If travel companies want to capture the business of Gen Z travelers, they'll have to rethink their approach, according to research by Bernstein.
Gen Z adults use TikTok and Instagram to make purchase decisions at more than double the rate of the average person, a Bernstein analysis found.
While older generations may spend more money, younger Americans are booking more travel than Gen X and Baby Boomers.
"Travel companies will need to cultivate their presence, rather than leaning on high conversion platforms like Google," he said.
The vacation-rental platform has the highest skew to 18-24 year olds and 5.4 million Instagram followers, the highest among travel companies, he added.
Persons:
Bernstein, —, Richard Clarke, Gen, Instagram, Clarke, — CNBC's Michael Bloom
Organizations:
Boomers