During a session titled “How to build influence with Gen Z in just 30 seconds” at the 2024 Arabian Travel Market held at the Dubai World Trade Centre, Marc-Antoine Simon, industry manager for travel and tourism in the MENA region at TikTok, shared valuable insights into the latest community-led marketing trends. He showcased how concise and impactful content can significantly impact travel choices.
Research commissioned by Exodus Travels in 2023 revealed that only 45% of vacations met or exceeded travelers’ expectations. On average, travelers browse through 38 different travel sites to plan their trips, with 58% admitting to abandoning bookings due to the stressful process.
Simon emphasized the shift in travel planning, stating that travelers now prioritize human connections, community input, and immersive experiences over traditional search methods. This shift allows travelers to personalize their journey and turn what was once a daunting task into an enjoyable adventure.
The expert panel, which included industry leaders such as Joshua Roche and Keith Herman, discussed the influence of social media on Gen Z travelers. His Excellency Harris Whitbeck, Minister of Tourism Board of Guatemala, highlighted Guatemala’s successful strategies for attracting Gen Z tourists, focusing on sustainability and eco-friendly initiatives.
Whitbeck emphasized the importance of leveraging platforms like TikTok to reach the Gen Z audience, which is highly educated and curious. He stressed the need for tailored messaging using AI and Big Data to attract visitors who align with Guatemala’s values of sustainability and responsible tourism.
Overall, the session shed light on the power of community-led marketing, user-generated content, and social media in shaping travel decisions and driving tourist engagement in the modern era.