Engaging Gen Z to revitalize travel

After oil and gas sector, travel and tourism sector continues to serve as a key revenue generator for the GCC nations. Talking to TRAVTALK, Rasha El Ghoussaini, Head of Industry – Travel, Luxury and Tech in MENA at Snap Inc., highlights the significance of the emerging sector, and how platforms like Snapchat are helping travel companies to revitalize the sector by engaging Gen Z.

TT Bureau

As someone who works with many brands in the travel sector, do you think the industry has now bounced back from challenges of the past few years?

Over the past few years, the travel and tourism sector has faced many challenges – from the COVID-19 pandemic to labour shortages and volatility in energy pricing. Yet, the industry has also demonstrated impressive resilience, with 22 countries showing growth in the travel sector on one of the latest indexes.

How is the industry’s performance in the MENA region compared to the wider trajectory of the global travel market?

In the Middle East specifically, the region’s travel and tourism sector continues to make its mark on the global stage. As just one example, local entities such as Emirates, Etihad Airways, and Qatar Airways were among the key winners at the most recent World Travel Awards. In Saudi Arabia, Vision 2030 aims to increase the tourism industry’s contribution to the GDP from 3 per cent to 10 per cent, and attract 100 million visitors per year. From relaxing the visa regulations to making sizeable investments in travel infrastructure and entertainment offerings, the Kingdom is on a mission to build its reputation as the world’s hottest new leisure tourism destination. The large-scale growth of the Saudi tourism sector has also seen new entities mushrooming.

Meanwhile, the UAE Tourism Strategy 2031 aims to raise the sector’s contribution to the GDP to AED450 billion while attracting AED100 billion in additional tourism investments. According to the Tripadvisor Travelers’ Choice Awards, Dubai, the world’s favourite tourist destination, hopes to welcome 25 million tourists in 2025. The capital Abu Dhabi is not far behind with its drive to hit 23 million annual tourists by 2030, more than doubling 2019 figures. In Qatar, last year the number of visitors exceeded 2.5 million, more than 1.4 million of whom came for the FIFA World Cup. The country aims to attract 6 million visitors annually by 2030. During the same period, it seeks to boost the share of the travel and tourism sector in its GDP from 7 per cent to 12 per cent while doubling job opportunities in the industry.

With such opportunity at hand, how important is Gen Z as a growth audience for the future?

According to a report by Morning Consult, Gen Z currently plays an instrumental role in shaping the travel industry. With their entry into the category hampered by the pandemic, Gen Zers were keen to explore the world as soon as the movement restrictions relaxed. More than half of Gen Z adults are frequent travellers, buoyed their by discretionary spending power that reached $4.4 trillion globally in 2021.

Travel brands looking to tap into the Gen Z audience cannot rely on traditional engagement channels. How do platforms like Snapchat fit into the mix today?

Born into 24/7 internet connectivity, Gen Z tends to rely on digital platforms for destination discovery and vacation planning, and is thus exposed to a wealth of travel inspiration. But there is a nuance that is usually overlooked – the youngest generation of adults craves authenticity and unfiltered experiences over polished facades. When it comes to travelling, Gen Zers prioritize authenticity and living in the moment. They do not only share the most picture-perfect photos. They appreciate the funny, silly, real moments that make a trip truly memorable.

So, where are you setting your eyes next in the travel space?

While Snapchat has emerged as a key platform to engage Gen Z and spur the travel industry’s recovery, it is only the beginning. Innovative technologies such as generative AI and AR have the potential to take the industry to new heights.