Technology and sustainability intersect with almost every aspect of our lives, especially when it comes to travel. A new generation is at the forefront of the massive transformation in the travel industry: Generation Alpha. Often called “young millennials,” they are ready to redefine the essence of travel, because they have a strong commitment to our planet while also reinventing how we use technology.
This generation of tech-savvy travel adapters won’t let the travel industry get away with greenwashing. They hold companies accountable, demand tangible results, and will redefine the travel landscape forever.
The future is in the footprint
By 2040, it would be rare to see a member of Generation Alpha without a carbon footprint tracking app on their smartphone. The future will undoubtedly look very different for this generation, as every Uber ride, plane ride, and trip to the grocery store will be recorded on their devices, capturing their carbon footprint in real time. This will not be a passing trend, as it underscores a seismic shift towards a more responsible form of travel.
Recent researchCommissioned by Intrepid Travel shows that 64% of adults globally don’t know what their personal carbon footprint is. The good news is that 50% of adults would be willing to change their travel plans to reduce their carbon footprint, even if it was more expensive or inconvenient.
Last year, as part of our commitment to sustainable travel, we createdCarbon markingThe program aims to provide travelers with knowledge about their carbon footprint, making it easier to understand its impact and make informed decisions. But this is only the tip of the iceberg. While this is just an example, our future generations will use artificial intelligence and other new technological developments to combat the negative environmental impact associated with travel.
AI can accelerate sustainability efforts
We are already starting to see the broader impact that AI is having, as more companies within the sector gravitate towards it and apply travel-related AI technologies. Until now, these developments have been useful in the details of logistical planning such as price-focused research, such as finding the best prices for hotels and flights. There are countless ways AI can improve the travel process, and the way is paved for young millennials to continue to grow and expand how they use it.
But while we call on young millennials to write the next chapter on how to leverage AI to make travel more efficient, we also know that technology will never replace the human touch the industry needs. At its core, the travel industry is created by people for people, and that will never change. Not only can young Millennials redefine travel through technology, but we will also depend on them to continue to travel, experience new places, connect with communities, and use travel responsibly as a force for good.
A promising agreement between people and technology
Young Millennials are stepping boldly into the future, and we are right alongside them, ready with our ambition for responsible travel. As a generation born into a new era of technological advancement, they are ready to help leverage their technological expertise for a more advanced, sustainable and connected way of exploring.
As we embark on this exciting path, let’s not forget that the essence of travel is not something you can tap on a screen. Real, local and “insider” knowledge is not captured in the data. Most of what people need to know comes only from word of mouth and life experiences, which we look to this next generation to follow by traveling to new and different places and creating broader perspectives.
We’re on the cusp of a new travel era, driven by young millennials’ dream of a sustainable future. There is no doubt that this new generation with their passion for the planet and interest in technology will challenge the travel industry to do better – in more ways than one. I call on my colleagues in the travel industry to open up, challenge norms and employ young millennials in your organisations; They may have the answers to what we need to do next.
James Thornton is CEO of Intrepid Travel.
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