About

Summary 

Gen Z are the youngest consumer group today, aged between 12 and 27. It is well-known they are the first consumer group never to have known life without the internet and they are very tech savvy. Their lives are being shaped by technology and by global issues including climate change, economic crises, and global political instability. They understand the urgent need for sustainability action and are keen to do their bit to help save the planet. As a result, when they travel they are keen to know their actions have a positive impact on the places and people they visit.

Acorn Tourism was commissioned by the CBI to undertake thorough research to help SMEs in developing countries to understand and target the potential of this influential consumer group. 

Our Approach 

Acorn Tourism undertook comprehensive research into the Gen Z market, analysing their characteristics and motivations that are shaping this group of young adults. The research revealed they are one of the keenest groups to travel, but increasingly want to do it in a more sustainable way as they seek adventure, cultural immersion and personal growth. European populations of Gen Z were explored, revealing substantial numbers in the top source markets of France, Germany and the UK.

A range of practical advice was offered to SMEs looking to attract this market, headed by the need to offer sustainable tourism products. Compelling, immersive content was also identified as important to attract the market, using a range of digital platforms including Instagram, TikTok and YouTube. Acorn Tourism’s research also found that online sales channels are the leading distribution channels, particularly OTAs and direct bookings. 

This study accompanies a wide range of  detailed business guides aimed at SMEs in developing countries commissioned by the CBI, the Netherlands Enterprise Centre, one of Acorn Tourism’s long-term clients.

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world target European Gen Z provided a wide range of tips and practical advice.