As a marketer and startup advisor specializing in travel and hotel tech brands, the spotlight has shifted from wooing millennials to capturing the hearts and wallets of Generation Z (Gen Z). Born between 1997 and 2012, Gen Z constitutes about one-third of the global population, with estimated global spending power of $143 billion, making up 40% of all consumers.
The focus has shifted
Key behaviors of Gen Z in the travel and hospitality industry include a preference for authentic and unique experiences. Along with this, they also look out for technology integration, seamless booking processes, and social spaces facilitating connections with other guests. In fact, the digital natives and experience enthusiasts seek tailor-made adventures that resonate with their values, driving a shift toward immersive, off-the-beaten-path, and sustainable travel practices.
Further to this, Gen Z’s influence is reshaping the industry, with a focus on technology, personalized services, and spaces fostering social interactions. Hotel and travel brands must adapt their strategies to cater to this generation’s unique preferences and behaviors.
Some strategies to connect with Gen Z:
Tuning Into Gen Z’s Digital Frequency:
Gen Z spends an average of 10.6 hours per day online. Embrace technology, provide seamless digital experiences, and offer mobile check-in, high-speed Wi-Fi, and mobile payment options.
Eco-Conscious Travel:
Gen Z values sustainability and prefers eco-friendly and sustainable travel options. Adopt sustainable practices, reduce plastic waste, promote energy conservation, and support local communities.
Experiential Lodging:
Brands like Selina offer a live-work-play concept, providing a vibrant, community-driven environment. Additionally, embrace community-centric initiatives, such as hosting local art exhibitions or culinary workshops, to create a more enriching experience.
Localized Experiences:
Airbnb’s “Experiences” component offers deep dives into local culture, going beyond traditional sightseeing. Provide hands-on approaches to local customs, traditions, and lifestyles, engaging guests in authentic cultural experiences.
Connecting With Gen Z:
Collect and analyze data to understand Gen Z’s preferences and offer personalized recommendations. Provide customized room amenities and curate personalized travel itineraries. Leverage social media platforms for inspiration and recommendations, creating engaging content.
Gen Z is not just a consumer segment but a powerful demographic. It has significant purchasing power, influencing the future of travel. To stay competitive, travel and hospitality brands must adapt. They must speak Gen Z’s language, respect their values, and embrace their digital prowess. Ultimately, they must recognize that this generation is driving a transformative wave in the industry.
