4 Smart Tactics Hotels Can Use to Attract Gen Z Travellers

If, three decades ago, someone had predicted that the newly born generation would account for 40% of the global consumers and that appealing to them would become a core objective of hotel marketing strategies, it might have been difficult to believe.

Yet today, this is a reality.

Not only are Gen Z travellers reshaping demand today, but together with Millennials, they are projected to represent 83% of hotel guests by 2030, according to LG Business Solutions.

For hoteliers, this demographic shift brings both challenges and opportunities. Gen Z travellers are not driven by traditional loyalty, but by authenticity, digital fluency, and values-led experiences. For them, travel is an expression of identity and a means of self reflection.

This article provides practical guidance on how hoteliers can adapt to Gen Z travel trends while highlighting how HBX Group can support you in staying competitive in this evolving landscape.

Why are so many Gen Z travelling?

Born between 1997 and 2012, Generation Z represents the first true cohort of digital natives—a generation raised with smartphones, social media, and instant access to global information.

Already accounting for 30% of the global population and around 40% of world consumption (as per Brittany Ferries), travel is one of their top priorities.

Gen Z travellers are adventurous, curious, and values-driven. The European Travel Commission highlights that younger travellers are more likely to explore lesser-known destinations, return repeatedly to places they connect with, and contribute to local communities.

They are drawn to experiential travel, where cultural immersion, authentic local experiences, and sustainability intersect.

These facts show that for Gen Z, travel is more than holidays. It is a meaningful time spent on self-discovery, identity, and well-being.

According to Brittany Ferries, 93% of Gen Z agree that travel experiences positively impact their mental health. Notably, 84% would prefer having a holiday over purchasing a new luxury item as per American Express, proving that experiences outweigh possessions.

As the most digitally connected generation, Gen Z travellers research and book trips primarily through social media, reviews, influencers, and mobile-first platforms. Personalised content, AI-driven recommendations, and fintech-enabled flexibility strongly influence their decisions.

As a hotelier, these traits should not be seen as just another set of traveller habits, but as critical signals to adapt your offerings. Major hotel revenue lies in meeting these evolving preferences.

According to American Express, 74% of Gen Z plan to take 1–3 domestic trips in 2025, while 59% intend to travel internationally at least once during the same year.

With an estimated $143 billion in direct spending power, Gen Z are not only frequent travellers but also high-value guests ready to engage with hotels that align with their choices and expectations.

Hotel marketing strategies to attract Gen Z

To appeal to the Gen Z travellers, think and act like them. ‘For hoteliers, this means redefining travel marketing strategies. Segment products by experiences such as wellness, adventure, and sleep tourism, while showcasing accountability and authentic brand values,’ states Javier Cabrerizo Postigo, Chief Strategy & Transformation Officer at HBX Group.

Become tech-savvy

Gen Z are the first true digital natives, and technology is embedded into their travel expectations.

What Gen Z wants from hotels is tech-driven convenience. Many are already engaging with AI and automation: 21% have used chatbots for trip planning, and they expect wait-free service during their stays.

Actionable steps for hoteliers:

Introduce service robots for fast, discreet, and 24/7 in-room deliveries.
Offer digital concierge services powered by AI for personalised itineraries.
Provide seamless connectivity for streaming platforms, gaming, or entertainment—Gen Z values the ability to personalise their downtime.
Communicate these upgrades across your marketing to strengthen your property’s digital identity.

Be where Gen Z travellers are

The first time a Gen Z traveller sees your hotel is mostly on a smartphone. Around 80% of Gen Z travellers use their smartphones to research and book trips (Brittany Ferries).

Short-form video dominates their planning behaviour: 70% use TikTok as a trip-planning tool, and they trust in online reviews more than traditional advertising.

Actionable steps for hoteliers:

Design your websites aesthetically for fast loading on mobile phones.
Share authentic stories through TikTok, Instagram Reels, or YouTube Shorts.
Highlight your CSR practices prominently to connect with them.
Use AI-driven automation/chatbots to recommend personalised itineraries.
Actively collect and showcase guest reviews across digital platforms, making them visible during the booking journey.

Gain their trust on social networks

Gen Z identifies strongly with travel, and they enjoy posting on social platforms to boast their experiences as part of their identity.

Apart from online reviews, influencers play a central role in shaping their travel decisions. In fact, 45% of Gen Z trust travel recommendations from influencers, according to Perk.

Actionable steps for hoteliers:

Collaborate with micro-influencers to create real-time content during their stay.
Encourage user-generated content by designing “Instagrammable” spaces: rooftop views, elegant dining areas, or quirky photo booths.
Run interactive campaigns such as challenges, polls, or giveaways to engage Gen Z on their favourite platforms.

Show them you care with personalised offerings

Gen Z travellers are demanding—they want unique, flexible, and values-based experiences.

According to HotelMize, 38% of Gen Z travellers consider a unique experience the most important element of a great holidays.

Similarly, 61% prioritise wellness on their trips, and 70% actively seek off-the-beaten-path experiences.

Actionable steps for hoteliers:

Provide flexible booking policies and non-traditional schedules, such as late breakfasts, all-day dining options or contactless check-ins.
Curate experiences rooted in local culture with language-friendly services, guided community activities, and cultural immersion.
Embrace multi-generational travel trends: 58% of Millennials and Gen Z parents plan to bring extended family on holidays in 2025, as per American Express.
Offer remote work–friendly spaces and 'bleisure' packages that combine productivity with pleasure.
Embrace sustainable practices such as EV charging stations, solar-powered energy, locally sourced food etc. Gen Z are more likely than other age groups to consider sustainable travel options, with 56% saying they'd want to stay in green or eco-friendly accommodations (Expedia Group), electric vehicle charging stations
Get on the current travel trends and adapt to wellness tourism, adventure tourism, and sleep tourism. Self-care is a significant focus for Gen Z travellers, with 61% prioritising travel plans that include wellness experiences.
Use AI-driven automation to personalise upsell offers, such as a sunset cruise for couples or yoga sessions for adventure travellers.

We can help you attract Gen Z

Traditional marketing channels are fragmented, and many internal teams lack the time or expertise to manage complex campaigns.

HBX Group provides a full-service marketing solution that simplifies strategy, execution, and reporting, delivering instant visibility with zero setup.

By partnering with HBX Group, you gain:

Global distribution reach: Access c.60,000+ travel distributors, including 50,000 travel agencies and 3,500 tour operators.
Trusted network: Join over 250,000 hotels already working with us across 190+ source markets.
Opaque channels: Reach high-value customers without affecting your direct sales channel.
Local market expertise: 1,400+ market-based specialists act as an extension of your sales team, influencing how distributors promote your property.
Gen Z-focused solutions: Tailored campaigns designed for socially driven and experience-led travellers all around the globe.

Partner with HBX Group to strengthen Gen Z trust in your brand and grow your Gen Z bookings for long-term success.