According to data released by Tourist Italy, an Italian-based tour operator, Gen-Z has different preferences to older generations when it comes to booking tours in the country.
Tourist Italy’s data reveals that Gen-Z travellers, aged between 18 and 26, are more spontaneous in their booking habits than older generations, with the vast majority (72%) booking Italian getaways within two months of their departure date.
Younger travellers also show a decrease in demand for traditional Tuscan wine tours in favour of Tourist Italy’s Original Coffee Experience itinerary, with younger generations accounting for 42% of bookings. The tour operator attributes this to coffee trends on social media.
The primary audience for Tuscan wine tours is Gen-X, or people between the ages of 40 and 60, with 70% of wine tours booked by people over the age of 38.
Younger travellers are changing their booking habits and preferences for different itineraries. Tourist Italy has observed a 60% higher booking rate for its Florence Without Museums tour among younger travellers, indicating their desire to explore Italy on their own terms and away from the usual tourist spots.
This idea is supported by younger generations’ affinity for sunrise tours. According to the tour operator, Gen-Z books sunrise tours 35% more than millennials, likely opting for more social media-friendly content.
