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Published on Sunday, June 16, 2019

Generation Z 'won't book with firms that don't offer responsible travel'

Holiday brands targeting young travellers must have a responsible travel policy, according to Anna Fawcett, global head of marketing of youth specialist Top Deck.

She said Generation Z, those under 25 years old, are more eco-conscious than older generations.

Speaking at the Generation Travel event hosted by creative and media agency eight&four, Fawcett said: "Brands in the youth market need to stand for something.

"We're having people call up and ask us what our responsible travel policy is. Gen Z expect it. If you aren't doing it, they won't choose you."

Fawcett also said youth brands who worked with 'influencers', such as bloggers, need to make sure they're authentic.

"Millennials and Gen Z are very cynical, so if one day your influencer is touting your competitor, then they are with you and the next day they are selling slimming tea detox - your audience is going to know it's not real and it's advertising," she said.

The Generation Travel Survey of 2,000 people commissioned by eight&four found that while almost a quarter find it quicker and easier to book via a travel agent, 26% think they're more expensive than other booking channels.

Icelolly chief executive Richard Singer said travel agents need to add value to the booking process rather than focusing on 'bucket and spade' business that can easily be made online.

Singer cited the success of a member of Travel Counsellors who he met recently, saying she had single generated £3 million worth of bookings by acting more as a personal concierge than a traditional travel agent.

"Nobody adds value if you're just taking a booking that can be done online," said Singer. "It's that reassurance, that personal service you get from an agent like a Travel Counsellor, and you pay a premium for that."

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