Move over, millennials. Gen Zers — the generation born between 1997 and 2012 — are coming into their own when it comes to spending power, and many are choosing to spend on travel. While their initial entry into the category was hindered by the COVID-19 pandemic, the youngest generation of adults is making up for lost time by traveling enthusiastically and often. Travel brands must understand Gen Zers’ unique behaviors and expectations and lay the groundwork with them now to ensure future success.
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