For young people, they have many reasons to travel - Photo: QUANG DINH
Booking.com, one of the leading digital travel companies, has revealed new trends that will influence the travel habits of Vietnamese Gen Z in 2024.
According to a survey by the platform, for Gen Z travelers (this survey counts the generation born between 1995 and 2010), travel is not just about relaxation, but also an opportunity to express personality, explore passions, and connect via social networks. Businesses, especially those operating in the tourism sector, need to understand this trend to fully exploit the commercial potential of this young generation.
Gen Z spends money on travel for idols
The survey shows that up to 69% of Vietnamese Gen Z use social media as a tool to find ideas and inspiration for travel. In addition, Gen Z believes that travel is no longer simply about sightseeing, but is also closely linked to personal passion and interests.
About 22% of Gen Z are willing to spend money to attend music or sports events that they love. This is a trend that travel companies can exploit, by offering special travel packages combined with major cultural and sporting events. For example, tours to international music festivals or prominent sporting events such as the Olympics and FIFA World Cup can be potential business opportunities.
Among Gen Zers who travel to attend festivals or events, 22% say they spend money because of their love for the performing artist.
Popular culture, especially movies and TV shows, has a strong influence on Gen Z’s travel decisions. With 67% of Gen Z admitting that they are drawn to locations featured on screen, travel providers can create “movie-inspired” tour packages, while 60% want to experience the foods and cultures that have been introduced on TV.
This is a way to not only attract younger tourists but also create uniqueness and appeal. A practical example is the cooperation with online broadcasting platforms such as Netflix or Disney+, creating tours associated with movie scenes. Famous locations such as Dubrovnik (Croatia), where the series Game of Thrones was filmed, have become popular tourist destinations thanks to the success of this series.
Travel by movie
Gen Z's travel is not just about exploring scenic spots but also involves specific experiences such as enjoying cuisine or culture that has appeared in movies.
According to a survey, 46% of Gen Z are willing to choose to dine at a restaurant they have seen in their favorite movies. This is a great opportunity for businesses in the culinary industry to connect with the tourism industry, creating "must-visit" culinary destinations based on popular culture elements.
As Gen Z becomes the main customer group, businesses in the tourism industry need to understand their preferences and habits to optimize their business strategies. According to Mr. Varun Grover - Country Manager of Booking.com in Vietnam, Gen Z's travel behavior reveals a future of travel driven by personal passion and unlimited online connection.
"To meet this demand, businesses need to focus on personalizing travel experiences, helping customers have itineraries that suit their own interests and styles," said Mr. Varun.
The numbers stand out
55% of Vietnamese Gen Z are willing to visit a specific scenic spot they have seen in movies or TV shows.
49% would go and experience activities introduced on TV or in movies.
65% feel compelled to experience the cultures portrayed through shows or movies.
46% choose to dine at a restaurant that has been mentioned in their favorite show/movie.
37% would choose a place to stay that they saw in the media.
40% of Vietnamese Gen Z would travel just to meet their idol from a movie/TV show. 22% would want to travel to experience the residence of a famous artist.
Source: https://tuoitre.vn/so-thich-du-lich-cua-gen-z-viet-di-vi-than-tuong-trai-nghiem-theo-phim-20240829133531124.htm
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