Unlocking Gen Z engagement: Three essential factors to remember

by | Jul 5, 2023 | Airlines, Digital Transformation, News, Payments, Retailing, Travel Tech

Unlocking Gen Z engagement: Three essential factors to remember


Gen Z (individuals born between 1997-2012) are estimated to make up over 1 billion passengers by 2029. Having endured the pandemic at a young age, these digital natives are planning to make up for lost time with two-thirds engaging in ‘revenge travel.’ This generation poses a huge opportunity for the industry, but in order to unlock their potential it is important to understand what Gen Z value.



Although some research indicates millennials put more emphasis on greener travel choices than Gen Z, it is no secret that this generation is demonstrating an increasingly strong commitment to sustainability and environmental responsibility through their travel decisions. The eco-conscious demographic are seeking greener ways to travel and are willing to switch between airlines to achieve this goal.


Digital channels

A recent survey showed that airlines who can support the younger generations of travellers across a variety of digital channels including instant messaging, video, and text will stand out this summer. Particularly across younger demographics, passengers are contacting airlines through apps, instant messaging, and text all of which are up 29, 71, and 105 per cent respectively since 2019.



Gen Z expect a level of flexibility from providers. One survey showed 86 per cent of Gen Z travellers want free cancellation on their holiday bookings and 74 per cent look for flexible bookings in general. This makes fintech solutions like Buy Now Pay Later (BNPL) particularly attractive to this demographic with studies showing in the United States (US) 55.1 per cent of Gen Z digital buyers use a BNPL service at least once a year.


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