443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer

On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions.

What You Will Learn in This Episode:

• Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers
• What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences
• How language and slang can both help and hinder brands when communicating with Gen Z
• Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences
• What role wellness plays in Gen Z’s travel and purchasing decisions, and how destinations and brands can tap into this trend
• How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical

Bridging Generational Gaps in Tourism Marketing

To market effectively, it’s essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009.

Unlike previous generations, Gen Z grew up with technology at their fingertips. They’re digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z’s heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent.

Slang to Improve Storytelling

One playful, but important, aspect discussed was slang. Gen Z’s ever-evolving language isn’t just about new words; it’s a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like “NPC,” and “no cap”), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as “cringe” (Gen Z’s word, not ours).

Wellness, Sustainability, and Social Responsibility

Wellness isn’t just a trend for Gen Z, it’s a lifestyle. They’re proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose.

Resources:

• Website: https://travelalliancepartnership.com/
• LinkedIn: https://www.linkedin.com/in/nathanoyer/
• Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf

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