在1961年，柯达推出了首款旋转式幻灯片投影仪——550型。到了1966年，这款产品已完全售罄，美国各地的新潮人们在客厅里聚集，迫不及待地展示他们的度假照片给亲朋好友看。如今，这一传统转移到了社交媒体上，我们的观众通过屏幕观看。在数字化能力强、天生与屏幕和耳机相伴的Z世代，轻触按钮便能访问世界的任何角落。那么，旅游和酒店行业如何才能利用旅行体验吸引这一代线上用户呢？
In 1961, Kodak released their first Carousel slide projector, the Model 550. By 1966, it was completely sold out, and freshly tanned Americans across the nation gathered in their living rooms to show off their vacation photos to eager friends and family. Today, this ritual takes place on social media, and our audience watches from behind a screen. Born with a screen and a headset in hand, the notoriously digitally savvy Generation Z can access any part of the world at the touch of a button. How then, can travel and hospitality industries expect to leverage travel experiences to attract the online generation?
尽管Z世代仅占全球人口的三分之一，但其全球消费力已达到约1430亿美元，占所有消费者的40%。根据《福布斯》报道，到2025年，千禧一代和Z世代将占据奢侈品销售的45%。对许多Z世代旅行者而言，旅行的主要动机之一是将旅行内容发布到数字平台上。70%的美国千禧一代和Z世代旅行者寻求与家人和朋友未曾体验过的独特体验。要想吸引Z世代的注意力，比以往任何时候都更需要一种真实且富有战略性的方式。
Despite representing one-third of the global population, Gen Z has an estimated global spending power of $143 billion, making up 40% of all consumers. And according to Forbes, 45% of luxury sales will come from Millennials and Gen Z by 2025. The main motivation for many Gen Z travelers is to post content of their trips to digital channels. 70% of American millennial and Gen Z travelers seek unique experiences that their family and friends likely haven't considered. More than ever, capturing the attention of Zoomers requires an authentic and strategic approach.
奢华与个性化
“一刀切”的假期套餐已经过去。Z世代要求的是符合自己价值观的深思熟虑和个性化体验。虽然奢华和个性化是这一代的标准要求，但这并不意味着所有的体验都需要奢华无比。关键是提供符合他们偏好的、有意义的选择，而不至于让人感到过于繁复或压力山大。
Luxury and Personalization
Gone are the days of one-size-fits-all holiday packages. Gen Z demands thoughtful and personalized experiences which resonate with their values. While luxury and personalisation are standard for this generation, it doesn't mean everything needs to be extravagant. The key is to offer meaningful options that cater to their preferences without overwhelming them.
可持续旅行
Z世代十分看重可持续性。据Booking.com的调查，这一代人更倾向于选择环保和可持续的旅行选项。为了吸引并保持Z世代的忠诚度，品牌应强调可持续的做法并支持社会事业。这可以包括减少塑料废弃物、推广节能、帮助当地社区等措施。
Sustainable Travel
Gen Z places a high value on sustainability. According to Booking.com, this generation is more inclined to select eco-friendly and sustainable travel options. To appeal to and retain Gen Z, brands should emphasize sustainable practices and support social causes. This can involve initiatives like minimizing plastic waste, promoting energy conservation, and aiding local communities.
刺激五感体验
Z世代通过视觉和听觉沉浸在数字世界中，但味觉、嗅觉和触觉却尚未完全体验。如何创造一个全方位的体验，让他们在没有屏幕干扰的情况下，感受到不一样的维度？例如，餐厅的美食应当精致，水疗中心的按摩感受要无与伦比，大堂的香氛要令人回味无穷。
Stimulating All 5 Senses
Immersed through vision and sound, but not taste, smell, and touch. At least not yet. Creating a holistic experience, meeting Gen z’ers in dimensions not touched by their digital devices. The flavors at the restaurant should be exquisite, the feeling of the spa’s massages should be unparalleled, the fragrance of the lobby should bring back memories.
从隐私到“远离人群”
Z世代通过社交媒体和流媒体服务看过世界上的各种奇观。如果他们打算去巴黎旅行，埃菲尔铁塔的可见度并不是他们衡量旅行价值的唯一标准。住在一个在Instagram上从未见过的地方——这才是吸引他们的亮点。酒店品牌必须培养隐私这一行业的传统标准，通过提供真正“远离人群”的独特体验来吸引Z世代，因为这不仅仅满足他们对隐私的需求，更让他们体验到新的事物。
From Privacy to ‘Off The Beaten Path’
Gen Z has seen the world’s wonders hundreds of times over social media and streaming services. If they intend on visiting Paris, visibility of the Eiffel Tower isn’t the sole determinant of the value of their stay. Staying somewhere they haven’t seen on Instagram a million times – that’s attractive. Hospitality brands must cultivate the age-old industry standard of privacy by providing experiences which are genuinely off the beaten path, because it caters to more than the need for privacy: it shows them something new.
数字化沟通
对Z世代来说，保持联系至关重要，这意味着他们希望通过智能手机、平板电脑和其他设备与住宿方进行无缝沟通。拥抱科技并提供流畅的数字体验对于在市场中保持竞争力至关重要。这可以是提供移动自助入住和退房选项、提供高速Wi-Fi、以及支持移动支付等简单的举措。
Digital Communication
Staying connected is important to this generation, which means they expect seamless communication with their accommodations through smartphones, tablets, and other devices. Embracing technology and providing a seamless digital experience is vital to staying afloat in the market. This could be as simple as offering mobile check-in and checkout options, providing high-speed Wi-Fi, and integrating mobile payment methods.
总之，要吸引长期在线的Z世代，旅游和酒店行业必须进行创新和调整。通过提供个性化、可持续和多感官的体验，这些行业能够与这一代人的价值观产生共鸣，并提供独特且不为人知的目的地，从而满足公众对真实性和新鲜感的渴望。同时，将无缝的数字化沟通和技术融入到旅行体验中，能帮助满足Z世代的期望，保持竞争力。随着Z世代的影响力不断扩大，那些能够战略性地迎合他们偏好的企业，将在这个不断变化的市场中脱颖而出。
In conclusion, captivating the chronically online Generation Z, travel and hospitality industries must innovate and adapt. By offering personalized, sustainable, and multi-sensory experiences that resonate with this generation’s values, and providing unique, less-explored destinations, these industries can appeal to the public desire for authenticity and novelty. Integrating seamless digital communication and technology into the travel experience is essential to meeting expectations and maintaining competitiveness. As Gen Z's influence continues to grow, businesses that strategically align with their preferences will thrive in this evolving market.