What Gen Z wants from hotels
How a new travel generation is reshaping service expectations and brand loyalty
Gen Z travelers are now a major and growing segment in hospitality, bringing new expectations shaped by digital-native habits, value-conscious decision making, and a desire for convenience, authenticity, and sustainability.
Key takeaways
- Digital-first experience: Gen Z expects seamless digital touchpoints, including mobile check-in, digital keys, and intuitive self-service options that reduce friction and waiting.
- Convenience and flexibility: Easy luggage storage, flexible check-in/check-out, clear instructions, reliable Wi-Fi, and grab-and-go food options are essential to support spontaneous and fluid travel habits.
- Cleanliness and safety as baseline: Hygiene, cleanliness, and professional staff presentation are non-negotiable basics—hotel differentiation must come from experience, not housekeeping standards.
- Authenticity and vibe: Gen Z prioritizes spaces with personality—local art, sustainable design choices, and meaningful atmosphere matter more than generic “nice” décor.
- Sustainability and transparency: This generation rewards visible eco-friendly practices and values brands that show clear, honest commitments to environmental responsibility.
- Weak loyalty program visibility: Only 30% of properties in the study promoted loyalty options effectively; hotels are missing opportunities to build long-term relationships.
- Operational performance gaps: Slow F&B service, inconsistent greetings, and lack of upselling training weaken overall experience and reduce memorable touchpoints.
- Gen Z as co-creators: Engaging Gen Z guests as participants—through feedback loops, collaborative sustainability initiatives, and authentic communication—can build strong brand advocacy and repeat business.
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