travel and tourism providers and destinations should embrace sustainability as a core value and a competitive advantage, and offer more opportunities for younger travelers to participate in responsible and ethical practices, such as ecotourism, voluntourism, or fair trade.

4 Foster community

A fourth element that appeals to younger generations is community. They are more social and collaborative than older travelers, and want to connect with other like-minded people, both locals and fellow travelers. They also want to feel a sense of belonging and identity, and to be part of a larger movement or story. Therefore, travel and tourism providers and destinations should foster community among younger travelers, and offer more platforms and spaces for them to interact and network, such as social media, online forums, or co-working and co-living spaces. They should also encourage them to join or create communities of interest, such as niche groups, clubs, or networks, that can offer them more support and inspiration.

5 Stimulate creativity

A fifth dimension that motivates younger generations is creativity. They are more curious and adventurous than older travelers, and want to challenge themselves and learn new skills and perspectives. They also want to express themselves and share their stories and insights with others. Therefore, travel and tourism providers and destinations should stimulate creativity among younger travelers, and offer more activities and programs that can enhance their creative potential and output, such as workshops, courses, or competitions. They should also provide them with more resources and tools that can help them document and showcase their creative work, such as blogs, podcasts, or portfolios.