If you’re in hospitality and still building your guest experience around millennials, you might be missing a trick. Gen Z, born between the mid-1990s and early 2010s, are already earning, spending and setting new expectations for how hospitality brands engage, behave and deliver. So how do we connect with this generation?
These five ideas can help:
1. Start with simplicity
Global hospitality and travel marketing specialists 80 DAYS recently published a fascinating article on the return of ‘brutal simplicity.’ They described the move away from complexity and noise toward clarity and focus. In hospitality, this feels particularly relevant when trying to engage Gen Z. They’ve grown up in a digital world full of content. So, cutting through the noise often comes down to clarity. You may want to ask: is our brand message clear? Is our digital presence clutter-free?
2. Understand what they value
There’s growing evidence that Gen Z place high importance on sustainability, inclusion and authenticity. According to Booking.com’s 2025 research, 93 percent of global travelers want to make more sustainable travel choices. Moreover, over half of Gen Z prefer to stay in green or eco-friendly accommodation. While sustainability might not be top of the agenda across every market, it’s worth noting that feeder markets such as Northern Europe, Canada and parts of Asia are increasingly factoring environmental responsibility into their travel decisions. Pursuing internationally recognized sustainability credentials, like the Green Key certification or B Corp, may help improve your positioning in key international markets.
3. Use technology for insight, not just automation
This generation is digitally native. This means they leave behind plenty of data, and that can be incredibly useful if used well. For example, Gen Z travelers are more comfortable booking trips with short notice. They often rely on social media and peer reviews when choosing a destination or brand. They’ll appreciate tailored content, instant booking features and technology that adds value rather than friction. Instant messaging apps like WhatsApp can also be effective tools when handled correctly. A quick, conversational exchange can feel natural to this demographic, but responsiveness is key. Waiting 24 hours for a response simply won’t cut it. You might also explore tech that works quietly in the background, like loyalty schemes that reward sustainable choices without demanding too much of their time.
4. Meet them where they are
Gen Z aren’t typically engaging with long-form newsletters or static brochures. If you’re trying to reach them, short-form video, user-generated content and influencer collaborations might be more effective. That doesn’t mean chasing every trend. However, it might be worth identifying the channels your Gen Z guests use most.
Consider micro-influencer partnerships with creators who align with your brand values.
Additionally, think about the share ability of your physical spaces. Online reviews remain a major trust signal for Gen Z and they often check multiple review sources before booking. Responding to reviews, both good and bad, in a timely, respectful way is now part of your brand’s public voice.
5. Lead from within
Cracking the Gen Z code isn’t just a marketing conversation. You might want to consider whether the culture inside your business matches the brand you’re projecting externally. Do your employees feel proud of the business they represent?
This generation can spot disconnects quickly. If the promises made in your advertising aren’t backed up in service delivery, they’ll pick up on it. Moreover, they won’t hesitate to share their experience online.
The opportunity ahead
Engaging Gen Z may not require a full-scale brand reinvention. However, it likely involves a shift in how we listen, adapt and communicate. Gen Z is a generation that doesn’t just visit. They share, they review, they influence. And if they like what they see, they’ll bring their friends. That feels like an opportunity worth exploring.
