Bridging the Generation Gap: A New Perspective for Hoteliers
It seems like almost overnight, the not-so-silent Gen Zs and social media mavens rose as target audiences for hoteliers in a post-pandemic world. With a high level of influence in the digital space and nearly $360 billion to spend, it’s easy for marketers and hospitality operators to get distracted by the multitude of desires these new groups expect to fulfill during travel. So much so, what’s often overlooked is the similarity of their tastes to those of prior generations. A brief look into some of these congruencies demonstrates that incorporating individualized communication, attention to detail, and curated programming can help to effectively satisfy all parties.
Many generations have a desire for individualized, fluid communication between the brand and traveler. While some Gen Zs qualify this through social media expression and presence, Baby Boomers and Gen X emphasize the significance of interpersonal relationships in real time. Regardless, all expect consistent and clear communication from the brand’s voice to create trust. This process starts well before guests arrive at the hotel through effective UX/UI design and marketing and continues through their stay on property. For example, if a tech-savvy vacationer has an experience just as individualized and bespoke as a digital nomad or leisure traveler, a hotel can develop loyal guests from all walks of life. Recognizing and anticipating a traveler’s communication style from pre-arrival through departure ensures a smooth experience overall; a key to guest satisfaction, no matter the generation.
A hospitality experience that has wide appeal is also one derived from unique and deliberate choices in architecture, art, music, and menus. While Gen Z may be drawn to photogenic architecture or charming art installations, prior generations may appreciate the overall precision of the architectural craft itself. Both see value in the same visual environment. Attention to detail and an eye for the small touches are capabilities that have always been essential in hospitality and will forever be paramount to success. True luxury hospitality goes a step further, taking full advantage of a wide range of audience perspectives.
Hotels with personality, authenticity, and a connection to local culture further garner the attention of several demographics, not only Gen Zs or Millennials. Hospitality experiences that do this well incorporate “active relaxation” into their programming, or the appeal of certain amenities that combine activity and downtime such as hiking, light exploration, golfing, or the spa. While there is no doubt some travelers also enjoy lively outings, creating picturesque opportunities that are culturally immersive without being overly obvious, can lead to organic user-generated content, while also appealing to the retiree who aspiring to live in the moment and soak up their well-deserved relaxation. A hiking option that explores the local landscape, a spa treatment that incorporates local practices, or a wine-tasting trip to a nearby winery, provide multi-generational personalization opportunities for hoteliers. When elements of local culture can be tied into active relaxation or wellness-focused amenities, the specific needs of both groups are met in a savvy way.
All in all, exploration of parallel guest desires and implementation of a comprehensive approach empowers hospitality experts and hoteliers to create marketing and operational strategies effective for both old and new generations. Rather than focusing on the gleaming differences in consumer age preferences, understanding how to satisfy a wide audience can create lifelong guests across multiple consumer segments. Employing a balanced approach that emphasizes individualized communication, deliberate design choices, and congruent strategy-based programming will target travelers who truly appreciate and value their hospitality experiences long term. Hoteliers who can attract a growing audience and also appeal to established travelers will evolve as the forerunners in the future of the hospitality space.
Author: Cara Federici, C.E.O.
Co-Author: Kate Ginn, Business Development Manager
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