In 2025, effectively reaching Gen Z travelers requires understanding their digital habits, values, and preferences. This generation, born between 1997 and 2012, is defined by its digital fluency, social consciousness, and desire for authentic, immersive experiences. To connect with them, travel brands need innovative strategies across multiple platforms that align with their lifestyle and digital behaviors.

• • Embrace Short-Form Video Content Gen Z’s preference for engaging, bite-sized content makes platforms like TikTok, Instagram Reels, and YouTube Shorts essential for travel marketing. TikTok Although TikTok faces potential regulatory challenges in the U.S., it remains functional and incredibly popular worldwide. TikTok’s algorithm-driven content discovery is perfect for showcasing destinations and travel experiences through creative storytelling. Notably, over 70% of European TikTok users have booked vacations based on platform suggestions, emphasizing its influence in travel planning. Instagram Reels and YouTube Shorts These platforms are ideal for visually appealing travel content. Features like polls, Q&A sessions, and behind-the-scenes glimpses allow brands to interact directly with users, fostering a sense of community and authenticity Gen Z values.

• • 2. Leverage Influencer Partnerships Influencer marketing is a powerful way to connect with Gen Z, who trust peer recommendations more than traditional advertising. Micro and Nano-Influencers These influencers often have niche audiences with high engagement rates. Collaborating with them can create authentic content that resonates deeply with Gen Z’s desire for personal connections. Authentic Storytelling Encourage influencers to share genuine travel experiences that highlight cultural immersion and sustainability. This approach builds trust and aligns with Gen Z’s values.

• • 3. Create Immersive Experiences in Virtual Spaces Gen Z spends significant time in virtual environments, offering travel brands unique opportunities to create immersive experiences on platforms like Roblox, Zepeto, and Fortnite. Roblox: A Hub of Creativity Roblox is a digital playground where Gen Z spends more time daily than on TikTok and Instagram combined. With over 70 million daily active users, it’s a goldmine for travel marketers. • Immersive Travel Previews: Create virtual replicas of destinations to allow users to explore iconic landmarks and activities. • UGC Opportunities: Collaborate with creators to design interactive games or events that highlight a destination’s unique offerings. • Community Engagement: Host live events or challenges tied to real-world travel, fostering brand loyalty. Zepeto: Social Virtual Worlds With over 300 million global users, Zepeto offers a unique space for creating personalized avatars and exploring virtual worlds. • Virtual Try-Before-You-Travel: Let users explore a destination’s highlights through digital experiences. • Digital Merchandise: Offer virtual items inspired by real-world destinations, encouraging brand association. • Interactive Content: Engage users with mini-games and collaborative activities linked to travel themes. Fortnite: Cultural Phenomena Meets Gaming Fortnite’s dynamic platform attracts millions of users globally, making it a hotspot for immersive travel marketing. • Custom Destination Maps: Create Fortnite islands that showcase a destination’s landscapes and cultural features. • Event Sponsorships: Sponsor virtual concerts or events tied to destinations, gaining exposure to massive audiences. • Cross-Cultural Appeal: Leverage Fortnite’s diverse global user base to target Gen Z across multiple regions.

• • 4. Prioritize Authenticity and Social Responsibility Gen Z seeks brands that align with their values, especially regarding sustainability and transparency. • Transparent Communication: Share your brand’s sustainability initiatives and community impact to build trust. • User-Generated Content (UGC): Encourage travelers to share their experiences, serving as authentic testimonials and fostering a sense of community.

• • 5. Optimize for Mobile and Visual Search With Gen Z’s reliance on mobile devices, ensuring seamless mobile experiences is nonnegotiable. • Mobile Optimization: Design mobile-friendly websites and booking platforms with fast loading times and intuitive navigation. • Visual Search: Utilize high-quality visuals to enhance search capabilities on platforms like Instagram and TikTok, which Gen Z often uses to discover travel destinations.

• • 6. Engage Through Interactive and Personalized Content Interactive and personalized content resonates deeply with Gen Z’s preferences for unique experiences. • Quizzes and Polls: Use interactive tools to engage users and gather insights into their travel preferences. • Personalized Recommendations: Leverage data analytics to offer tailored travel suggestions, increasing conversion rates.

Conclusion: Connecting Gen Z to the World To capture Gen Z’s attention and inspire travel, brands must embrace their digital habits and preferences. By leveraging platforms like TikTok, Instagram, YouTube, Roblox, Zepeto, and Fortnite, and focusing on authenticity and immersive experiences, travel marketers can forge meaningful connections with this influential generation. The future of travel marketing lies in innovation and understanding—both hallmarks of Gen Z.