Attracting and Building Itineraries for Millennials and Gen Z Travelers
As misconceptions of costs and outdated stereotypes fall to the wayside, more and more travelers—specifically in the Millennial and Gen Z demographic—are recognizing the benefits of working with tour operators and travel advisors for planning their adventures.
But how do you capture the attention of these travelers? Part of the solution is building itineraries that satisfy their travel goals, offer opportunities for authentic experiences, provide immersive activities—while still allowing time for rest, rejuvenation and self-exploration.
Come along as we explore some ways to attract and build itineraries for Millennials and Gen Z travelers.
SOCIAL MEDIA STILL MATTERS
According to research from TravelPerk, 88% of Gen Z consumers are following at least one travel influencer on TikTok, with 45% of them sharing that they trust travel recommendations made by these influencers. This means it's wise to put yourself out there socially on popular platforms! Whether that means creating content yourself or partnering with relevant travel influencers to help spread your praises, this avenue is an easy way to get your name in front of the audiences you seek.
INCORPORATE WELLNESS
While a "go, go, go!" itinerary might be just the thing for some folks, it might not be Millennial and Gen Z's cup of tea. TravelPerk also shares that 71% of Gen Z and Millennial consumers want to book travel to private beaches to focus on relaxation, and 61% prioritize travel plans focused on personal wellness and well-being experiences. So, while building out itineraries, ensure there are not only experiences built in that prioritize self-care and relaxation, but creativity and perhaps opportunities to channel their inner child.
Think: forest bathing, yoga classes, spa services, farm-to-table cooking classes, digital detox retreats, pottery classes, journaling time, reiki, etc.
AUTHENTICITY IS KEY
Ensure your marketing prioritizes user-generated imagery from actual travelers visiting the actual destinations you're trying to sell, avoiding stock imagery as much as possible. Millennials and Gen Zs are proficient at knowing when they're being marketed to, and can end up feeling deceived if something reads as even slightly disingenuous.
If the trip's accommodations are near local hidden gems, make that info known! Millennials and Gen Z travelers are much more likely to want to experience a destination as a local would, from where they get their coffee in the morning, to the food they eat, to the people they converse with and more. Anyone can grab a coffee from a big chain at home; choose the local option to give travelers an all-around, unique-to-your-destination adventure.
EMPHASIZE CULTURE AND TRADITION
Destinations and their local communities often boast incredibly rich histories and traditions that Millennial and Gen Z travelers are eager to learn from. Seek out suppliers that respectfully offer these kinds of experiences, whether it's tea ceremonies in Japan, grape harvesting and winemaking in France, exploring the heritage of the Gullah Geechee people in South Carolina and Georgia, admiring Navajo history, art, and spirituality in the American Southwest and more.
It's vital to note, however, that Millennials and Gen Z travelers will of course be looking to ensure any cultural experience is done in a sensitive and non-exploitative manner. Ensure you're consulting the correct parties to avoid accidentally participating in closed or problematic practices. Remember: Sometimes, just because you can doesn't mean you should.
MAKE IT WORTH THEIR WHILE
The cost of a trip must absolutely match the perceived value for Millennial and Gen Z travelers. Because while many prioritize spending funds on leisure travel over material items, this demographic is contending with factors like paying back student loans, trying to keep up with a rising cost of living alongside often stagnant wages and more. Little details can go a long way, so don't neglect them! Having trouble finding a balance between offering a good value and making a profit? Look into common traveler pain points—either by asking past clients or Millennial/Gen Z family members—as a way to figure out what changes would make the biggest positive change for yourself and your clients.
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Mar/Apr '25 issue of Groups Today.
