Hotels targeting younger customers should make sure they are social media savvy, according to research by Travelzoo.
The travel deals website has found that 55% of survey respondents born after 1996 – known as Generation Z – say how their holiday will look on social media is a top priority. And 42% of ‘Millennials’ (those born between 1987 and 1995) agree.
But only 10% of ‘Baby Boomers’ (born between 1946 and 1965) say it is among their major concerns.
The research also found a split in how social media influences bookings, with two-thirds of Generation Z respondents saying it does while 90% of Boomers say it has little influence on their decision making.
Instagram and Facebook proved to be the most powerful channels among Millennials and those in Generation Z, according to Travelzoo’s research.
The survey also found that more than half of ‘Millennials’ polled like the idea of a holiday without any digital devices and 60% of ‘Gen Z’ respondents believe a break from social media would help them recharge more on holiday.
Joel Brandon-Bravo, Travelzoo’s managing director for the UK, said: “Whether or not they can resist the urge to snap and share is debatable.
“What is certain is that hotels and restaurants that aren’t thinking of how best to present themselves for social media will get left behind and will lose customers to more photogenic and social-savvy competitors.”