Tips and Tricks for Attracting Gen Z Clients

The travel industry is often geared towards the interests of millennials as they are a large generation actively looking to incorporate travel into their everyday lives. However, Generation Z is growing up and bringing with them a new wave of untraditional travel demands that will reshape how advisors market to these potential clients. Here are four tips and tricks you can use to expand your business and appeal to this up-and-coming generation.

Enhance Your Social Media Presence

Establishing an online presence has always been considered important in appealing to any client because of its reach. But for a generation that’s only ever known a technologically advanced world, a credible social media presence could prove to be that much more meaningful to your business. So, what does Gen Z look for on an advisor’s socials?

Type of Content Featured: If there’s one thing to know about this generation, it’s that they can pinpoint accounts run by millennials from a mile away. References to pop culture that are no longer relevant, attempting to use slang terms, the use of particular emojis and older filters on pictures are all tell-tale signs that an advisor is “out of touch.” Understandably, this can feel conflicting as you likely want to appeal to a variety of audiences who have very different expectations of your content; so ideally, striking a balance is best. Being able to show your versatility as an advisor goes a long way in establishing your credibility as you appear to be more “in the know.”  

Size of Your Following: Have no fear, this isn’t as intimidating as it sounds. This doesn’t mean that you need to have hundreds of thousands of followers on each platform. It does mean, though, that a very small following can be off-putting to new clients. For instance, having under 100 followers can make an advisor seem inexperienced because there aren’t many people who can vouch for their work. Growing your social media following is certainly not instantaneous, so it’s not something to stress over. Continuing to invest time in building connections and posting original content is a best practice to achieve your business goals.

Relatability: This goes hand in hand with the type of content featured on your socials. If you appear unable to relate to Gen Z, how will they know that you can plan a trip that suits their needs? 

Offer Budget-Friendly Options

Perhaps another tip that seems obvious, but Gen Z takes frugal to a whole new level. Unlike millennials or even baby boomers, Gen Z typically isn’t looking for an all-inclusive resort or a top-of-the-line hotel room. This is a generation who would be willing to stay in a hostel or Airbnb if it meant saving a few bucks. This mindset also applies to other aspects like flights and day-to-day transportation. Remember, Gen Z wants to spend their money on the experiences of a particular destination, not so much on the arrangements to get there. Utilizing your socials is a great way to showcase these options and demonstrates your extensive knowledge as an advisor.

Recommend Appropriate Places and Activities

As with any client, the desired goals of the trip will vary. However, with a group like Gen Z, spontaneity and risk-taking are key for a memorable trip. This is a group willing to do some crazy things if it means having a good story to come home with, so it’s important to understand that relaxation might not always be the first priority. Having the ability to recommend the best nightclubs or activities for the daredevils goes a long way in establishing versatility and drawing in a new clientele.

Living like the locals is also an important element to Gen Z travelers. Sure, some touristy stops will likely be on the to do list, but these visitors seek authentic experiences too. Is there an underrated local beach nearby as opposed to the more popular one? What about a hidden gem restaurant with the best cuisine? These details help travelers to feel more immersed and knowledgeable about the places they’re visiting, so advisors need to be up to date to make these kinds of appropriate recommendations.

Provide Quick and Honest Communication

While this is important for any advisor working with clients of any age, it means much more to a technology-oriented generation. With the world at their fingertips, finding a different advisor is only a couple of clicks away, so making sure you’re accessible is a major component for attracting this younger crowd. Gen Z certainly has an appreciation for work-life balance, and boundaries are to be expected, but availability during work hours or when things inevitably go awry on their trip is necessary in making a lasting impression.

Honest communication with your clients is extremely valuable as well. If you’re unable to fulfill various wishes or can’t make something work within the allotted budget, beating around the bush is only going to deter clients instead of providing an opportunity for compromise. Ultimately, incorporating Gen Z into your business model doesn’t mean complete reconfiguration. With a few minor tweaks and adjustments, learning the nuances of this young generation will be the key to success.