TIME Hotels recently conducted a four-part study in partnership with BNC. The first of the four-part study looked at today’s teenagers and their perception of the travel and tourism industry as frequent travellers.
The study brought together six expatriate teenagers resident in Dubai, for an open forum on their own travel experiences, desires and expectations.
Generation Z is generally defined by many researchers and commentators as those born around the year 2000 running through to the 2010s. This generation is also referred to as iGen, Post-Millennials or even Plurals. A significant aspect of this generation is its widespread usage of the internet from a young age.
“The impact of Gen Y on the travel and tourism landscape in recent years has been wholly focused on technology and mobile access to satisfy their 24×7 expectation of access to relevant information and desire for immediacy. With this roundtable, we expected a similar level of intensity when it comes to importance of technology, but this was of diminished relevance when compared with other more practical considerations,” said Mohamed Awadalla, CEO, TIME Hotels.
“Although technology is still extremely important, our teen panel was adamant about importance of a comfy bed, large clean room and good food as non-negotiable fundamentals of a great holiday,” he further added.
The six panelists agreed that some of their best holidays have had a significant leisure focus with entertainment such as water park slides, nature-based attractions and local cultural experiences.
According to Awadalla, this study will be manifested in both marketing campaigns, which will need to be more balanced when communicating brand USPs and product attributes while also working harder to engage the Gen Z audience.