Tourism businesses that talk about how sustainable they are won’t win points with Generation Z travelers. In fact, they run the risk of pushing them away, Tourism businesses that talk about how sustainable they are won’t win points with Gen Z travelers. In fact, they run the risk of pushing them away, said Etienne Matichard, director of sales at Ennismore, a collective of 14 hotel brands owned by Accor, at a panel at ITB Berlin titled “GenZ and the Transformation of Travel.”