The US Digital Tourism Think Tank is advising that Generation Z, the next behind Millennials and born between 1995 and 2015, will account for 40% of all consumers by 2020, and are already having a big impact on luxury travel.

As the YouTube generation, they have been exposed to a world of destinations and experiences from a very early age and are more likely than any other generation to travel outside the US and influencing family spending decisions to travel off the beaten path.

Currently the top two family travel trends are active and multigenerational, influenced by the desires of Gen Z.

The advice to travel advisors is to be all over social media, advertising trips to Gen Z  including “someone that looks like them,” or the message may get ignored.

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