In South Africa, younger generations – Gen Z and Millennials – are increasingly turning to travel agents instead of using online booking platforms themselves.
Asata CEO, Otto de Vries, told Travel News that it was a fascinating shift because, before the pandemic, industry had noticed travellers moving away from traditional travel advisers to online booking platforms.
“The pandemic saw a massive return to the traditional travel adviser. But what’s intriguing is that the generation most adept at navigating the online world – Gen Z – is also actively choosing to engage with travel advisers. They understand the vast resources available online, yet they still recognise the unique value a travel adviser brings to the table.”
De Vries added that research conducted by IBS Software in the US indicated that 38% of Gen Z and Millennials preferred travel agents over online booking, recognising the complexity of trip planning and the value of professional guidance.
Sue Garrett, GM, Supply, Pricing and Marketing at Flight Centre Travel Group South Africa, told Travel News that the Group in South Africa had seen an uptick in Gen Z and Millennial customers recently.
“Over the past six months, we’ve had about a 5% increase in the 20-24 age group and an 8% jump in the 25-29 bracket. These younger travellers often come to us during peak periods, suggesting many are students planning big trips.”
Capitalise
De Vries believes that to capitalise on this growing trend, travel agents should showcase their expertise as experience creators.
“Focus on curating unique, authentic, and personalised trips that resonate with the interests of younger travellers. Use social media platforms to share engaging content, insider tips, and inspire adventure.”
He added that the return of younger travellers to the traditional travel adviser aligned with Asata’s 21st Century Travel Agent study. “Younger travellers crave authenticity, sustainability, and personalised experiences. They want to connect with destinations on a deeper level, prioritise well-being, and make a positive impact.
“Travel advisers who embrace these values, offer immersive itineraries and leverage technology to personalise the travel experience, will not only attract younger generations but also shape the future of the industry. It’s a testament to the enduring importance of human connection and expertise, even in an increasingly digital world.”
Trends
Garrett said Flight Centre Travel Group’s data showed that Gen Z and Millennials preferred flight-only bookings, followed by flight-and-hotel packages. Popular destinations include the UK, US, Dubai, Thailand and Australia. “This mix reflects visits to family and friends, especially in the UK, US and Australia, explaining the flight-only trend.”
She noted that Thailand and Dubai attracted younger travellers and the demand was for affordable packages and straightforward visa processes. Turkey is also gaining popularity for similar reasons.
“Surprisingly, cruising is attracting more young travellers than before. It seems they’re discovering the appeal of this style of travel that was once associated with older generations.”
Flight Centre Travel Group has also noticed Gen Z and Millennials leaning towards budget-friendly travel.
“That said, it’s about more than just the cheapest option. Some are happy to splash out for a unique experience or a longer trip they’ve saved for. Overall, these travellers are pretty savvy. They’re looking to stretch their rands and get the most bang for their buck, balancing their travel dreams with what’s in their wallet,” said Garrett.
Dominique Frick, GM of WOLO Travel, said Gen Z and Millennial travellers tended to prefer mid-range budget holidays.
“They aren’t looking for basic entry-level experiences, but they’re not necessarily seeking ultra-luxury either. They want comfortable resort-style holidays that offer the flexibility to explore the destination as much as they like while also enjoying the amenities of their accommodations.”