Social media and Generation Z: keys to attracting new travelers
Marketing 26/08/2024
Generation Z, which includes those born between 1997 and 2012, has grown up influenced by digital technology, social media and instant access to information. Unlike their predecessors, they have not known a world without the internet, which has significantly shaped their behavior, values and expectations.
In the travel sector, Generation Z is redefining the rules of the game, prioritizing authenticity, immediacy and visual experience when choosing their vacation destinations. According to a study by the consulting firm Resonance, 93% of Gen Z travelers use social media to get inspiration when planning their trips, and more than 50% decide their destinations based on what they see on these platforms.
On social media, a picture is worth a thousand words, and that's why Instagram, the photo network par excellence, is becoming a staple for young travelers. Searches for hashtags like #travelinspo and the name of the destination are a must for finding the ideal vacation spot.
For hotels and tourist destinations, having a strong and well-managed presence on social media is more crucial than ever. A neglected or outdated profile can be the reason why a potential guest decides not to choose your establishment. This is where a well-defined social media strategy can make all the difference.
At Paraty Tech, we understand the importance of a solid presence on social media for hotels and hospitality establishments. That is why, through our digital marketing agency, Paraty Digital Suite, we offer a comprehensive service designed to effectively optimize and manage your establishment's social media, among many other solutions.
Within our digital marketing agency (where we cover everything from connectivity and management of metasearch engine campaigns to the design and sending of email campaigns, including SEM, SEO, remarketing, etc.), we also provide a full range of services focused on social networks.
We've seen it all before, Instagram never stops updating its algorithm and adding new features... It's non-stop! But here are some examples of content that always works and is liked by the audience:
In an era where Generation Z is redefining travel consumption through social media, adapting your digital strategies to their preferences is essential. At Paraty Tech, we help you connect with these new travelers through our agency Paraty Digital Suite, which optimizes the management of your social media to stand out in a competitive environment, maximizing your visibility and relevance in the tourism market.
In the travel sector, Generation Z is redefining the rules of the game, prioritizing authenticity, immediacy and visual experience when choosing their vacation destinations. According to a study by the consulting firm Resonance, 93% of Gen Z travelers use social media to get inspiration when planning their trips, and more than 50% decide their destinations based on what they see on these platforms.
How does Generation Z use social media to choose their vacations?
On social media, a picture is worth a thousand words, and that's why Instagram, the photo network par excellence, is becoming a staple for young travelers. Searches for hashtags like #travelinspo and the name of the destination are a must for finding the ideal vacation spot.
- Visual inspiration and destination discovery: Instagram and TikTok are the top platforms where Gen Z seeks inspiration for their travels. Visual content is king for this group, with 70% stating that engaging images and videos are the main reason they choose a travel destination. Destinations that manage to capture attention with striking visual content have a clear advantage.
- Influencers and user reviews: Influencers play a crucial role in Gen Z’s travel decisions. A report by Global Web Index indicates that 61% of this generation follows travel influencers, and 40% have booked a trip after seeing one recommended by one. In addition, opinions and reviews on social networks are also decisive, since they trust the experience shared by other users more than traditional advertising.
- Authenticity and relatable content: Gen Z values authenticity above all else. They prefer to see genuine, unfiltered content that shows the true essence of a place or hotel. Establishments that are transparent and show both their strengths and more down-to-earth qualities are perceived as more trustworthy and authentic.
The importance of taking care of the social networks of hotel establishments
For hotels and tourist destinations, having a strong and well-managed presence on social media is more crucial than ever. A neglected or outdated profile can be the reason why a potential guest decides not to choose your establishment. This is where a well-defined social media strategy can make all the difference.
Why is it essential to take care of social networks?
- First impression : Often, the Instagram or TikTok profile is the first point of contact between a potential customer and a hotel. A visually appealing profile, with up-to-date content and a clear narrative, creates an immediate positive impression.
- Interaction and customer service : Social media is not only a marketing tool, but also a direct communication channel. Generation Z expects quick and personalized responses, making social media a crucial channel for customer service. Good handling of interactions can improve the hotel’s reputation and foster customer loyalty.
- Community building : Fostering an active and engaged community around the hotel’s social media can create a ripple effect. Satisfied guests who share their experiences and recommend the hotel through their own networks act as brand ambassadors.
Paraty Digital Suite: the comprehensive solution for efficient social media management
At Paraty Tech, we understand the importance of a solid presence on social media for hotels and hospitality establishments. That is why, through our digital marketing agency, Paraty Digital Suite, we offer a comprehensive service designed to effectively optimize and manage your establishment's social media, among many other solutions.
What do we offer with Paraty Digital Suite?
Within our digital marketing agency (where we cover everything from connectivity and management of metasearch engine campaigns to the design and sending of email campaigns, including SEM, SEO, remarketing, etc.), we also provide a full range of services focused on social networks.
- Customized content strategy: Without a strategy, there is no point in having a presence on social media. That is why, at Paraty Tech, we develop a content strategy aligned with your brand identity and your audience's expectations. This includes creating attractive visual content that highlights the best features of your hotel.
- Social media management: We take care of the day-to-day management of your social media profiles, ensuring an active and consistent presence on all relevant platforms. This includes scheduling posts, managing interactions and monitoring comments and reviews.
- Analytics and reporting: We offer detailed analysis of your social media performance, providing key insights into reach, engagement and conversions generated. With this data, we continuously optimize your strategy to maximize results.
- Social Ads Campaigns: Following the strategy, we create specific campaigns for your establishment with segmentation appropriate to the preferences of your buyer persona. This way, reaching more potential customers will be even easier.
Social media content ideas
We've seen it all before, Instagram never stops updating its algorithm and adding new features... It's non-stop! But here are some examples of content that always works and is liked by the audience:
- Guest Reviews & Experiences: Post stories and reviews from real guests sharing their experiences at your hotel. This content is highly credible and will resonate with Gen Z.
- Behind the Scenes : Show the inner workings of your hotel, from the preparation of dishes in the restaurant to the attention to detail in room cleaning. This generates transparency and trust, making it one of the most popular content on social media.
- Interactive content: Create polls, questions, and contests that engage your audience and encourage participation. Post stories with the poll or question sticker and you'll get more visibility on your profile, as well as being a plus for the Instagram algorithm.
- Travel Guides and Local Routes: Publish travel guides or custom routes that guests can follow around your hotel, including recommendations for restaurants, activities, and historical sites.
- Exclusive Flash Sales on Social Media: Launch flash offers or exclusive promotions that are only available to your followers on social media, encouraging loyalty and continued following.
In an era where Generation Z is redefining travel consumption through social media, adapting your digital strategies to their preferences is essential. At Paraty Tech, we help you connect with these new travelers through our agency Paraty Digital Suite, which optimizes the management of your social media to stand out in a competitive environment, maximizing your visibility and relevance in the tourism market.
