Guest Post: Just because Gen Zs don’t want all-inclusive doesn’t mean they don’t want exclusive

Curated, not packaged, is the key to understanding a generation that hits 30 next year and represents a big opportunity for agents, says Astrid Kastberg, managing director of RateHawk

Most travel agents gave up on gaining Gen Z customers without ever even trying. That’s because they assume such travellers want to book their own trips and, worse, look down on travel agents. That’s a big misconception and a huge missed opportunity. 

For sure, Gen Z travelers don’t want package holidays – if it is easy to book, Gen Zs don’t want it. But just because they don’t want all-inclusive, doesn’t mean they don’t want a bit of exclusive now, does it? They want curated, not packaged, and that’s where agents excel themselves every time. Now, if that doesn’t sound like an opportunity for travel agents, then nothing does. 

Of course, there are major differences between this generation and those that came before in terms of travel preferences, even if we were to consider them at the same age. Gen Zs don’t want predictable trips they have taken with their parents before.

Instead, they want to feel like they are ‘discovering’ and ‘exploring’. Or at the very least, be able to give that perception via social media since they’ve grown digitally native and love to impress their followers with the most unusual spots and hidden gems. 

Now here’s the great news: trips like those really require a travel agent! Unique properties often are in exotic locations that require visas and jabs; seasonal trips (skiing, a food harvest) or one-off events like a festival require precision date recommendations; the further away and more remote the location, the fewer the flight options; the list of requirements, and risks too, just goes on and on the more ‘authentic’ you get. 

Convinced of the potential but still unsure how to actually convert them into customers?

• Make sure that you’re tapping into the latest social media trend topics in your offerings: for example, what the next White Lotus location is or cities where Taylor Swift’s next tour stops off at. Of course, to make that happen, you need access to a wide range of hotels around the world, so make sure you source tech partners that can make that happen easily. 
• Gen Zs expect instant responses from you on multiple messaging platforms. One way to keep up is by using booking platforms with mobile apps. They allow you to handle requests more efficiently, even on the go. Even if you’re not ready to complete bookings from your phone, mobile apps are still highly useful for other tasks. According to our data, most of our mobile users rely on the app to check details of existing bookings or browse new options during spare moments, such as while commuting.
• Start with the social media post photo and work backwards: they want destinations and hotels that are ‘Instagrammable,’ so think about that as the starting point for marketing campaigns and sales pitches. 
• Gen Zs want ‘authentic’ experiences, so make sure that any proposal you make to them takes that into account: they want to meet real people, engage in local activities, stay in properties where they can befriend the staff, and more. Pay special attention to boutique properties with a human history and unusual options like ryokans and remote chalets.
• Personalisation is key. Each offer needs to be personalised to their needs, so find ways to make it clear that you’re offering something that caters to their needs. There are a lot of tools out there, such as our quote-building tools, that help to compile attractive offers and help clients make the decision quicker.

Older Gen Zs will start turning 30 next year, and that means soon many of them will be wanting to plan bachelor parties, honeymoons, and even holidays with their own kids – all firm agent territory.  

In other words, there never was a better time to start putting yourself on their radar. And if you can show them now that you can arrange a complex trip, they’ll come back and trust you for simpler trips when the moment comes.