Generation Z is now a major force in the hotel industry—both as guests and employees. With this demographic projected to comprise nearly 30% of the global labor force and become the largest segment of hotel staff by late 2025, understanding their preferences is essential for operators who want to stay competitive.
As guests, Gen Z brings distinct priorities. Sustainability isn't optional—it's expected. Tech-enabled experiences are the baseline, not the differentiator. Authentic, Instagram-worthy moments drive booking decisions, with many young travelers discovering hotels through social media before ever visiting a booking site.
This social media influence cannot be overstated. A property that photographs well and tells a compelling brand story can drive significant traffic organically. Hotels that create share-worthy experiences—from striking design elements to unique amenities—gain marketing reach that would be expensive to buy.
But Gen Z's impact extends beyond the reservation desk. As employees, they're reshaping workplace expectations in the hotel industry. Work-life balance, clear career pathways, and company values all factor heavily into employment decisions. They expect their employers to take meaningful stands on social and environmental issues.
Wellness has become particularly important. Gen Z workers believe strongly in the connection between work environment and mental health. Hotels that offer employee wellness programs, reasonable schedules, and genuine concern for worker wellbeing have a recruiting advantage.
Flexibility matters too. Unlike previous generations who might have accepted rigid scheduling, Gen Z workers often prioritize control over their time. Hotels that offer scheduling apps, shift-swapping options, and predictable hours find it easier to attract and retain this demographic.
The hotels thriving with Gen Z—whether as guests or employees—share common traits: authenticity, transparency, and a genuine commitment to values beyond profit.