Social Commerce & the Zillennial Set: A New Paradigm for Travel?

The way we travel has evolved pretty dramatically since the pandemic. The traditional “Dream/Plan/Book/Go/Share/Repeat” lifecycle has essentially been replatformed as a result of macro trends like the shift to remote work, multiple rounds of stimmie checks, a growing loneliness epidemic, and an acute appreciation for authenticity and sustainability in the travel brands we engage with. We have more time, more money, and more desire to see the world, and we want to do it on our terms.

We’re also seeing the stratification in how different generations of travelers are engaging across that travel lifecycle. The “zillennial” demographic (short-hand for the younger millennial and Gen Z crowd that came of age as digital natives) skews more heavily toward social commerce as its preferred platform for researching, planning, buying and sharing their travel experiences. This shift to social commerce is introducing a host of new challenges and opportunities for brands when it comes to attracting and cultivating relationships with an audience that promises to travel more, and more differently, than their older Millennial, Gen X, and Boomer counterparts.

So in today’s episode, we dive in to what exactly social commerce is, how it differs from the more traditional approach to travel marketing and engagement, what brands and startups are at the forefront of this evolution, and how legacy travel players should think about the implications on their marketing strategy.

Follows:

Gilad Berenstein - host

Cara Whitehill – host

Konrad Waliszewski – guest

Shir Ibgui - guest

Go Deeper:

• Gen Z: The generation that knows how to make the most out of travel, Bankrate
• Gen Zers and millennials get travel right. Here’s their recipe for the ultimate vacation, Fortune
• Gen Zs don’t have a lot of money, but they’re traveling anyway, CNBC
• Latest Trends in the Travel Industry Among Gen Z & Millennials, Marketcast
• Gen Z Is Poised to Reshape the Travel Industry, MorningConsult [$]
• Report: The State of Student and Youth Travel in 2023, StudentUniverse