The Generation Influencing Travel Decisions

By Bianca, Account Coordinator | October 23, 2019

A younger generation is on the rise and already influencing family travel. Tourism marketers often talk about appealing to Millennial and Gen Z consumers. However, new research by Expedia suggests that Generation Alpha is increasingly influencing travel trends and purchasing decisions.

Who Belongs to Gen Alpha?

Generation Alpha refers to those born after 2010. While they are not making the purchases themselves yet, this tech-savvy generation is predicated to be wealthier and more educated than any generation before them. Gen Alpha is also expected to live longer; all of this being great potential for the tourism industry. According to the Gen Alpha & Family Travel Trends study, a total of 83% of travelers around the world plan trips together as a family. Gen Alpha family members often show their parents destination/attraction information they find online and on television in order to influence their travel plans.

What Marketers Need to Know

Although adults make the final decisions, more than one-third of respondents said that Gen Alpha heavily influences their family trip choices. According to the study, destination selection (64%) and trip activities (57%) are the top considerations when planning a trip that includes Gen Alpha family members.

Families with kids in this age group prioritize fun. An overwhelming majority of parents and grandparents (95%) say that keeping their family entertained and happy is important, while 89% report looking for the best value and deals. Families seek a safe and kid-friendly environment with fun activities, experiences, and places the entire family can enjoy. When determining their trip itineraries, families consider their proximity to theme parks/attractions, water activities, and outdoor activities. As a result, tourism marketers should highlight what they are offering rather than the price.

Travel Destinations

 Need some ideas on where to travel with your Gen Alpha family members? Here are our suggestions, on behalf of some of our clients:

• Take the family to Cooperstown and Otsego County in central New York, to visit the famed National Baseball Hall of Fame, swim in Lake Otsego, and visit The Fenimore Art Museum.
• Explore Rockland Counties riverside parks, mountain peak views, bustling shopping destinations, and delicious local cuisine.

Your destination has its own unique opportunities to bring in Generation Alpha. Need help figuring it out? Contact us at: smartstrategies@bbggadv.com