Gen Z Travel: Regenerative

Tourism
WGSN Insight introduces regenerative tourism – the new
way Gen Z is making an impact through their travels

Brielle Saggese
10.29.21 · 7 minutes

Salty Aura
Analysis
As the industry bounces back from pandemic losses, travel companies and
destinations are keen to target Gen Z consumers. According to travel operator
Contiki, more than half of Gen Z say they would travel immediately, even if it
meant paying for a hotel room to quarantine.

During the pandemic, many young consumers have missed out on celebrating
milestones, birthdays, gap years and spring breaks on vacations with friends and
family. To make up for lost time, they are ready to revenge travel and splurge on
travel experiences and destinations. Compared to other generations, Gen Z is the
first to book revenge travel, with 51% planning international trips and 37% opting for
domestic trips – the highest rates in both categories.
But as young travellers plan their next vacations, they'll also be travelling with
stronger standards for tourism's sustainability, ethics and inclusivity post-pandemic.
In a global study of 2021 travel concerns, Gen Z travellers were not only the
generation that felt most strongly about responsible travel, but also three times as
likely to get involved in volunteering and restoration projects on holiday.
Before they book their next trip, these young travellers will expect the industry to
mirror their standards. This report explores how travel companies and destinations
can embrace a regenerative tourism model that focuses on community, sustainability
and impact.

Salty Aura

1
Simple pleasures
While many revenge travel plans include lavish excursions and activities, Gen Z
consumers want to travel more simply. Rather than packing vacations with
cruises, amusement parks or festivals, they're looking forward to modest
experiences that embrace a low-impact focus.

This travel mindset is an evolution from the environmental activist cohort, who would
spend a portion of their holiday doing activities to offset the rest of their trip. Now,
these travellers are moving past offsetting and instead choosing lower-impact
activities, as seen by their rising interest in simple-pleasures tourism. According to a
2021 survey by Contiki, simple pleasures are the top activities Gen Z want most on
their next trips, including stargazing (87%), exploring the outdoors (62%) and having
adventures (56%).
Simple pleasure activities tend to have low, if any, environmental impact because
they're o en about observing and appreciating a new environment from a distance.
At South African wilderness retreat Bliss & Stars, guests get the unique experience
of seeing a clear night's sky via the three-day Star Bathing package. The stay includes
guided stargazing sessions and night hikes so they can experience the starry sky
without light pollution and without negatively impacting the local area. Other simple
pleasures, including animal watching, hiking or finding a relaxing view, will appeal to
the mindful Gen Z traveller. Travel experiences can invoke a simple pleasure
mindset by offering a morning walking tour, a map of local must-see views or a
stargazing guide.
Bliss & Stars Wilderness Retreat

Offering the simple pleasure of stargazing, Bliss & Stars' three-day Star Bathing package lets
guests enjoy a clear night's sky

2
Immersive experiences
Pre-pandemic, Gen Z already had the most travel regrets of any generation,
with 82% regretting a cancelled trip. This has only grown after missing out on
youth travel experiences, including study abroad programmes, class trips and
destination spring breaks during the pandemic.

Compared to other trips, these types of programmes o en offer unique

opportunities for cultural immersion, foreign language learning and personal
growth. While many Gen Z students have since aged out or lost the chance to
participate in them through school, they're now recouping these experiences on
their own time.
Cash-strapped travellers will look for domestic trips that immerse them in their own
country. Specifically for Gen Z travellers, who make up the world's most diverse
generation, many will take domestic trips as a chance to learn about
underrepresented communities and cultures. In the US and Australia, some travel
groups are finding success by immersing local travellers in indigenous experiences.
On travel company Intrepid's Zion Ranch Stay, travellers share a meal with an
Indigenous Navajo family near Zion National Park.
Older Gen Z travellers will look for international experiences that recreate study
abroad programmes. In April, American tour operator Sojrn launched month-long
work residences for adults around the world so they have time to immerse
themselves in the local community. For those who have already graduated or missed
the spring break season, these programmes offer the rare chance to make up for
lost time during the pandemic. Intrepid Travel

Intrepid has launched several Indigenous travel experiences, including a Zion Ranch Stay where
guests share a meal with a Navajo family near Zion National Park

3
Mindful pilgrimages
Gen Z represents an already mindful generation – more than 80% share a sense
of spirituality by practising a religion, mindfulness or mystic faith. As travel
reopens, they'll look for mindful and spiritual destinations that help connect
them with their beliefs on a larger scale.

