Succeeding Millennials and preceding Generation Alpha, Gen Z is the term used to describe those born between 1995 and 2015. The oldest of this demographic cohort will have turned 26 by the end of this year, and the youngest turning 6. This means that Gen Z is the next generation of travellers, and therefore the target of marketers to create long-standing brand loyalty within the world’s newest consumers. Gen Zers make up 25.9% of the global population and this is expected to