What kind of price does Gen Z prefer?

Transparent and 'value' communication. Not cheap, but 'fair' pricing. They pay more easily if you show them what every item goes towards.

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Selling Tours to Gen Z: From Behavioral Data to Real Strategies

Which channel does the Gen Z tourist like, what kind of communication do they want, how do they buy? Strategy based on behavioral data.

By Smartur Ekibi · April 10, 2026 · 7 min read

Gen Z (born 1997-2012) are now adults managing their own vacation budgets. This audience is tired of old marketing language; they want communication centered on sincerity and values.

Channel: TikTok and Reels

72% of Gen Z get their travel ideas from TikTok first. Operators who are not on Reels and TikTok never even meet this audience.

Communication: Conversation, Not Ads

WhatsApp, DM, Discord — conversation-based communication. Systems that are clearly bots but provide human-like responses.

Payment methods

If one-click payment or 'buy now, pay later' (BNPL) options are not available, the cart will be abandoned.

Experience: Shareable

If the tour doesn't produce a shareable moment, it doesn't exist for Gen Z. Photo spots, hashtags, video content — must be part of the operation.

Brand: Values Matter

Environment, equality, local community — where does your brand stand on these issues? Gen Z asks this and chooses accordingly.

Sıkça Sorulan Sorular

What kind of price does Gen Z prefer?: Transparent and 'value' communication. Not cheap, but 'fair' pricing. They pay more easily if you show them what every item goes towards.