Gen Z travelers have redefined brand loyalty, prioritizing authentic experiences, digital engagement, and immersive storytelling over traditional loyalty programs. Here’s how tourism and travel brands can attract and retain this audience:

1. Digital & Social-First Engagement

Gen Z relies heavily on social media, gaming platforms, and immersive content to discover and book travel experiences. To build loyalty:

• Be active on TikTok, Instagram, and YouTube with visually engaging content
• Leverage user-generated content (UGC) and influencer partnerships
• Create immersive experiences in gaming worlds like Roblox & Fortnite to connect with them where they spend the majority of their “social media” time

2. Experience-Driven Travel Over Traditional Rewards

Rather than traditional points-based loyalty programs, Gen Z values:

• Exclusive travel experiences & behind-the-scenes access
• Personalized itineraries based on interests (e.g., food tours, adventure sports, local culture)
• Gamified loyalty programs that reward engagement, not just bookings

3. Seamless Mobile & AI-Powered Personalization

Gen Z expects frictionless, mobile-first travel experiences with personalized recommendations. Successful brands:

• Offer AI-driven travel planning based on past behaviors and preferences
• Provide instant booking options & flexible cancellation policies
• Use chatbots & virtual assistants for real-time support

4. Community-Driven Travel

Gen Z wants to feel connected to like-minded travelers and locals. They favor:

• Small-group, community-based experiences over mass tourism
• Brands that facilitate social connections through forums, Discord, and travel communities
• Hybrid digital-physical experiences, such as VR previews of destinations before booking

5. Authenticity & Transparency

Gen Z is highly skeptical of overly polished marketing. They trust:

• Real traveler reviews and behind-the-scenes content over staged ads
• Transparent pricing & no hidden fees
• Travel brands that acknowledge and address social issues (e.g., sustainable tourism, over-tourism, ethical labor practices)

6. Metaverse & Virtual Travel Experiences

Gen Z is open to hybrid and virtual travel experiences, making immersive digital activations a key brand loyalty driver. Brands that offer:

• Virtual destination previews in the metaverse
• Branded travel experiences in Roblox & Fortnite
• Interactive AR/VR travel planning tools

…will resonate more with this generation.

Takeaway for Travel & Tourism Marketers

To build long-term loyalty with Gen Z, brands must integrate into their digital lives, create interactive experiences, and offer personalized, gamified, and immersive travel opportunities. Traditional loyalty programs alone won’t work—brands must deliver ongoing engagement, social connection, and digital-first experiences that feel authentic and interactive.

NEXT

Follow Destinate to stay at the forefront of immersive tourism marketing. The future of travel marketing is immersive—let’s shape it together.

Schedule a call with Dan Barry to learn more about using immersive gaming platforms
for your brand or organization

Interested to discuss this further? Send me an email, dan@destinate.net