As the next generation begins to explore more of the world, what they want from travel is markedly different from previous generations.
According to three young professionals on The Voices of the Future: Next-Gen Perspectives on Tourism’s Evolving Workforce panel session at PATA Knowledge Forum last week, what the younger generation wants from their travels has shifted from simple sightseeing to a desire for more meaningful experiences.
Moderator Mike Stewart, regional general manager South-east Asia, Intrepid Travel, posed the question of how the industry can deliver more meaningful travel for the younger generation.
Alice Thet Hnin Ko Ko, a hospitality management student at Dusit Thani College, said: “Travel is not about ticking the destination off our bucket lists. It’s about creating unforgettable memories and wonderful experiences.”
Aung Zwe Wint, intern at PATA, agreed, adding that people want a trip that matches their values such as sustainability and authenticity, for instance, by providing personalisation services before, during and after the trip.
On the subject of how the industry can better attract new blood, Aung Zwe Wint, said that among his peers, many see the hospitality industry as a place with long hours and low wages. As such, he opined that there could be better redesign of job roles – with the inclusion of data analytics and sustainability – to appeal to the values and skills of the next generation.
Yeji Cho, assistant manager, Korea Tourism Organization, added: “The most attractive industries will be those that guarantee personal and industry growth.”
Panellists agreed that work-life balance, flexibility, an environment that supports not just professional but also personal growth, were key factors that would make the industry more attractive.
Alice Thet Hnin Ko Ko added: “For us, money does not matter anymore. Our passions matter more. We prioritise our values and our motivations. As long as the workplace prioritises our well-being like mental health, we feel motivated and we feel a sense of belonging and we can grow as a person. We will be happy there and that’s how you can keep us in the workplace.”
The panellists also discussed ideas on how to solve tourism problems, to which Aung Zwe Wint suggested some form of community-based tourism where travellers could contribute their skills to help the local community, while Alice Thet Hnin Ko Ko suggested greening transport such as the local ferries that take hundreds of tourists to Thailand’s islands daily.
