How Hotels Can Appeal to Each Generation of Travelers

Trends change every year as individuals grow and their values develop. Keep up with evolving preferences by appealing to as many travelers as possible.

From Baby Boomers to Gen Z, each generation has its own set of preferences and general travel behaviors.

About 20 percent of every generation between 18 and 64 years old spend at least $2,000 on travel in a year, according to GOBankingRates. While Gen Z travel is on the rise, every generation is ready to spend good money on good experiences. But just because they all have money to spend doesn’t mean they’ll have the same expectations.

Staying in tune with generational ideals is essential for maintaining a competitive edge against the other room accommodations in your area. Hotels that don’t adapt to changing guest demographics may lose a portion of their potential customers. Catering to each generation also promotes inclusivity. A hotel that caters to all generations feels more welcoming and is of course better for business. Creating a nice balance is ideal.

To keep up with each generation’s changing needs, you’ll have to keep up with hospitality trends as they evolve each year. Here are a few ways you can start appealing to each demographic now.

Gen Z

Gen Z has grown up with technology like smartphones… many have never even touched a VHS tape. To appeal to them, you need to offer fast and reliable Wi-Fi, plenty of USB charging ports, and smart room controls like customizable lighting and room temperature. Implementing keyless entry through mobile apps and providing streaming services on in-room TVs also ensures a better tech-centric experience.

This demographic tends to value experiences over products. Not only do experiences provide fond memories, but they also provide “Instagramable” moments. Promote your amenities such as pools and spas. Consider setting up areas that look trendy and are good for capturing photos.

Gen Z travelers often support businesses that align with their values. Hotels should market socially responsible practices, such as contributing to local communities by supporting small businesses, supporting charitable causes, and promoting eco-friendly practices.

Millennials

Like Gen Z, Millennials are accustomed to technology. Charging ports, Wi-Fi, and the ability to customize the room for their comfort are important here too. You should also streamline the booking process with user-friendly websites and mobile apps. Offer mobile check-in and keyless entry to minimize wait times and improve the overall convenience of doing business with you.

Actively engage with millennials on social media platforms. However, they aren’t as concerned about photo spots as Gen Z. Instead, create visually appealing online content and encourage guests to post about their experiences with a dedicated hashtag.

This generation now makes up most of the workforce, so you should create spaces that are comfortable for them to work in thanks to the rise of remote work. Include desks in your rooms, but also create lounges or provide comfortable seating in your lobby with nearby charging ports.

Gen X

People in this generation are more likely to have a well-established and comfortable career. This means that they have the means to take longer trips than their younger counterparts. This provides an opportunity to offer them special long-stay packers that include discounts or perks. You can use demographic information to send out offers via email specifically to this age group.

Gen Exers also value cultural experiences and are fond of museums or local attractions. Consider offering activities and entertainment options geared towards adults like wine tastings, live music, and art exhibitions. Provide diverse, high-quality dining options within the hotel, with an emphasis on locally sourced and organic ingredients.

Sharing information about local spots, whether that be by paper, concierge services, or digital messages, is a good choice here.

Baby Boomers

Baby Boomers often appreciate traditional and comfortable accommodations. Your rooms should have comfortable mattresses, high-quality linens, and cozy furnishings. Offer attentive and personalized service like assistance with luggage and concierge services to help with travel arrangements and local recommendations.

Offer on-site restaurants with a focus on quality, traditional cuisine, and a relaxed atmosphere. Classy decorations are also appealing. Display local artwork and cultural items in guest rooms and common areas. Baby Boomers often appreciate the connection to local culture and history.

The age range for Baby Boomers ends at about 77 years old, so accommodations are essential. Provide accessible rooms with features like handrails in bathrooms and wheelchair-friendly access.