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We talk about travel being a new life stage for young people, given that many of the milestones of adulthood  (buying a home, getting married, starting a family) are now reached later in life. Young people want unique and original experiences and travel confers status in an age where social media is king.

We recently worked with one of the leading youth travel operators to evaluate their core offer and update it for Gen Z - the generation that drinks less, parties less and is generally more sensible than previous generations. Our work was central to developing their new strategy and re-imagining their youth proposition, which launched in the summer of 2018.

It's not just travel operators who have had to rethink their offer. Independent travel is how young people want to experience the world and they want every part of their adventure to be age-appropriate - from flights, to accommodation, to tours and activities.

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