ABTA 2014: It’s all about GenZ
Travel industry bosses were warned they need to start taking note of Generation Z, the customers of the future.
Steve Barrass, managing director of Gold Medal Travel, told the Travel Convention that GenZ – those born around 2000 – are ‘very different’ from today’s consumer.
He described them as less risk averse, well-travelled and with a long life expectancy. "They will have travelled six times before they’re 18 and they’ll live to over 100. I think you need to start thinking about Genz. Take a peek at it," said Barrass.
Talking about the key to running a successful business, Barrass said companies needed to ensure they had access to sufficient cash, they employed the right staff, looked after their customers and offered something unique. "It’s as much about choosing what you don’t do," said Barrass.
David Burling, managing director of TUI UK and Ireland agreed that good staff were crucial. "I can’t emphasis enough that you need the right people; if you don’t have the right people in the right areas you won’t succeed," he said.
The Travel Convention heard that in the future there will be a shortage of employees with IT skills. "There are already certain people with certain skills that are really sought after," added Burling.
But Barrass said that although technology could be ‘an enabler’, he said it couldn’t replace good people skills. Burling agreed, adding: "Even the best algorithms are nowhere near as good as the best travel advisors."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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