A Gen Z influencer has singled out Ryanair’s social media channels and Virgin Atlantic’s advertising as some of the best in travel for younger consumers.
Non-binary TikTok creator Perrin Hooper – who has 401,000 followers on TikTok – told an audience at WTM London: “Social media is changing.
“People my age are not looking for a shiny ad that is perfectly made, we are looking for real, snappy, short, quickly consumable.
“We want stuff like Ryanair – they have smashed their social media and TikTok – a perfect mix of original content and trends.
“Have your young people run your social media.”
They also talked about Gen Z being more open to talking about LGBTQ+, neurodiverse, and mental health issues.
“I love the new Virgin ad; I feel as a non-binary person, this is an airline where I can present myself however I want and I won’t be judged,” they said.
Another way to appeal to the LGBTQ+ community is to have an extra option instead of Mr and Mrs, such as Mx for non-binary on forms, or have a quiet place in an airport for those in the neurodiverse and mental health communities.
Erika De Santi, Co-Founder and International Expansion Director at WeRoad said “revenge travel is a thing” as the millennial generation is keen to make up for a lost time during the pandemic.
She said Europe is more popular than pre-pandemic, as it opened up more quickly than southeast Asia, and travelers are lengthening their stay to make the most out of each trip, as they are aware of their carbon footprint.
Katie Gilsenan, Trends Manager at GWI, agreed, saying: “We are seeing a huge trend to making the most of now; people realize how time is precious and time is short…despite the cost of living and inflation, consumers will make room for must-have treats, and travel is part of that.”
De Santi said her team experiments with new social media to target younger travelers, using TikTok to showcase trips and testing BeReal.
Gilsenan said GWI research showed that reassurance is a key issue for many travelers, who put free cancellation/rebooking as their top priority.
