Preparing for Generation Z in hotel and travel marketing
The classic “sophisticated traveler” stereotype is going extinct, but instead of them there is a new group with even higher disposable income, the below-30 travelers.
Generation Z characteristics
So called Generation Z is the newest generation of travel consumers, younger than now middle-aged Millennials, children of the financially established Generation X (the classic sophisticated travelers) and now old enough to pay for their travels. Born between 1992 and the early 2000s, with a median age of 22-25 at the moment.
They pay less student loans and home loans (especially US & Canada), financially successful and they are fully online literate. They are looking for genuine, memorable experiences without spending on status as their parents did.
Travel habits and preferences of Generation Z
Almost entirely different from the now middle aged Millennials. According to reports and researches available online, Generation Z travelers are planning travel differently, and prioritize different values compared to previous generations.
Happy to spend extra on memorable experiences, especially unique dining experiences
Mostly interested in authentic, local experiences such as local food, connecting with locals and traditions
Financially responsible and selective about what they spend on, even if they are wealthy
More health and environmental-conscious compared to any previous generations
Use OTAs but don’t rely solely on TripAdvisor reviews. They want to see community / social endorsements
They particularly dislike the following:
Don’t see value in traditional travel luxuries and won’t pay for status (such as flying business class or expensive alcohol)
Consuming alcohol & smoking regularly
They consider Millennials to be failures (poor health and finances) and don’t share their views
They find dress codes and unnecessary smart attire to be uncool
They dislike extravagance and find showing off with expensive items to be primitive
Initiatives that hotel marketers can do to adjust marketing for Generation Z
Rethink USPs and values we emphasize on the brand website and online advertising campaigns
Refrain from status and buzzword driven expressions and maintain a simple yet sophisticated tone on social media
Communicate values that justify prices other than being 5-start luxury (such as features of rooms, villas, activities, dining options or experiences)
Promote experiences in line with the expectations of this generation (unique, simplistic, authentic & looks good on Instagram)
Arrange coverage, articles and reviews that will help travelers in the choosing / decision making process to choose your hotel