Gen-Z visits your hotel: what needs to change?

What needs to change?

Generation Z is already one of the largest consumer groups. Understanding this generation, born between 1996 and 2015, is therefore an absolute must. What are their needs, what do they care about and how do you reach them? Our answer in a nutshell: TikTok. This is the epitome of what it means to be a Gen-Z'er. In doing so, we think we are also pointing out right away that there are still few marketing managers in the hotel industry who really understand this demographic. In fact, few hotels and hotel chains are yet using the platform and properly targeting this demographic.  
Want to avoid completely missing the mark with Generation Z with a Millennial approach? Read below what the characteristics of this new generation are and how your hotel can best respond to them.

Characteristics of Gen Z

The main characteristic of Generation Z is that they are the first generation to grow up in a fully digitised world. Smartphones, touchscreens and apps have been the norm for this young generation since birth. This is a big difference from the Millennial, who can remember a time before wireless internet. Due to this digitalisation, Gen-Z has strong technical skills, the ability to multitask and the desire for personalised, tailored experiences.  
The other characteristics of Gen-Z'ers is that stability is paramount. In addition, they are entrepreneurial, value personal contact, are competitive, flexible and prefer independence.

How does Gen Z travel?

We move on again to the key feature of the generation, digitization. Indeed, Gen-Z expects nothing less than to be able to handle all transactions in advance on their phone or tablet: from selecting their destination to booking all the details, including flights, accommodation and restaurant reservations. In addition, they also want to be able to ask questions online and get immediate answers while making their decisions. In America, the app Hopper is therefore wildly popular. This app perfectly caters to Gen-Z's needs by offering all aspects of a trip on the same platform at the lowest price. It looks like it is only a matter of time before this trend blows over to Europe. 
Another key focus is sustainability. Gen-Z travels with a conscience. They are attracted to hotels and travel companies that are committed to sustainability and socially conscious travel. This younger generation is much more ethical than previous generations. So it is good to consider how you as a hotel are addressing this and how Gen-Z can find this information online.

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How do you attract Gen Z?

Now that we know what Generation Z is like and what their travel preferences are, we can move on to the most important part for you. How do you ensure that this large group is attracted to your hotel? Especially with an eye to the future, this is important because this group will provide a much larger share of occupancy.  
We start with the question of speed and efficiency. Gen-Z does not want the hassle of paperwork or physical payments. They prefer to pay for their overnight stay in advance and any ancillary charges with the click of a button. SmartHOTEL offers several solutions that can facilitate this.  
In addition, as mentioned many times before, Gen-Z is the digital generation. Social Media determines where they go and therefore a unique and photogenic experience is of great value. Make sure you invest in Social Media marketing to ensure the greatest reach. 
The bottom line? Don't underestimate Gen-Z, because it won't be long before they will dominate the majority of the market.

Are you looking for digital solutions for your hotel but don't know where to start? Then get in touch with SmartHOTEL. Together we will look at the current situation and how to improve it as efficiently as possible.

Plan a meeting with us here at any time that is convenient for you. We're interested to know how we can help you! Completely cost free. 


About SmartHOTEL 

For more than 16 years, SmartHOTEL has been helping hoteliers navigate the exciting world of online distribution. From our office based in the Netherlands and the United Kingdom, our team serves independent hotels, hostels and chains worldwide by providing channel management and tailored online distribution solutions. A lot has changed over the last years, but our goal remains the same: simply connect hotels to the world. For any questions regarding our services, please contact us at or call +31 (0)182 75 11 18. 


By Quinten Gazendam | March 08, 2023

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