Marketing Currents - Business and Marketing Current Events

How Gen Z’s contradictory values will reshape the travel industry


Younger travelers are seeking authentic, off-the-beaten-path experiences while prioritizing a smaller carbon footprint, according to new data from Hopper.

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Discussion Questions:

  1. What are demographics?
  2. How would you describe the Gen Z demographic?
  3. What is market research?
  4. What are the different types of market research?
  5. What did the market research from Gen Z discover about Gen Z’s values?
  6. What is consumer behavior?
  7. How might this story represent an example of consumer behavior?
  8. How might the data provide an example of psychographic and behavioral market segmentation?
  9. Who might benefit from the findings from Hopper’s market research about travelers?
  10. Why might businesses in the travel industry care about Gen Z’s values?
  11. What did the research suggest about Gen Z and brand loyalty?
  12. Why might that matter to marketing professionals in the travel industry?
  13. Might Gen Z represent a target market for businesses or brands in the travel industry? Like who?
  14. If you were a marketing professional in the travel industry, how would you suggest they approach marketing to Gen Z?
  15. Might that shape the way industry professionals develop future marketing strategies? If so, how might that represent a shift in market trends?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.