Five Takeaways from the Next Generation of Travel Media

Travel journalism is changing as Gen Z steps up into new editorial roles, and we want to know more. DCI’s latest report, “The Next Generation of Travel Media,” dug into the practices of a sample of Gen Z journalists to understand what makes them tick.

Gen Z isn’t always media literate—at least not in the same way previous generations were. One viral TikTok influencer dubbed the “Print Princess” recently made headlines for teaching her followers how to read and appreciate printed newspapers. Generational divides are real! 

Our new report—downloadable now—demystifies the TikTok-using generation to older marketers who want to know how to work with them. The takeaways here and in the report are invaluable information to guide future strategies, to help ensure destinations miss no opportunity to reach audiences effectively.

The survey consisted of mostly university-level students working in journalism or student publications. Today’s students are tomorrow’s leaders, and they provided a glimpse into what the future of travel media will look like. Get to know them so you know how to work better with them.

1. Big Brand Media Still Matters

It’s reassuring in many ways to know that Gen Z still reveres traditional media brands—sort of. The largest proportion of respondents (44%) aspire to work for a major news organization ahead of other careers like digital influencing and freelancing.

But many Gen Z journalists are also embracing these alternative media careers, underscoring that destinations have to evolve with them. It doesn’t mean, however, giving up on the traditional and legacy media brands that still matter.

2. Journalistic Practices Evolve Online

More than two thirds of these Gen Z journalists were studying or have studied journalism in college. Traditional practices are still at play—but they are shifting. While the majority (88%) of Gen Z journalists still like to interview locals as part of their news gathering, social media, brands, content creators, and other online practices are equally prevalent.

These journalists are increasingly using online publishing platforms and social networks like Instagram ahead of using traditional magazines. So the how of their craft may be similar to prior generations, but where that craft lives is shifting. Destinations need to meet them where they are while continuing to deliver them things like interview opportunities with stakeholders.

Gen Z journalists are respecting the foundations of journalism, but are quickly and willingly embracing changes that have come with the digital media landscape we increasingly live in today.

3. Optimistically Pessimistic About Media’s Future

Gen Z isn’t fully optimistic—or pessimistic—about journalism’s future. While 38 percent are somewhat optimistic and 34 percent are somewhat pessimistic, only 9 percent are either very optimistic or very pessimistic. 

What the majority agrees on, however, is that journalistic ethics and integrity are defining characteristics of the profession. They understand the biggest threats including misinformation and fake news (66%), maintaining integrity and ethics (53%), and adapting to new digital platforms (44%).

Despite their digitals shifts, many still believe traditional newspapers are essential for local news and investigative journalism while a fifth of respondents believe traditional broadcast is still useful for live coverage of events. More than three fourths, however, felt that influencer culture is impacting traditional journalism in some way—and not one person suggested the impact was positive. There’s that pessimism coming through!

4. Digging Social Media and Trends

They may not be fully into influencer culture, but Gen Z journalists are willing to experiment and embrace new trends like social media or a shift towards subscriber and community-based models. Artificial Intelligence (AI) is the third most popular trend, showing that this particular technology doesn’t have a hold on journalism yet.

Gen Z journalists are straddling two worlds where they embrace interactive media and content creation, but also recognize a divide between traditional journalistic ethics and practices that are under attack by changing technologies. Destinations must learn to tap into their journalistic expertise while embracing new trends and platforms.

5. Travel Media Has A Particular Future

It’s key that those surveyed largely feel that travel media—perhaps as separate from journalism—will persist in a different form. Half of respondents believe travel media will take on more of a digital and multimedia storytelling dynamic, while a third believe that influencers will gain predominance in destination reporting. 

A hopeful quarter of respondents look to travel journalism as a tool to share more ethical and sustainable stories with travelers. More than three quarters, however, also think that AI will significantly impact travel media. 

Gen Z envisions travel journalism as a more focused tool, ceding some of the more “recommendation” style aspects to influencers, but filling niches when it comes to making sustainable or ethical choices. Destinations will want to keep that in mind when pitching in the future.

This report is a snapshot of the present moment, but an important one to understand how destination marketing will continue to develop with an evolving journalistic profession. Dive into the full report to get all the details to guide your marketing strategies moving forward.

Curious about how you can work better with Gen Z media workers? DCI knows Gen Z because it hires them to its teams! Reach out to Kayla Leska at kayla.leska@aboutdci.com to learn more about creating research-based marketing strategies for any target audience that get real results.