Marketing to Generation Z

Get Ready for Generation Z!

millenial-touristsEveryone is always talking about the Millennials; travelers aged 20-29. We know what they want, which is a unique and personalized travel experience. The hotel industry has responded by creating lifestyle hotel brands specifically targeted at Millennials. Now it is time to market to Generation Z.

Generation Z Makes the Travel Decisions

gen-zHowever, there is another group that is usually neglected. Gen Z is the title being given to those aged 10-19. In the United States there are almost as many members of Gen Z (41.8 million) as Millennials (42.6 million).

Of course most members of Gen Z are too young to have their own money to spend. However 93% of Gen Z influence the purchasing decisions of their parents, who do have the money to spend on travel. This influence is not just an American phenomenon. Research has found that Chinese teens are motivating their families to travel to international destinations.

Attracting Generation Z? Here’s How!

Convention and Visitor Bureaus in the United States are now planning events that are targeted as this group. They are doing so not just for the immediate income. Instead they are targeting Gen Z because they are hoping that if they have an enjoyable experience these young people will come back again as adults. So what type of experiences do these teen travelers want?

skateboardingSporting events targeted at younger audiences such as Lacrosse and surfing are successful in attracting Gen Z visitors.

Competitions, such as dance, singing and cheer leading are also popular.

Add a ‘Con’ to It!

comic-conFinally, any ‘Con’s’ such as VidCon, BlizzCon and ComicCon will attract the teen crowd.


Questions for Tourism Marketers to Consider

Do we have some events that we can target at teens?

What type of new events using local culture could be created?

Are there current pop culture trends that we could incorporate into existing events that would motivate teens to attend?

Attracting Tourists to Small Towns Using Local Culture, Volunteering and Adventure

Attracting Tourists to Small Towns Using Volunteering and Adventure

Small TownAttracting tourists to small towns can combine local culture, volunteering and adventure.While people have always been interested in visiting cities and towns, what they expect from the visit has changed. The motivation for tourism has traditionally been considered as a desire for an escape from reality. Rather than an escape from daily life, many tourists now want to use travel to experience local culture somewhere else.

Attracting Tourists to Help Your Community

Most people are familiar with travel trips to exotic places where conservation projects and other useful participatory activities are undertaken. These trips allow people to have unique cultural experiences while also helping to make the world a better place.

These types of experiences can also be found in small towns. The idea is to attract tourists to small communities by offering them the opportunity to volunteer for a good cause. Small towns and rural communities may not have the money or the expertise to take on large projects.

Small Town WaterHowever a rural community along a waterway might ask for help with a beach cleanup. If the community pairs this need with the experience of local food and music, it can attract visitors who want to have fun while doing a bit of good for someone else. The key is to make the opportunity both fun and worthwhile at the same time

Tourism Officials in Small Towns 

Question MarkTry asking these questions and I am sure you will be able to develop an idea for your town. Then get on social media and start promoting!

What special needs in our town could be met with volunteers from outside the community?

What outside group could be attracted to help?

How can we pair this opportunity with some local culture and fun?

Marketing Strategies for Creative and Cultural Organizations

Book Cover NewMy latest book, published by Routledge, was just released yesterday. It is also available on Amazon.

If you work in the creative or nonprofit sectors, this book will take you step by step through the process of writing a marketing plan!