Attracting Gen Z into Naturism

es, it’s that time of year, at least for those of us in the northern hemisphere.

The days are invariably wet, cold and short, summer seems a long way off, and we’re all planning (or at least dreaming about) where we’ll be going for our main holiday.

It’s no surprise therefore that it’s also the time of year when the travel industry hits us with the latest report or survey on trendspotting. What’s hot, what’s not, where we should be heading to, and what factors are going to influence our decision.

In the last issue of H&E, we delved into what creative agency We Are Social was saying. This month, it’s the turn of Reed Exhibitions, organisers of the London-based World Travel Market among other events. Their latest findings are compiled in a report entitled Connecting People, Places and Brands: How Social Media is Redefining Travel.

Here’s a synopsis of what they have found, and how it might impact on the naturist travel sector…

The role of social media in travel

The digital age has amplified the power of social media in travel and tourism, transforming how consumers connect with destinations, brands and communities.

Platforms like Instagram, TikTok, YouTube and Facebook now guide travellers at every stage of their experience, from initial inspiration and meticulous planning to seamless booking and sharing post-trip memories.

Leading this trend is Generation Z. For this first true generation of digital natives, social media is more than a tool; it’s a way of life. This demographic’s preference for authenticity, interactivity and tailored experiences has not only defined how they travel, but why.

This shift highlights the increasing need for travel professionals to align with Gen Z’s expectations, with travel and tourism brands embracing these values finding success in fostering loyalty, engagement and sustainable growth.

Travel industry events are jumping in too, introducing initiatives such as influencer programmes to connect exhibitors with content creators and extend their reach.

Beyond inspiration: from looking to booking

Social media’s role in inspiring travel purchasing decisions is well-documented, with 32% of worldwide travellers now relying on social platforms for trip planning. For those in the travel sector, this presents a significant opportunity to engage potential customers at every stage of their journey, from initial inspiration to final booking.

In certain markets, such as the USA, these figures are even higher. Among American leisure travellers, up to 57% use Instagram, YouTube and Facebook to research, plan and share travel experiences. 62% meanwhile make booking decisions based on content they view online. And 72% attribute their booking decisions to content created by influencers, creators or bloggers.

Social media’s expanded role in travel is undeniable: more than half of US travellers for instance say they are comfortable booking directly through social platforms. This highlights the growing trust in digital travel solutions and the seamless integration of booking features.

Targeted adverts, for example, are connecting billions of potential customers to travel brands, with Facebook ads reaching 2.2 billion users, and Instagram and TikTok reaching 1.7 billion and 1.6 billion respectively.

There’s another dimension too: as social platforms expand their e-commerce functionalities, influencers are looking to sell directly through their posts, creating new revenue streams and even deeper connections with consumers. For example, Expedia’s new commission programme empowers influencers to monetise their content while promoting travel experiences, whilst numerous travel providers are now partnering with TikTok to activate direct in-app bookings.

Gen Z

The primary target market for travel professionals leveraging social media marketing is undeniably Generation Z. As true digital natives, these Zoomers have grown up relying on social platforms for inspiration, decision-making and self-expression, making them a crucial audience for the travel industry.

Among the platforms, TikTok stands out as Gen Z’s “titan for travel inspiration,” according to the most recent report from youth travel specialists Student Universe: 89% of this demographic discover new destinations through TikTok, with 60% naming it as their top source of inspiration.

Short-form videos dominate their preferences, offering an engaging way to capture their attention. Additionally, many Gen Z users have embraced social commerce: two-thirds report being influenced to make a purchase after seeing a social media ad, and 53% actively use in-app “buy” buttons to complete transactions.

With Gen Z’s spending power projected to soar to $12 trillion by 2030, travel brands have every reason to prioritise this tech-savvy, socially driven generation’s preference.

However, social media in travel marketing is not without its challenges. Negative reviews, misleading information, and the potential for overtourism to be publicised across socials can hinder efforts to build a positive brand image. To navigate these pitfalls, travel brands must actively manage their online presence and foster authentic interactions to preserve trust and credibility.

Social connectivity

In this context, social connectivity – through online communities, reviews and user-generated content (UGC) – has become a powerful tool for shaping travel decisions, and can also support travel professionals when making recommendations. Platforms such as TripAdvisor, Google Reviews and niche Facebook groups provide trusted insights that build credibility and stir excitement around travel experiences.

TripAdvisor alone hosts more than 1 billion reviews and boasts 900 million registered users, making it the second most-visited travel and tourism website globally (after booking.com). TripAdvisor claims that 79% of travellers read between 6 and 12 reviews before booking a hotel, and just one negative review can deter up to 30 potential customers.

For Gen Z, these digital spaces fulfil their desire for authenticity, credibility and interaction. This demographic gravitates toward content that feels genuine, transparent and relatable, reflecting their need for deeper connections online.

Some Gen Zers spend an average of six or more hours daily on their phones, curating online interactions and engaging with communities that share their passions. Alongside this, another key trend reshaping the industry is the rise of Generative AI. According to a recent poll from travel industry specialists Skift, 36% of travellers find AI tools invaluable for consolidating reviews during their trip planning, streamlining the process and enhancing decision-making.

Personalisation is also key, as Gen Z values data-driven, tailored experiences that align with their sense of individuality, including travel.

The influence of social media

As the travel and tourism sector increasingly turns to social media to boost business and visitor numbers travel, professionals yet to embrace these platforms risk being left behind.

By studying how leading travel brands are leveraging influencer partnerships, personalised campaigns and UGC, the industry – in a wide variety of sectors, niche or otherwise – can adopt strategies to build credibility and loyalty.

Encouraging more sustainable and responsible tourism through social media is another fast-growing trend, promoting responsible travel and cultural respect. These efforts also guide visitors toward lesser-known destinations, helping to ease the strain on overcrowded hotspots. In a positive shift, influencers – once linked to driving overtourism – are now being encouraged to play a key role in promoting ethical travel.

As platforms continue to innovate, and Gen Z emerges as a dominant consumer force, the opportunities for the travel sector to connect authentically and meaningfully with their audiences are endless. Those who adapt to this rapidly changing landscape will not only thrive but redefine what it means to explore the world. Naked or not.

©H&E Naturist 2025

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