If travel companies want to capture the business of Gen Z travelers, they’ll have to rethink their approach, according to research by Bernstein. Those in the younger generation — born between 1997 and 2012 — don’t just use the internet differently than their older counterparts, they are increasingly likely to engage with social media platforms to find information, analyst Richard Clarke wrote in a Wednesday note. Gen Z adults use TikTok and Instagram to make purchase decisions at more than double the rate of the average person, a Bernstein analysis found. While older generations may spend more money, younger Americans are booking more travel than Gen X and Baby Boomers. Some 40% said they booked a trip in the past month, following millennials at 49%, according to a recent survey by decision intelligence company Morning Consult .
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