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Searching for directions, changing “shine” and simulating experiences on YouTube are popular Gen Z travel trends seen on SNS-Rakuten Optimism 2022 | The latest in the travel industry Travel Vision

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Discuss digital natives Z travel trends

In the online event “Rakuten Optimism 2022” held by Rakuten Group, as the second segment in the field of tourism, a talk session entitled “Travel Trends of Generation Z” was held. Mr. Aisako Tsuji, representative director and creative director of Arca, who is familiar with the trend of Generation Z, and Mr. Mai Nagata, director of SHIBUYA109 Entertainment SHIBUYA109 Lab, discussed what people are looking for and how we can lead travel consumption.

The “shine” of Generation Z is to integrate into the worldview

According to Mr. Takano, Generation Z is a generation born between 1995 and 2012, accounting for about 19 million people in Japan, accounting for about 15%. One-third of the world’s population is Generation Z, and it is said that in the next 5 to 10 years, they will become an indispensable layer of business. Mr. Tsuji said that for Gen Z, after the pandemic and social media fatigue, more young people are finding their own tastes and are returning to analog experiences.


img633b9befb0c77Mr. Nagata, Director of Youth Marketing Research Institute SHIBUYA109 Research Institute

In response to Takano’s question about how Gen Z decides where to travel and how to enjoy it, Mr. Nagata replied, “Gen Z as digital natives are associated with various values, and SNS is essential for travel. I can’t” For information gathering, save what you are interested in from the information that flows mainly on Instagram. Once you’ve decided to go to Atami, you can search Instagram or Tiktok by matching the name of the place with your interests, such as “atami cafe”. They use platforms such as Google to check prices and make reservations, and search for “Atami travel directions” on videos such as YouTube for efficient local routes.

Posting on social media while traveling is also a matter of course for Gen Zers, the purpose is to share with friends rather than create buzz, and it is a way to activate communication with the community. Gen Z also posted pictures of clothing colors because they looked friendly. (Mr. Nagata). Besides that, Mr. Nagata explained that the importance of using SNS is to be able to “intuitively know what kind of experience you can have if you are in a particular place or accommodation facility”. It is said that the photos taken are very beautiful, and I had a lot of fun with my friends.

The popularity of posts has also changed since the late Heisei period. Posing against a feathered wall is old “brightness 1.0” circa 2017, supposedly crappy for Gen Z already. “Now we blend in naturally and become a reflection of ‘simple style'” (Mr. Nagata). Not showing your face is also a change point, and now it has evolved into “Brightness 3.0”. The important thing is to create yourself that blends into the world view, and wear different clothes every day to match the place. Mr. Nagata incorporated the needs of Generation Z who want a complete world view into the hotel accommodation plan implemented with Tokyu Hotel, and prepared equipment that is convenient for taking pictures.


If it’s not trendy, it won’t be shared even if it’s good for the environment.


img633b9bae00516Mr. Tsuji analyzes Generation Z from the perspective of cultural and social issues

Mr. Tsuji mentioned the analog orientation of Generation Z, noting that pottery, tufting (for making rugs), craft beer, flowers and foliage, records and coffee are popular hobbies for those who like culture. Experiences such as distillery tours, tea ceremonies and tufting are especially popular with young creators taking a reimagined take on traditional culture. Experiences such as making umeshu have increased in the past two years, he said.

On how Gen Z sees sustainability, Mr. Tsuji said: “We are broadly aware of environmental issues and the human rights movement.” A positive image of the city and creates momentum to visit someday.

That said, design matters to Gen Z, and simply appealing to environmental factors won’t resonate. The Ace Hotel in Kyoto has a high sense of design and is a sustainable facility that does not use plastic products, but it is said that Generation Z chose it not because it is environmentally friendly, but because it is fashionable. “It’s important to be a hotel that gets picked even if it does good deeds,” said Mr. Tsuji. 2) Might be hard to raise, but if it’s trendy, the likelihood of sharing increases. “

Also, in order for business operators to take advantage of SNS, Mr. Nagata explained, “It is important to design the experience, keeping in mind that what Gen Z values ​​in travel is experience and beauty.” Mr. Tsuji also said, “Consumption of things and experiences are not things, but When the photo is left, for Gen Z, the experience is visualized, the feeling of buying a photo, and it will be easier for experience operators to understand if they imagine how to take it home as a souvenir.”

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