Understanding Generation Z travellers, an Australian perspective and a worldwide tool.

Abstract

Generation Z represents an important portion of the global population. Its influence on the market and the ability to reshape the offer are rapidly increasing. The provision of services and experiences tailored ad hoc for young travellers is a necessity for the tourism sector in order to be able to remain competitive and relevant in its offer. The purpose of the thesis is to provide a comprehensive understanding of Generation Z travellers, in order to suggest a tool that will help ensure the development of the travel industry in meeting the demands of this new demographic group. An analysis of the characteristics of the generation will be conducted exploring existing research and quantitative data on behaviours, motivations, values and attitudes, to better understand the group at its core and in relation to previous generations. After defining the cohort subject of this study, an overview of the current state of travel industry will be presented in order to consider the current background of action. It will follow a zoom on the Australian market, focus of the collection of data. Adopting the approach and methodology of UX research, a collection of qualitative data from user interviews will be used as complementary to the literature review to dive deeper into travellers real expectations and needs and highlight similarities and disparities in the current knowledge on the topic. To conclude, a presentation and discussion on the findings is aimed at outlining possible and innovative solutions that will consider a holistic approach, hypothesising an achievement in trying to satisfy Generation Z travellers real needs and expectations.