How to Attract Millennial and Gen Z Travelers

Millennial and Gen Z travelers are becoming a dominant force in the travel industry. Their preferences and behaviors differ significantly from previous generations, making it essential for hotels to adapt to attract and retain these young travelers. Here’s how your hotel can appeal to Millennials and Gen Z, along with some key facts about them:

1. Embrace Technology

Fast Wi-Fi and Connectivity

85% of Millennials own a smartphone , and they expect fast, reliable, and free Wi-Fi for work, streaming, and social media.

Mobile-Friendly Experience

82% of Millennial travelers booked their travel through a mobile app in 2022 . Develop a mobile-friendly website and booking system. Consider creating a hotel app that allows for easy booking, check-in, room service, and communication with staff.

Smart Room Features

Implement smart room features such as keyless entry, voice-activated assistants, and smart TVs to provide a tech-savvy experience.

2. Prioritize Sustainability

Eco-Friendly Practices 73% of Gen Z are willing to pay more for sustainable products and services . Highlight your hotel’s commitment to sustainability. Implement eco-friendly practices such as reducing plastic use, conserving water, and using renewable energy sources.

Green Certifications

Obtain certifications like LEED or Green Key and display them prominently. Young travelers appreciate transparent efforts towards environmental responsibility.

3. Create Unique Experiences

Local Culture and Activities

67% of Millennials and Gen Z prefer spending money on experiences rather than material items . Offer experiences that connect guests with the local culture, such as guided tours, local cuisine tastings, and cultural workshops.

Instagrammable Spots

97% of Gen Z use social media as their top source of travel inspiration . Design aesthetically pleasing and Instagrammable spots within your hotel. Encourage guests to share their experiences on social media by creating hashtag campaigns.

4. Offer Personalization

Tailored Experiences

Use data analytics to understand guest preferences and offer personalized recommendations for activities, dining, and amenities.

Customizable Packages

Provide customizable travel packages that cater to different interests, such as adventure, relaxation, or cultural immersion.

5. Promote Wellness and Health

Fitness and Wellness Amenities

81% of Millennials exercise regularly , and they value fitness and wellness amenities like modern fitness centers, yoga classes, and wellness spas.

Mental Well-being

Consider offering mindfulness and meditation sessions or creating quiet, relaxing spaces for guests to unwind.

6. Engage on Social Media

Active Presence

89% of Gen Z plan their travel based on content they see on social media . Maintain an active presence on platforms like Instagram, TikTok, and YouTube. Share engaging content, such as behind-the-scenes videos, guest testimonials, and local attractions.

Influencer Partnerships

Collaborate with influencers and travel bloggers to reach a broader audience. Authentic reviews and experiences can significantly impact young travelers’ decisions.

7. Flexible Policies

Cancellation and Booking Flexibility

80% of Millennials value flexibility in travel bookings . Offer flexible booking and cancellation policies to accommodate changing travel plans. Highlight any special deals or discounts for early bookings or last-minute reservations.

Loyalty Programs

Develop loyalty programs that offer tangible benefits, such as free nights, upgrades, or exclusive experiences.

8. Foster a Sense of Community

Social Spaces

Create inviting common areas where guests can socialize, work, and relax. Consider hosting events like game nights, live music, or community dinners.

Local Partnerships

Partner with local businesses to offer exclusive deals and recommendations, fostering a sense of community and connection.

9. Focus on Reviews and Feedback

Encourage Reviews

91% of Millennials trust online reviews as much as personal recommendations . Encourage guests to leave reviews on platforms like TripAdvisor, Google, and social media. Respond to feedback promptly and professionally to show that you value their opinions.

Continuous Improvement

Use guest feedback to continually improve your services and offerings. Address common concerns and highlight changes based on guest suggestions.

10. Highlight Safety and Cleanliness

Transparent Hygiene Practices

Clearly communicate your hotel’s hygiene and safety protocols. Young travelers prioritize cleanliness and want assurance that their health and safety are a top priority.

Contactless Services

Offer contactless services wherever possible, from check-in to room service, to minimize physical interaction and enhance guest comfort.

By understanding and catering to the unique preferences of Millennial and Gen Z travelers, your hotel can attract this growing segment and foster long-term loyalty.

Sources

1. Pew Research Center, "Mobile Fact Sheet" (2019).
2. Expedia Group, "Travel Trends Report" (2022).
3. First Insight, "The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail" (2020).
4. Eventbrite, "Millennials: Fueling the Experience Economy" (2019).
5. Expedia Group, "Gen Z: Shaping the Future of Travel" (2020).
6. Gallup, "In U.S., Exercise Rates Increase by Age, Income, Education" (2018).
7. Expedia Group, "Gen Z: Shaping the Future of Travel" (2020).
8. Travelport, "Digital Traveler Research" (2019).
9. BrightLocal, "Local Consumer Review Survey" (2020).