A marketing playbook for the next generation of travellers

Date – Tuesday, 15 September
Time – 14:40 – 15:00
Location – Workshop area, Euskalduna Conference Centre

Gen Z is transforming the youth travel market, but reaching this audience requires more than simply being present on the latest social platform. As digital channels become increasingly fragmented, successful organisations need a clear marketing strategy that prioritises the right channels, the right content, and the right investment.

Drawing on lessons from Saintlo, a non-profit hostel network, this session explores how youth travel brands can develop marketing strategies that cut through the noise, build authentic connections, and convert attention into bookings. Attendees will gain insight into how Gen Z discovers, researches, and chooses travel experiences, what influences their purchasing decisions, and how to create campaigns that resonate across the customer journey.

Rather than chasing every new trend, participants will learn a practical framework for prioritising marketing activity, allocating resources effectively, and measuring success. They will leave with actionable strategies for building brand awareness, increasing engagement, improving conversion, and creating marketing campaigns that deliver long-term value. new title idea.