Who hasn't heard of the terms millennials or Gen Z? These young people from generations Y and Z, aged between 15 and 38, now represent the majority of consumers. While there are many notable differences between these two generations, they are both in complete opposition to the model imposed by previous generations. Both have grown up with the emergence of the internet and the arrival of new technologies that have had a huge impact on their daily lives. These are disruptive lifestyles and ways of thinking that are influencing many business sectors, including tourism. As a constantly evolving industry, professionals are not hesitating to rethink their offerings to appeal to generations whose needs and expectations are very different from those of previous generations.
Portrait of a generations unlike any other
Before embarking on a new strategy aimed at the younger generation, it is vital to understand the people who make them up. While the media often paint a picture full of clichés about young people glued to their screens and completely out of touch with society, the reality is much more nuanced than that. First of all, we need to distinguish between generation Y and generation Z which, despite a relatively small age gap, are far from similar in every way.
Members of generation Y were born after 1981, and are known as millennials because they reached adulthood after the turn of the millennium. Although they are deeply rooted in digital technology, they all spent most of their childhood and adolescence without smartphones or social networks. Generation Z, on the other hand, were born after 1995 and have been immersed in digital technology from an early age. They are also said to have been born with a smartphone in their hand, hence the nickname "digital natives".
According to a study by FutureCast, millennials believe that you "only live once" and that you should try to make the most of life. As a result, 77% of them prefer to have a memorable experience rather than buy the product they want. In contrast, Gen Z are more pragmatic, with 60% choosing a physical product rather than a momentary sensation. Another major difference is commitment. Generation Z are known for their commitment to the environment and to a more inclusive world, with 60% wanting to change the world.
Their relationship with technology is also different. While 53% of millennials admit that they would rather lose their sense of smell than their smartphones, 100% of Gen Zers consult their smartphone at least five times an hour, according...
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