Travel has changed, and this change has not been slow; it has been sudden. At SATTE, one thing was obvious: Gen Z and Millennials are not buying trips; they are buying stories. To understand why and how, let’s dive deeper into 5 key insights from this travel and tourism fair.
#1. Digital or Disappear
If you are not mobile-first, you are invisible. Gen Z discovers destinations on reels. Millennials double-check reviews before clicking “book.” Therefore, your website cannot feel like it was built in 2012. It has to be fast, clean, and swipe-friendly. This is the new bar.
#2. Purpose Is Attractive
“Is it sustainable?”
This question is now standard. Wondering why? Because young travellers care about eco-stays, local communities, and responsible tourism.
Greenwashing? They will spot it, instantly.
#3. Experiences > Itineraries
Nobody wants a rigid package anymore. Gen Z and Millennials want street food at midnight, hidden cafés, local creators as guides, and customisable trips. Cookie-cutter plans tend to lose now.
#4. Work + Travel = Normal
Leisure is not a trend anymore; it is a lifestyle. Wi-Fi matters. Flexible dates matter more. So, travel brands that enable work-from-anywhere stays are likely to be ahead.
#5. Connection Converts
Remember: In 2026, data helps, but emotion sells.
Personalised suggestions are great, but storytelling is better. Therefore, travel brands have to make sure that they come up with something that connects.
All in all, the takeaway from travel trade shows in India, like SATTE? Do not just reposition your brand. Reposition your thinking. Gen Z and Millennials aren’t just an “emerging market”; they are the market.
