Travel influencer. Who are they, where are they going, what are they looking for and why? The identikit of Gen Z travelers can quickly be traced: they are digital natives, they get their information on TikTokon holiday they shoot and post, they look for authentic personalized experiences (like those proposed by We Road), they are attentive to the environmental footprint they leave and to sustainability, they always have an eye on the price and are attracted by “instagrammable” places.
«The greatest desire is to live a real experience, as a local: the way to travel is no longer hit-and-run tourism made up of postcard attractions. Those who can love spending medium-long periods immersing themselves in the local reality; those who have a few days prefer insider, niche activities. Whether it’s the little restaurant absent from social media or the yard sale, the flea market, on private property, the watchword is uniqueness” says Tatiana Biggi (@tatianabiggiauthor of the blog since 2011 tatilovespearls.com), about to leave for Barcelona in search of vintage markets.
«Travel becomes a means to discover both the world and oneself. Life experience beats tourist experience, and therefore volunteer trips, backpacking, stays in green facilities are all welcome” concludes Biggi. Raised in the Dolomites, photographer and filmmaker, Giulia Gartner (@giuligartner) is followed closely by “digitarians” thanks to her desire to share the diversity of the world. «I have noticed a desire for connection among Gen Z travelers: with nature and with people. They yearn for immersive experiences in natural environments of great beauty. They are strongly influenced by visually captivating destinations they discover online, places like Iceland, Lapland, Norway, Portugal and the Alps, known for their spectacular landscapes and unique adventures” explains Giulia.
Eco adventures on the road
«Young people choose eco-friendly accommodation such as ecolodges and hostels, and love road trips to explore the territories at their own pace and in flexibility. The experiences we kids love include chasing the Northern Lights in the High North, surfing in Portugal and hiking in the Alps, showing our love of adventure and respect for the environment. We prefer to travel by trains and public transport to reduce the environmental impact. Furthermore, many put volunteering into practice as an integral part of their travels, contributing positively to the communities they visit” he concludes Giulia Gartner.
The Northern Lights at Abisko National Park, Swedish Lapland. (Photo: FRANCES Vincent / hemis.fr )
Francesca Giovinazzo and Tommaso Fogliata (@TakeMyHeartEverywhere1 million followers on Instagram), born in 1997 and 1998 respectively, are a couple of young travel content creators from Milan, who met at school, where they understood that their common passion was travelling. They have no doubts: «Digital detoxes are among the most popular trips (like those organized by the agency logoutlivenow.com, ed), thanks to which many young Gen Zers try to disconnect from technology during the holidays to reconnect with the real world. Remote destinations are growing more and more places without Internet coverage, or those to be visited for “volunteer tourism”travel for volunteer purposes supporting local communities.
It never sets Interrailthe train is a popular means of transport among young people and allows you to explore different cities in a way economical and ecological» they explain from the Cotswolds in England where they are traveling, before leaving for Africa. So where to find Z travelers? «Definitely in Spain, Greece and Italy for good food, Mediterranean culture and the slow lifestyle” add Francesca and Tommaso. «Lately, the South-East Asian area has been developing strongly with countries such as Indonesia, Thailand and Vietnam, appreciated mainly for their cultures. In terms of amenities in accommodations, Gen Z is looking instead reliable and fast wi-fi connection, accommodation accessible via apps or websitesand flexibility in check-in and check-out options.”
Many choose to follow the “vanlife” philosophy: «A way of traveling that is becoming increasingly popular: you can go wherever you want, whenever you want. You have total control of your itinerary, without fixed times or hotel reservations” he explains Ester Turri (@e.stis), freelance photographer, content creator and tireless traveler born and raised in the mountains of the Dolomites, who is preparing her next expedition, to the Canary Islands. «Life in a van is simple and minimalist, focused on the essentials, as well as being a low budget option if you have company. You meet new people spontaneously and every day is an adventure. I myself have just returned from a van tour in the Italian Dolomites to capture the autumn foliage. Nature is your companion and every day you wake up in front of breathtaking landscapes.”
Travel influencer: backpacking and local life
By listening to the travel influencers who matter most, you understand that Gen Z kids are much more demanding than in the past. «I believe that our generation is no longer satisfied with the traditional beach holiday under the umbrella: we are more attentive, aware and demanding. We prefer unconventional experiences and want to immerse ourselves in the places we visit: chat with local people, participate in traditional activities, share daily life while enjoying a typical meal prepared by the family, experience moments that go beyond those offered by the typical package tourist. We are the generation that has experienced the rapid spread of digital technologies and the omnipresence of the Internet. Connection is therefore a crucial aspect, which begins with sharing our adventures on social media: a fast and free wi-fi network is therefore a must. It is also ideal to always have a USB socket available to charge all electronic devices.
Gen Z on the hunt for nature
Kayaking in Svalbard, Norway. (photo: FRILET Patrick / hemis.fr)
Popular destinations? Iceland for its majestic landscapes and whale watching, the Portugal for surfing lovers, Japan for food culture, the Norwegian fjords for kayaking, the highlands of Scotland for hiking. Many digital nomads choose Bali for its natural beauty and relaxed culture.”
Gianluca Cocquio (@gianlucocq), born in Brescia, raised in Varese and moved to Milan, always a lover of travel, graduated in February 2020 a week before Lombardy was placed in the “red zone”, when all certainties collapsed. In July 2020 he leaves for Iceland by car and SiVola (sivola.it), a young tour operator with 60 coordinators and 10,000 departures a year, noticed him and recruited him.
For him the secret of the boys is to leave alone: «The problem is that it is difficult to find someone with the same interests, match dates and reach an agreement, so you go alone or with a group of strangers, thanks to whom you have no social pressure on you and no expectations to satisfy. In the last year I have traveled around Africa, including Namibia, South Africa, Tanzania and Uganda. These are not simple journeys: in Uganda we met the children of the Ruhija orphanage with which SiVola contributes, to try to make their lives a little better, and it was the most exciting moment of the trip. It is proof that Gen Z wants unique experiences that can only be had in that place, whether it be a cooking class to learn about the culinary culture of the place you are visiting or extreme sports. But yes, we are not sitting idle.” Far from it.
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