Travel companies will have to cultivate their social media presence to attract the younger generation.
If travel companies want to capture the business of Gen Z travelers, they'll have to rethink their approach, according to research by Bernstein. Those in the younger generation — born between 1997 and 2012 — don't just use the internet differently than their older counterparts, they are increasingly likely to engage with social media platforms to find information, analyst Richard Clarke wrote in a Wednesday note.
mountain Airbnb year to date "Airbnb looks best at attracting the youngest visitors, in part helped by its content being the most social media friendly," Clarke wrote. The vacation-rental platform has the highest skew to 18-24 year olds and 5.4 million Instagram followers, the highest among travel companies, he added. Clarke has an overweight rating on the stock and a $168 price target, implying about nearly 33% upside from Friday's close.
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Monsoon Journey: A Wellness Retreat In IndiaI’m a travel and lifestyle authority and a content strategist. In this column, 'Transformative Travel,' I look at how travel can change lives. I profile the doers and the disrupters and cover the trends and the destinations that appeal to modern travelers. I have been writing about travel since the early days of my career, when I started off as a honeymoon editor, even though—ironically—I was single at the time. Since then, I have written for a number of publications, including Food & Wine, Wallpaper and The New York Times. I have been the editor-in-chief of Yahoo Travel, which was named the top online travel magazine under my leadership. Before that, I was deputy editor of Travel & Leisure. Throughout my career, I have appeared regularly on television, including Good Morning America and NBC Today. Journalism is part of my heritage: My great great grandfather was a Civil War correspondent for the Chicago Tribune. Follow me on Twitter (laurabegley) and Instagram (laurabegleybloom).
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