Gen Z is rewriting the rules of travel and hospitality, and hotels and event spaces have the opportunity to rise to the challenge. Known for their love of unique experiences, authenticity, and commitment to sustainability, Gen Z travelers demand more than just a place to sleep or celebrate — they want genuine connections, memorable moments, and a sound conscience.
And optimizing sooner than later is sure to have a lasting impact on your bottom line — Gen Z consumers are expected to add almost $9 trillion in spending globally by 2034, more than any other generation.
In this post, we’ll explore actionable ways hotels and event spaces can optimize their offerings to attract and delight this influential demographic, focusing on budget-friendly pricing, an approachable atmosphere, quirky add-ons, eco-friendly practices, and embracing technology.
1. Budget-Friendly Pricing Options
Gen Z guests are often early in their careers or may still be in school, making affordability a critical factor in their travel decisions. However, they’re willing to spend on experiences they perceive as unique and valuable.
How to do it:
- Flexible Pricing Models: Offer discounts for students, weekday stays, group bookings, or extended visits.
- Alternative Accommodation Options: Consider budget-friendly room formats like dorm-style setups, micro-rooms, or co-living spaces.
- Free Perks: Provide complimentary amenities such as high-speed Wi-Fi, breakfast, or local transportation. These add tangible value for guests without breaking the bank.
- Loyalty Programs: Design programs with smaller, immediate rewards like free coffee, vouchers, or event tickets instead of long-term point accumulation.
Take Generator Hostels for example: a hybrid hostel-hotel chain that strikes the perfect balance of affordability and modern design, catering to budget-conscious travelers without compromising on style or experience.
2. Authentic and Approachable Atmosphere
Gen Z prefers authentic and approachable environments to overly luxurious or formal settings. They value spaces that feel inclusive, creative, and reflective of local culture.
How to do it:
- Design with Purpose: Use minimalist, functional designs that emphasize comfort. Include communal spaces like co-working lounges or cozy libraries.
- Highlight Local Culture: Decorate with local art, source furniture from nearby makers, or incorporate neighborhood-inspired design elements.
- Staff Approachability: Train staff to be warm and engaging, avoiding overly formal interactions. Gen Z values genuine conversations.
- Instagrammable Moments: Create visually appealing but understated spots, like a vibrant mural or a scenic rooftop, that are perfect for social media sharing.
Collaborate with local businesses to offer unique experiences that can’t be easily replicated, such as partnerships with nearby cafes, breweries, or artisan shops.
3. Quirky Event and Add-On Packages
Gen Z loves novelty and experiences that are out of the ordinary. They are more likely to spend on fun, shareable moments than traditional luxury add-ons.
How to do it:
- Theme-Based Packages: Offer unique stays, like a “Digital Detox Weekend” with zero screens or “Retro Game Night” featuring vintage consoles and board games. Standardize and automate internal workflows with software like Event Temple to empower your team and deliver consistent, high-quality experiences to your guests.
- Interactive Workshops: Host pop-ups like mixology classes, urban gardening, or creative workshops led by local artisans.
- Surprise Elements: Add quirky perks such as personalized welcome notes with local recommendations, surprise upgrades, or in-room extras.
- Exclusive Collaborations: Partner with local influencers for events, or offer limited-time experiences like food truck evenings or rooftop yoga.
A great example in action is Freehand Hotel’s communal events, like cocktail-making classes and art nights, that attract Gen Z travelers looking for fun and creativity during their stay.
4. Commitment to Climate Conservation
Sustainability isn’t just a buzzword for Gen Z — it’s a necessity and guiding principle in their evaluation of businesses. They actively choose and prioritize brands that align with their environmental values.
How to do it:
- Go Green: Transition to renewable energy sources, install water-saving fixtures, and minimize waste.
- Eco-Friendly Amenities: Replace single-use plastics with refillable dispensers and provide sustainable toiletries.
- Promote Sustainability Efforts: Showcase green certifications and share regular updates on your sustainability initiatives.
- Offer Volunteer Experiences: Provide opportunities for staff and guests to participate in eco-conscious activities like beach cleanups or community garden projects.
The key to making these strategies impactful is to ensure you are making your eco-friendly approach known to guests, so don’t shy away from highlighting this on your website and at your property. Scandic Hotels is a pioneer in sustainable hospitality, with initiatives like CO2-neutral stays and plastic-free policies, which resonate deeply with eco-conscious travelers.
5. Embracing Contactless Check-In and IoT Features
Tech-savvy Gen Z travelers expect convenience and efficiency as part of their hotel experience. Contactless check-in and Internet of Things (IoT) integrations — think voice-triggered virtual assistants like Siri or Alexa and smartphone apps for all kinds of in-room efficiencies — not only enhance the guest experience but also demonstrate a hotel’s commitment to innovation and adaptability.
In a post-pandemic world, contactless solutions also provide an added layer of safety, catering to Gen Z's preference for technology-driven interactions over traditional processes. IoT-enabled features further elevate their stay by offering personalized and seamless control of their environment.
How to do it:
- Streamlined Check-In and Keyless Entry: Implement mobile apps or kiosks that allow guests to check in remotely and access their rooms with a digital key. This saves time and reduces physical interactions.
- Smart Room Features: Install IoT devices that allow guests to control lighting, temperature, and entertainment systems from a single app or voice assistant.
- Personalized In-Room Experiences: Use IoT to recommend streaming services, playlists, or even customized room settings based on guest preferences collected during the booking process.
- Self-Service Convenience: Allow guests to order room service, book amenities, or communicate with staff through apps or voice assistants integrated into their stay.
CitizenM Hotels are leaders in contactless technology. Their app lets guests handle everything from check-in to room settings, and even select mood lighting — all while maintaining a modern, tech-forward aesthetic that resonates with Gen Z.
Integrate these technologies with your hotel CRM software to gather insights on guest preferences and tailor future offerings. For instance, a guest who frequently selects “quiet rooms” could be automatically assigned a room away from elevators and foot traffic on their next stay.
By incorporating contactless check-in and IoT features, hotels can not only meet but exceed Gen Z’s expectations for convenience, personalization, and technological innovation. These additions position your property as a modern, forward-thinking destination that delivers experiences catered to the needs of the next generation of travelers.
Combining it All: Tell Your (New) Story
Successfully appealing to Gen Z requires integrating these elements into a unified experience that aligns with your brand’s identity.
- Storytelling: Use digital platforms to share behind-the-scenes stories about your eco-friendly practices, quirky events, and affordable offerings.
- Social Media Engagement: 53% of Gen Z travelers use social media platforms for leisure travel recommendations. Highlight guest experiences, promote events, and encourage user-generated content to build community and credibility.
- Personalized Communication: Leverage automation included in hotel and event management software like Event Temple to save time and offer consistent, tailored communications to guests.
Make your Gen Z guests feel like their booking is a curated experience that has been tailored just for them and the social proof and referral business will roll in accordingly.
Gen Z guests are too valuable for hotels and event spaces to ignore
Hotels that embrace Gen Z’s values — affordability, authenticity, creativity, and sustainability — are positioning themselves for long-term success. By offering meaningful experiences that resonate with this generation, you’re not just filling rooms — you’re building loyalty and lasting connections that will pay dividends into the future.
Are you ready to transform and optimize your hotel and event experiences for the Gen Z guest? Start implementing these strategies today to create a destination that’s memorable, shareable, and, ultimately, more profitable.
Drop us a line if you’d like to see how Event Temple can help your hotel and events team save time and sell more — we’d be happy to show you how.
