These digital nomads are earning a living as they travel and optimising their time in different countries and cities by threading leisure travel experiences into their professional work structures. This opens huge doors of potential for the tourism industry to attract Gen Zs embarking on bleisure travel – who are spending their money on fully experiencing destinations and their attractions – across both leisure and business travel.

But this sharp and tech-smart generation needs fresh, innovative and engaging marketing tactics to grab their attention, build brand trust, and then convert into profitable business.

Here’s what tourism businesses need to know about the Generation Z bleisure traveller, and how to market to them.

1.Capitalise on the Gen Z tech connection

Gen Zs were born surrounded by smart technology, so they expect tech to be part of their business travel experience. So much so, in fact, that they do their own travel research and often prefer to make their own bookings so that they have full control of their travel experience, and can customise elements according to their preferences.

Online tools such as flight, accommodation and transport search-and-compare engines enable Gen Zers to find airlines, flight times, and unique and interesting hotels that fit their preferences.

Top tip: As a tourism business, ensure that your brand is accessible and easy to engage with on the digital platforms on which this generation spends most of its time. This includes social media channels like Snapchat, TikTok, Instagram, and YouTube – with TikTok currently being the most popular amongst Gen Zers, who enjoy short-form video content.

2.Unconventional accommodation with heart

Gen Zs are all about experiencing new and different things, and that includes where they stay while travelling. Smaller boutique hotels and short-stay accommodation are popular because they offer a different, more intimate experience for working digital nomads.

Top tip: Now is the time for smaller establishments to step up their marketing efforts. But keep it authentic – the “human element” is vital in building rapport and relationships with Gen Zs. Share meaningful experiences that they can enjoy when they’re taking time out of a busy work day – tapping into that emotive “me too” side is powerful when connecting with Gen Zs. And use storytelling! Stories build a taste of what an experience could be like, so they are already “committing” to you and your establishment.

Don’t forget to signpost the workplace-supportive features that your establishment has as well. While this generation plays hard, they work hard too, and need the facilities and amenities to support a streamlined work experience.

3.Give them what they want – for as long or short a time as needed

Gen Zs are like experience sponges – they want to experience as much as possible- and extra initiatives to deliver this for them will earn you a big gold star in their books. They also like to experience the “better things in life” that they may not normally have access to in their own daily lives.

“If you know a Gen Z has booked into your establishment, go the extra mile and bring in extra luxuries for the time they’re staying there,” suggests Jazeign Kesari, national procurement manager at Teljoy.

Courtesy of Bizcommunity – read full article here.