Gen Z is a top target market, unsurprising as they are estimated to have £356 billion in spending power globally.
Hoteliers, coffee shops, event venues, restaurants and bars are all competing to capture the attention of this 12–27-year-old market, but are they really catering to what Gen Z want from their hospitality experiences?
In an ever-connected world, through the growth of technology and connectedness, Gen-Z is a generation who not only have the world at their fingertips, through the explosive growth of the internet and social media channels, but they also know how to use that information to customise and enhance their nights out, weekends away and trips around the world, to create experiences to remember for a lifetime. Hospitality businesses must latch onto Gen Z’s desire for experience, giving them something to post about online or talk about with friends.
Local Experiences and Authenticity
This demographic holds a high importance on the value of authentic and unique experiences. When a hotel is designed, it’s done to perhaps mirror its local surroundings or to transport guests on a new cultural adventure – that has to continue when thinking about what you can offer in terms of experiences as a part of their visit. Rather than cut and paste mass-produced, or overcrowded experiences that can be had anywhere, Gen Z is drawn to culture and authenticity. Hotels that harness local flavours, sights, and sounds, giving guests unique experiences that they will remember for a lifetime are more likely to make for a more memorable and special stay.
Clarity and Social Responsibility
Gen Z is more environmentally conscious, socially aware and knowledgeable about buying local products and services from socially aware businesses than their predecessors, in light of the UN Sustainable Development Goals. It is no longer a perk that a business is socially and environmentally responsible, but is considered that it should be standard practice in 2024. Hospitality businesses that are vocal about their eco-friendly initiatives, and how they are involved and give back to the local community and the wider world are more likely to resonate with this generation.
Personalisation
Personalised experiences are valued by Gen Z, they appreciate hospitality experiences that show an understanding of their individual preferences, and tailor what is available to them accordingly. Examples of these personalisation techniques include room customisation, choosing preferable amenities, a guest’s excursions matching up to their hobbies and interests and special requests when returning to a business or property for special occasions.
Integrated Technology
Growing up in a world full of the latest digital enhancements, Gen Z doesn’t just want but expect seamless integration when it comes to enjoying hospitality experiences. Whether that be simple and fast online booking processes, checking in via their mobiles, keyless room entry or having city guides readily available through the scan of a QR code or an app, they want convenience and efficiency to enhance their stays. They are a generation who are well versed in getting hold of information themselves, with new hybrid working ways changing mindset, hotels will benefit from making this as simple as possible.
A Community Feel
This generation has seen one of the most significant adaptations in social dynamics in decades, a pandemic. The rule book has been ripped up as a period of significant change and more than ever before Gen Z are looking for genuine opportunities to be connected to others and to be engaged with communities, that they spent the beginning of this decade missing out on. It’s an opportunity for the hospitality industry to draw in this market of potential customers, by creating unique and humbling experiences that will allow Gen Z guests to truly feel fulfilled, not from social media scrolling, or from watching videos of others’ incredible adventures, but from taking part and creating their own.
Understanding and catering to these preferences can help hospitality businesses attract and retain Gen Z customers, providing them with memorable and satisfying experiences. Whilst individual preferences will always vary, the overwhelming takeaway is the desire for seamless, unique experiences.
