How the hospitality sector is adapting to Gen Z travel habits
Photo by DoDo PHANTHAMALY
With any demographic shift, there comes a need for businesses to adapt and to speak the language of the next generation. Many in the hospitality industry are finding that out, as the online-native generation Z has started to make up a bigger and bigger portion of their customer base. This new generation of customers has different expectations of how they interface with businesses and the types of service provided, so let’s take a look at some of the ways the hospitality sector is starting to cater to their travel needs and habits.
The emphasis on authenticity
Having been born and raised in an environment where brands have been messaging them from all sides, Gen Z travelers tend to crave a genuine and unfiltered experience that connects them to the heart of a destination or an experience. Authenticity in branding, marketing, and the services is what helps hospitality businesses stand out. This can include curating local partnerships, authentic cultural activities, and transparent storytelling. Rather than polished, generic service, they highlight real community ties and behind-the-scenes details, such as sourcing from local farms or collaborating with neighborhood artists. The guest experience plays a big role in this feeling of authenticity, as well, as more hotels are starting to showcase unedited guest content such as photos and guestbooks online, building trust and credibility in the meantime.
Deeper levels of personalization
While authenticity is important, this doesn’t mean it should come at the cost of service. In fact, Gen Z expectations of personalized service are higher than ever, as they expect businesses to tailor their offerings to their preferences. Hospitality businesses are using technology and guest data to personalize experiences, from customized room amenities to activity suggestions based on past behaviors. More efficient data collection allows businesses to track preferences and send bespoke offers, such as recommending vegan dining or wellness events if your guests have previously investigated those services on the website. This fosters a degree of loyalty by communicating that your business truly cares about the specific needs of the guest.
Mastering the digital world
Visibility is crucial for any hospitality brand, and one of the core lessons of building that visibility is to meet where your audience is. Gen Z tends to be online more often than any other demographic. As such, hospitality businesses are investing heavily in social media campaigns, influencer collaborations, and short-form video content to build visibility. Reaching out to get support from a hospitality marketing team can help you build a fully fleshed-out digital marketing strategy that not only ensures that you’re able to identify the platforms where your reach will be the greatest, but also creates messages that resonate with Gen Z audiences and cut more effectively through the online noise. By shifting marketing strategies toward digital-first, hospitality businesses capture Gen Z’s attention, build stronger brand engagement, and ensure that experiences are discovered by travelers first.
The mobile first audience
If you want to understand where your audience is, then it’s important to specify that Gen Z isn’t just online; they’re mobile. Most of your clients are never going to be too far from their mobile devices, but Gen Z, in particular, has gotten used to interfacing with much of the world through their smartphones, tablets, and other handheld devices. As such, being able to integrate it as a tool for their stay, such as by creating a hotel app that acts as a digital check-in, a room service request tool, and even mobile room keys, can provide speed and convenience in a way that they will truly appreciate. Hotels and restaurants adopting a mobile-first mindset position themselves as modern and relevant. This digital integration makes the overall experience smoother, encouraging positive reviews and repeat visits from a generation that values convenience above traditional formalities.
Consider sustainability and ethical practices
Perhaps more than any other generation before, Gen Z takes their ethical issues into account when choosing what businesses to support. As such, hotels and restaurants are adopting eco-friendly practices like reducing plastic use, offering plant-based menu options, and implementing energy-saving systems. You might also want to emphasize any initiatives like recycling programs or partnerships with local charities that underpin your offerings. Gen Z appreciates transparency, not just that businesses will act responsibly, but that they will communicate what they do and why. As such, a lot of hospitality businesses have woven sustainability directly into their brand identity, appealing to the strongest sense of values that Gen Z tends to bring.
Creating social media-ready experiences
For Gen Z, travel is as much about the story they can share online as the trip itself. Hospitality businesses are designing spaces and experiences that are visually striking and highly “Instagrammable.” From creative food presentation to curated lounge designs and themed events, properties are giving guests reasons to capture and share. Your business can gain a lot more organic marketing exposure by encouraging user-generated content from your guests, increasing the visibility of your campaign while also speaking directly to the Gen Z need to share their personal story online.
The remote working generation
Gen Z is one that has adopted the remote working way of life more than any other generation. As such, it’s not uncommon at all that they might expect hotels to speak to their need to work as well as play with an unparalleled degree of flexibility. As such, more hotels are starting to offer amenities like co-working lounges, reliable Wi-Fi, and access to networking events or wellness activities to support the “work-from-anywhere” lifestyle. This can be especially important for businesses looking to attract more professional guests. This adaptability reflects Gen Z’s desire for balance between work, exploration, and self-care. There’s an increasing number of digital nomads and flexible working young professionals who might make up a significant portion of your target audience.
The true values and needs of any generation come out over time. As such, it’s vital to collect feedback where possible, to ensure that your hospitality business is able to keep up rather than finding itself out of fashion.