How can hotels appeal to Gen Z travel trends?
Every age group brings different expectations while traveling. When it comes to personalization, what do guests want? Is it extra water bottles added to the room, special discounts for a favorite meal, or just the front desk remembering your name when you come back to the hotel?
Looking at the older side of Gen Z travelers, who are roughly 20-29, recent research from NYU and HBX group revealed that this age group appreciates personalization when it’s “transparent, empowering and authentic.” Unlike previous generations, they want technology to act as a travel partner that accompanies them and respects their values – not to fully decide for them.
Knowing these preferences, what are simple ways for hotels to address Gen Z travel trends while not impacting already stretched staff and even maybe saving money along the way?
Energy Management
The NYU report shared that Gen Z has a sense of personal responsibility and collective impact. This includes sustainability and the impact of choices. If a hotel adopts a smart energy management platform that adjusts based on individual room dynamics and check-in/check-out, the hotel is only using energy to mitigate waste and adjust preferences for guests. The hotel saves money while optimizing operations.
Quality Wi-Fi
Gen Z has always had internet, social media, and smartphones at their fingertips. So, the expectation of reliable and secure connectivity is non-negotiable. At the end of the day when a guest is wanting to stream their favorite show and other guests are sucking up all the bandwidth, they are left with an extremely poor experience. Balanced and secure connectivity will entice them to come back or add to their brand loyalty.
Wi-Fi also connects all the smart devices across the hotel, so having a strong and reliable connection ensures check-in kiosks, security cameras, and housekeeping systems are all optimized to give associates and guests the best experiences.
Securing Trust with Safety & Security
Guests need to feel safe – physically and digitally – when they stay at a hotel. Digital/mobile keys or keycard choices, smart cameras and lighting, and algorithm-driven elevators help create a more secure building. Also having the right access and authentication onto the network also safeguards guests’ personal data.
Lean into Gen Z Travel Trends: Personalization Creates Better Experiences
Hotels will walk the thin line between “useful” and “annoying” personalization, but as the NYU study showed that younger travelers will respond best to experiences that anticipate their needs and respect their budgets.
The above categories are great ways to create positive experiences that will help long-term planning and optimize cost controls. They create a solid infrastructure that appeals to not only Gen Z but other travelers as well.
Interested in learning more about Nomadix solutions and how we can help hotels address Gen Z travel trends? Feel free to reach out or book a meeting.
Mike Womack is vice president of Americas partner sales with Nomadix, an ASSA ABLOY company. He brings more than 20 years of successful sales leadership with a proven track record of exceeding annual sales targets, capturing new markets and positioning organizations for growth.