Generation Hashtag – Thematic Research

Generation Hashtag describes a demographic of people born between 1991 and 2005. This unique group covers younger members of the millennial group, as well as older members of Generation Z. They are reshaping how travel works by focusing on experiences and culture, solo travel, planning their own itineraries, ignoring cheap stock content, and drawing their decisions and influence from social media or user-generated content. Generation Hashtag uses social media before, during, and after a trip, making it a key component throughout the travel journey. ‘Instagrammable’ travel trends now largely influence the perception of a destination and the inspiration of a tourist pre-trip.

The Generation Hashtag thematic research report takes an in-depth look at the Generation Hashtag. It identifies some of the leading companies and categorizes their position in the value chain. The report provides a thematic briefing, a trends section, and an industry analysis. In addition, use cases of the leading companies within the Generation Hashtag theme are described and analyzed. The report also tells the story of the development of Generation Hashtag in tourism and beyond and provides a value chain analysis. Finally, the leading companies in the Generation Hashtag theme are outlined, along with their competitive position and sector scorecards.

Generation Hashtag – Industry Analysis

Generation Hashtag is a major consumer demographic whose spending habits are anticipated to transform the nature of the travel and tourism industry. Meanwhile, their attitudes and behaviors are expected to play an important role in changing the strategy of organizations across the industry. They make up a significant segment of travelers globally. The number of trips taken, both domestically and internationally, will likely increase over time as more of Generation Hashtag joins the workforce and attain higher-paid positions.

Generation Hashtag industry analysis also covers:

• Geographical analysis
• Use cases
• Timeline

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Key Trends

The main trends shaping the Generation Hashtag theme are classified into two categories: industry trends and consumer trends.

Industry trends: The key industry trends impacting the theme are travel apps, sharing economy, subscription services, social media presence, data privacy and security, the decline of in-store bookings, cashless trips, buy now, pay later, and seamless booking experience.

Consumer trends: The key consumer trends impacting the theme are niche tourism experiences, transformational travel, spontaneous and short trips, personalization, climate activism, allocentric trips, health and wellness extension into travel, budgetary restrictions, LGBTQIA+ growth in prominence among the generation, social media as a key component in the travel journey, influencers and celebrity endorsement, disdain for traditional marketing, heterogeneity, and ‘Bleisure’ trips.

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Generation Hashtag in Travel and Tourism - Value Chain Analysis

There are three main types of suppliers in the travel and tourism industry that cater to travelers: travel intermediaries, lodging providers, and airlines.

Travel intermediaries: Generation Hashtag is becoming increasingly accustomed to using third-party suppliers such as OTAs to book travel. Companies such as Trip.com Group, Expedia Group, and Booking Holdings are leaders in the travel intermediary space for them. Leaders typically have an online booking platform and may also have a mobile-first mindset where booking services are optimized for smartphone usage. OTAs also have the added advantage of always being open and accessible to a customer.

Generation Hashtag in Travel and Tourism by Value Chain

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Leading Public Companies in the Generation Hashtag in Travel and Tourism Theme

Some of the leading public companies making their mark among Generation Hashtag in the travel and tourism theme:

• Booking Holdings
• EasyJet
• Expedia Group

Leading Private Companies in the Generation Hashtag in Travel and Tourism Theme

Some of the leading private companies making their mark among Generation Hashtag in the travel and tourism theme:

• Airbnb
• Habitas
• Intrepid Travel Pty LTD

To know more about the leading companies associated with Generation Hashtag in the travel and tourism industry, download a free report sample

Travel Intermediaries Sector Scorecard – Generation Hashtag in Travel and Tourism Theme

At GlobalData, we use a scorecard approach to predict tomorrow’s leading companies within each sector. Each sector scorecard has three screens:

The thematic screen ranks companies based on overall leadership in the 10 themes that matter most to their industry, generating a leading indicator of future performance.

The valuation screen ranks our universe of companies within a sector based on selected valuation metrics.

The risk screen ranks companies within a particular sector based on overall investment risk.

Travel Intermediaries Sector Scorecard – Thematic Screen

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Generation Hashtag Overview

Scope

This report:

• Provides an overview of Generation Hashtag in travel and tourism.
• Identifies the need for travel players to engage with Generation Hashtag travelers and succeed in a highly fragmented and saturated marketplace.
• Provides a detailed industry analysis within the theme of Generation Hashtag, discussing how travel players are interacting with this generation of travelers across the travel and tourism value chain.
• Highlights travel and tourism companies that are leading in the Generation Hashtag theme, such as Ryanair, eDreams ODIEGO, Trip.com Group, Expedia Group, Airbnb, Hilton, Booking Holdings, and easyJet.

Reasons to Buy

• Understand the impact of Generation Hashtag on the tourism industry, using use cases to help you understand how you can adapt and understand this theme.
• Assess the strategies that companies are adopting to succeed with Generation Hashtag travelers.
• Discover companies that are leading in the space.
• To view real-world trends linked to the Generation Hashtag theme across the travel & tourism space.
• GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.