What should the aviation industry do to appeal to Gen Z?

Look at how and why Generation Z are travelling

In order to appeal to young travellers, brands should research and understand why their customers are demanding aviation and travel services. This extends to Generation Z and will continue to do so as the decade rolls on.

Research suggests that roughly three quarters of Gen Zers planned to take a big getaway trip this year, which is higher than any other generation. In addition, half were planning international trips and 65% said that travelling the world was the most important way to spend money. Clearly, aviation is on the mind.

To this end, budgeting and price are huge focuses when deciding how to travel and selecting a specific company. Budget flight brands like EasyJet have grown exponentially over the last decade as more consumers demand cheaper travel alongside rising living costs. This trend is likely to continue and will dictate Gen Z spending habits.

Coming out of a pandemic at a young age has meant enthusiasm for travel has had a resurgence. 71% of Gen Z wanted to travel more in 2022, with two-thirds opting for ‘revenge travel’ whereby they make up for lost time and jet off more frequently.

Keep in mind, though, that over half said they’d pay more for environmentally conscious services, so it’s not enough to just meet demand. Always keep eco-focused!

Online connectivity and minimal life disruption are musts

Another big focus for aviation brands is the experience of flying.

Generation Z are chronically online, digitally native, and favour uninterrupted internet access. Providing a high quality service that caters for these kind of needs can help stand out amongst the competition.

A new report titled ‘Sky High Economics’ from the London School of Economics found that airliners need to work to support the needs of future customers if they want to stick around for the long-term. It says that an ‘understanding of both [future and present customers] is crucial for those hoping to thrive or even survive in the coming decade.’

It’s not enough to provide an internet connection, mind. The report mentions that airlines need to think about their services in the same vein as retailers. This means personalised products, services, tailored interactions, and instant connection. These types of features will help to improve the overall flying experience and make your airline stand out.

It’s not enough to provide a basic, base-rate service. Gen Z are used to marketing strategies that consider their enjoyment from beginning to end. Aviation will need to follow suit.

Brand loyalty is steadily becoming an obsolete strategy

Remaining loyal to one brand or service is gradually becoming a thing of the past. Millennials are used to quick switching services and having access to all sorts of options, and this trend has only gotten stronger with Gen Z.

As a result, aviation lines will need to show they’re adaptable and willing to go the extra mile for young people. 87% of travellers are indifferent to the brand they use and are instead more motivated by price, quality, company values, and other customer reviews.

It is the exceptional level of the service and not the reputation of a brand that will push a young person to switch. 90% of Gen Z consumers said they were influenced by social media when choosing a flight – so make sure your marketing strategies are in full swing.

Broadcasting deals and services on TikTok, Instagram, and Twitter is the way forward.

One brand in particular, Ryanair, has demonstrated that using meme humour, authenticity, and online language can go very far. Its account on TikTok generates millions of likes and comments using self-deprecating humour and tapping into the pulse of online content. The brand’s YouTube channel also follows a similar approach.

These kind of strategies will always trump brand loyalty, which is slowly but surely becoming a practice of the past.