This focus on mindful travel can be best seen in the rise of pilgrimages. Compared to
youth missions trips which aim to serve other communities, pilgrimage walks focus
on one's inner growth and spiritual journey, and are a part of a quickly growing travel
sector.
Before international travel shutdowns, Iraq's annual Arbaʼeen pilgrimage saw more
than 25 million pilgrims taking part. While these numbers weren't possible in 2020 or
2021, countries are taking the time to improve future pilgrim experience by investing
in local infrastructure and digitising pilgrim certifications. In Saudi Arabia, where
Muslim pilgrims represent a $12bn market, the country has invested in updated
transportation and hotels around pilgrim sites, as well as a smart card programme to
scan pilgrims in and out of Mecca locations. These kind of updates will be especially
attractive to young travellers, who appreciate a more modern experience.
Pilgrimage trips can also offer mindful experiences outside of religion. According to
a survey by The British Pilgrimage Trust, only 13% of pilgrims cited religion as their
main motivation, while about half quoted emotional wellbeing, spirituality or cultural
heritage. Seeing that the pandemic was a time of reflection for many, pilgrimage
walks are likely to be a popular travel choice for those looking to continue their
spiritual journeys. El Palais

Pilgrim numbers on Spain's Camino de Santiago broke records in 2019, with 347,578 travellers
making the full trip

4
Impact gaps
Many students are reconsidering their education and career plans to take some
time off in an impactful way. Instead of enrolling for virtual classes or applying
for rst jobs during a pandemic, these travellers are turning toward gap
programmes that offer one-of-a-kind travel experiences.

This group represents a new generation of students and professionals who question
the nine-to-five work lifestyle. Millennial Conscious Slackers first desired a better
work-life balance, but Gen Z questions working life altogether, especially during a
pandemic when they don't have the same opportunities as past generations.
According to the US National Student Clearinghouse Research Center, college
enrolments dropped more in spring 2021 than any semester on record.
Seeing that Gen Z expects to make an impact through their careers more than any
other generation, this time off is meant to be purposeful. While they may not be
pursuing that impact through education or a job, they're using alternative work
programmes to fill their time with purpose and learn new skills in a new place. From
farming to permaculture to political activism, programmes offer worldwide housing
in exchange for volunteer work – a deal many have jumped on. Popular alternative
work model World Wide Opportunities on Organic Farms reported a 50% rise in
volunteers during the pandemic, many of them young people.

WWOOF

World Wide Opportunities on Organic Farms offers volunteers the chance to work and learn new
skills in exchange for free lodging around the world

5
This interest in purposeful, educational programmes is
influencing larger tourism experiences. Around the
world, countries are designing new tourism packages
that make a positive impact, while also teaching
travellers local skills.
On Hawaii's Kauai island, its pandemic tourism
programme teaches tourists how to protect local
endangered animals. At Australia's One&Only Wolgan
Valley resort, guests can take guided foraging and
cooking classes in an effort to restore the lands
destroyed by the 2019 wildfires.

One&Only Wolgan Valley

One&Only Wolgan Valley resort launched a regeneration plan to teach guests how to care for natural lands that were damaged by the
2019 wild res

6
Symbiotic retreats
When they return to travel, Gen Z consumers count wellness activities as one of
their top tourism experiences (46%). But as an eco-conscious generation,
they'll take a more mindful approach to wellness travel with trips that consider
their personal and environmental health together.

This mindset comes from the ethical consumer group Symbiosis Seekers, who view
humans and nature as part of one connected system. Similarly, Gen Z travellers will
explore wellness tourism through a symbiotic approach that connects their
wellbeing to the planet. This means they'll look for symbiotic experiences that
honour the native land and environment wherever they travel.
Symbiotic trips can create this experience by leveraging sustainable and locally
sourced products as part of wellness treatments. In its 2021 wellness package,
Finch Bay Galapagos Hotel in Ecuador serves meals that highlight local ingredients
and boast immune-supportive and anti-inflammatory properties.
Other symbiotic experiences can focus on community wellness by supporting local
cultures' histories of healing in their wellness treatments. Mexican luxury hotel
group Chablé has designed its wellness retreat to heal guests physically and
emotionally using ancient Mayan rituals and philosophies. From harmonising rituals
to guided water ceremonies to a Chablé Janzu Water Massage, each treatment not
only focuses on travellers' wellbeing, but also amplifies Mayan healing practices
and ingredients.

Chablé

Chablé Hotels' ancient Mayan rituals and ingredients to build a symbiotic wellness retreat that
respects personal and community wellbeing

7
1 234
Action points
Pare travel back to simple
pleasures
Give Gen Z the simple travel
experiences they want through
stargazing, animal watches, nature
walks and peaceful views
8
Immerse travellers in
experiences they may have
missed
Offer domestic travellers the chance to
immerse themselves in local and
indigenous cultures. Give older Gen Z
travellers the opportunity to make up
for lost time in adult study abroad
programmes
Embrace Gen Z's mindfulness
with spiritual tourism
Take Gen Z on spiritual and mindful
journeys via pilgrimage walks and hikes.
Update traditional pilgrimages with
digital experiences and modern
accommodation
Honour personal and
environmental wellbeing in
wellness trips
Embrace symbiotic wellness that
connects tourists' personal wellbeing
to the nature and community around
them. Draw from local ingredients and
healing practices for an immersive
experience
Related reports

US Youth: Post- Boomers & Gen X: Travel China: Travel Strategies Gen Z Travel: Woke Travel Trends: Cannabis
Coronavirus Travel Plans Pro les 2021 2021 Tourism Tourism