Embracing the changes: (From left) Tan, Wong and Koh recognise the power that Gen Z travellers hold, their spending power as well as their quest for unique experiences, innovation and customisation.
PETALING JAYA: Consistent and tailored content creation is the new gold for tourism operators to maintain engagement with Gen Z, as this group reshapes tourism with a new wave of travel patterns, say tourism players.
They said the new focus is unprecedented because tech-savvy Gen Z, who will have greater spending power in the next five to 10 years, is leveraging social media platforms to seek out experiences that appeal to them.
“Platforms like TikTok, Instagram and Xiaohongshu are leading this transformation, turning once-overlooked places into must- visit destinations overnight,” said Datuk Tan Kok Liang, president of the Malaysia Tourism Federation.
He said Gen Z travellers are reshaping travel norms with their quest for authenticity, sustainability and unique experiences.
“Gen Z travellers are budget- conscious but willing to invest in experiences that offer personal growth and wellness. They favour solo travel and ‘slow travel’, and spending more time in one location,” he said in an interview.
Tan said Gen Z is increasingly drawn to lesser-known destinations.
“There’s a noticeable trend towards exploring less-crowded spots. Nature and adventure travel, including eco-tourism destinations, are becoming increasingly popular among them.
“Furthermore, some digital nomad-friendly areas are thriving due to their connectivity and vibrant co-working environments,” he added.
Tan acknowledged that businesses are adapting by using social media to engage this demographic.
“Companies are investing in producing TikTok reels, Instagram shorts and Xiaohongshu videos to create a sense of FOMO (fear of missing out).
“Collaborations with micro-influencers and interactive content like polls and Q&A sessions are common strategies.
“AI-driven tools are also assisting in crafting personalised itineraries for Gen Z travellers,” he said.
As young travellers continue to reshape the tourism industry, Tan said staying ahead of these changes and leveraging social media effectively are essential to connecting with this dynamic generation.
Malaysia Association of Tour and Travel Agents (MATTA) president Nigel Wong said operators’ ability to target specific audiences makes social media indispensable to engaging this demographic.
“Social media platforms are key to targeting Gen Z, who will have greater spending power in the next five to 10 years,” he said.
Travel companies, said Wong, are adapting by investing in content creation, either through in- house talent or hiring influencers.
“There’s no one-size-fits-all approach; they must tailor their content to the platform and audience.
“Innovation is essential and many businesses are developing new offerings to meet the demands of younger travellers.”
Wong noted that younger travellers prefer smaller group trips and authentic experiences in the post-pandemic era.
“They want to feel that they’ve contributed to local communities. There’s a rising demand for experiences that connect them with culture, history and heritage.”
Wong also noted the ease of integrating booking systems with social media content.
“It’s now straightforward for businesses to link content with booking engines; even smaller companies can leverage social media without significant investment. All you need is a good mobile phone camera and basic knowledge of tools like Canva to create professional content.”
As the travel industry evolves, Wong stressed the need for consistent and tailored content to maintain engagement with Gen Z.
“Almost all our members see the benefits and have started their initiatives.
“This is a long-term investment for tour operators, essential for staying relevant in a rapidly- changing market,” he said.
Malaysia Cruise Industry Association president Datuk Seri Koh Yock Heng said the influence of Gen Z is becoming more pronounced, even in the cruise industry.
“Gen Z travellers are enthusiastic about planning their trips. They see it as a challenge and enjoy the journey.”
The Apple Vacations group managing director said free independent travel (FIT) is a preferred style for this group as it goes in search of influencer-recommended hotspots or trendy check-in locations.
“Customisation and personalisation are keys for this group, whether they are travelling solo or planning family holidays,” he said, adding that younger travellers often take the lead in organising family trips.
As tour operators and companies adapt by setting trends in product offerings, Koh said social media has become a primary marketing tool.
“To remain relevant, we must embrace and lead these changes, offering new experiences and destinations that resonate with this dynamic generation,” he said.
Meanwhile, Lexis Hibiscus Port Dickson will be offering a special hotel rate from tomorrow until April 6, in conjunction with its 10th anniversary this year.
Its head of digital optimisation and media relations Sarah Lee said over the past decade, the resort is honoured to serve as a destination of choice for Malaysians from all walks of life seeking a serene escape and memorable family vacations by the sea.
“We would like to express our gratitude for the unwavering trust and support over the years.
“It has been a privilege to be part of your stories, and now, it is time to give back.”
