modern travellers
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What do Instagram, the price of alcohol and a playground have in common?

On first sight, not that much. However, all three of these factors play a huge role in how the modern travellers choose their next holiday destination, depending on their age.

Most Gen X travellers say that their holidays are family-oriented. A playground (and any other child-friendly entertainment) could therefore be a deal-sealer. This generation is also on the lookout for museums, historical sites, and arts and culture.

For the millennial traveller, it turns out that the cost and availability of alcohol is a determining factor when picking a holiday destination with 24% citing it as their top requirement (in a study conducted by UK-based Schofields Insurance).

However, the most important thing when choosing a holiday destination for millennials is how ‘Instagrammable’ the destination is, with 4 out of 10 millennials choosing a travel spot based on its ‘Instagrammability’.

Visual storytelling is also crucial for Gen Z. Most travel agents still brush off Gen Z as ‘babies’, but those in the know are predicting that this generation will be the most powerful spenders on the planet by 2020.

It’s time to recognise that social shareability is a valuable currency for this growing generation – definitely if you want to speak their language. The smartest hotels, resorts and cruise lines have already realised this, and travel agents are quickly following suit by changing the way they do promotions and identifying the most attractive ‘Instagram’ destinations.

People have always wanted to travel to picturesque places, but there are certain views, resorts and infinity pools that are just more likely to rack up the likes on the travellers’ favourite social platform.

So, brush up your Instagram account – revive your Twitter and Facebook, ask the closest teenager on how to join Snapchat and share, like and heart away.

This column by Jannine Adams, Senior Marketing Manager Amadeus Southern Africa, was first published in Travel News Weekly. You can find the story here.