Savvy when it comes to social media and sustainability, Gen Zers thrive on worldly experiences. Their work lives are a means to save for travel and they’re more spontaneous than previous generations. How can brands tap this adventure-hungry mindset as they grow up globetrotting?

As people wake up to the impact of their everyday decisions on the environment, they’re looking for alternative ways to enjoy their favourite leisure pursuits. It’s why many Europeans are embracing ‘slow travel’, swapping instant gratification for eco-friendly and experience-led trips on trains.

In a world where time is the ultimate luxury, Swedes are making eco-friendly travel choices by opting to catch trains rather than planes. With a view to combating climate change and maintaining social capital, people are happy to spend longer getting to their destination.

Sleeper trains may seem like a relic from the past, but the next generation is tackling some of the pain points of air travel. The Caledonian Sleeper will offer passengers a trip from London to Scotland that’s greener than flying, more reliable than driving, and cheaper than staying at most hotels.