Why Generation Z is so important in the travel-buying process

By Iñigo Valenzuela, CEO of Smartvel

Generation Z, the oldest of whom are in their 20s, are already buying their own travel and commanding up to USD 143 billion in spending power in the US alone, according to a recent study from Ad Age Studio 30 and student affinity network UNiDAYS.  Gen Z, though, unlike their millennial counterparts they actually prefer hotels over vacation rentals.  That’s a big slice of the market…

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