Z世代旅行者研究

STUDY ON GENERATION ZTRAVELLERS STUDY ON GENERATION ZTRAVELLERS A handbook produced forthe European Travel Commission (ETC)by TOPOSOPHY Ltd. Copyright © 2020 European Travel Commission (ETC) Study on Generation Z Travellers All rights reserved. The contents of this report may bequoted, provided the source is given accurately andclearly. Distribution or reproduction in full is permitted forown or internal use only. While we encourage distribution via publicly accessiblewebsites, this should be done via a link to ETC’scorporate website,www.etc-corporate.org Data sources: This report is based on research conductedby 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, BelgiumWebsite:www.etc-corporate.orgEmail:info@visiteurope.com ISBN No:978-92-95107-35-9 Design:TOPOSOPHY LtdCover photo: Young adult friends on a hike celebrate reaching a summit near the coast together.Image ID: 1454373050Copyright: Shutterstock / Monkey Business Images TABLE OF CONTENTS 1.1Defining Generation Z1.2Why younger travellers matter1.3Understanding Generation Z1.4The demographics of Generation Z1.5Issues and values shaping Generation Z’s global outlook1.6Generation Z: Technology and travel1.7Market focus1.8Special section on the impact of Covid-191112121519232630 2GEN Z TRAVEL TRENDS 2.1Primary research – overview2.2Key motivations for travelling to/within europe and in-destination choices2.3Post-trip appraisal of european travel2.4Technology use and booking preferences2.5Consumer values and interests2.6Sustainable travel choices2.7.Expert interviews36365153657177 TABLE OF CONTENTS 3KEY TAKEAWAYS87 3.1Overarching takeaway: adapting to a generation that sees the world differently3.2Design products and services for digital natives3.3Attract the attention of a distracted generation3.4Help to improve the lives of gen z visitors and the places they visit88899092 Annex 1: MethodologyAnnex 2: Additional primary researchAnnex 3: Figures and tables100103109 ACKNOWLEDGEMENTS This study was prepared by Peter Jordan (Toposophy), with the collaboration of Manolis Psarros, Pan-tazis Pastras and Polihron Karapachov (Toposophy) for the European Travel Commission (ETC). ETCwould like to place on record its gratitude to the team of Toposophy for their creativity, commitment,and professionalism. This report forms part of ETC’s ongoing Market Intelligence Programme and was carried out underthe supervision of Dijana Radic Milosevic (VisitDenmark), Tania Sultana (Malta Tourism Authority),Lyublena Dimova (ETC Executive Unit), Jennifer Iduh (ETC Executive Unit), and James Arnold (ETCExecutive Unit) on behalf of ETC’s Market Intelligence Group (MIG). We thank them for their input anddedication to this project. In addition, ETC owes special thanks to Olivier Henry-Biabaud (CEO and Founder of TCI Research) forcontributing to the content of this study by providing TRAVELSAT Index data on the satisfaction of GenZ travellers with various elements of their travel to Europe. The study would not have been possible without the willing cooperation of the four experts - Denny Xia(East West Marketing), Catharina Fischer (Tourismuszukunft), Anna Fawcett (Topdeck Travel) and Car-ylann Assante (Student & Youth Travel Association) who were interviewed and shared their extensiveknowledge of Generation Z travellers, which greatly informed the completion of this report. FOREWORD Youth travel has grown quickly over the past few decades due to improved global mobility, technologi-cal advances and stronger economic, cultural and political exchanges. In 2017, the youth travel marketwas estimated to account for 23% of all international tourist arrivals, generating more than €250 bil-lion.1 It is only expected for this segment to become increasingly important and even more dynamic asa new generation of travellers - Generation Z, enters the group of youth travellers. Members of Generation Z are often described as highly adaptable, smart and tolerant. They are hy-per-connected and grew-up with challenges relating to environmental sustainability, terrorism, etc.Their different lifestyles, motivations and habits make them a segment difficult to generalise, but alsoa segment that will pave the way for innovation and responsible tourism. Generation Z travellers arestill discovering and solidifying their consumption preferences, and this presents a tremendous op-portunity for the travel industry to get to know them and gain a better vision of how tourism demandcould evolve in the near future. To grasp this opportunity, the European Travel Commission (ETC) launched the present study, whichinvestigates the travel preferences and behaviour of Generation Z travellers from four markets - Chi-na, Germany, UK and US. The study delves into their motivations, aspirations and views, and translatesthose into future-oriented travel market intelli