Who is the Gen Z travel guest?
Born between 1997 and 2012, Gen Zers are between 13 and 28 years old today. They're the first generation to grow up completely online, which means they're highly connected, tech-savvy, and comfortable navigating digital platforms.
Unlike previous generations, like baby boomers and millennials, Gen Z prioritizes authentic experiences over traditional luxury. They're more likely to choose a boutique or locally-owned hotel than a global five-star chain. They also care deeply about sustainability, diversity, and social responsibility, and want to stay with travel brands that share those values.
Social media is central to how this age group picks travel destinations. TikTok, Instagram, and YouTube are their main sources of inspiration for trip planning, and they often share their own trips online, further influencing peers. With Gen Z already making up a quarter of the global workforce (McKinsey), they're quickly becoming a core customer segment for hospitality.
Gen Z travel trends
- Social media influence: TikTok has 37 million Gen Z users, Instagram 32 million, and Snapchat is projected to reach 49.5 million users this year.
- Screen time: They spend six or more hours a day on their phones.
- Curated online identity: They carefully shape their digital persona through content.
- Climate anxiety: Surveys by McKinsey show respondents think daily about the future of the planet.
- Brand responsibility: Nine out of ten believe companies should address social and environmental issues.
- Digital-first purchasing: More than 75% use their phones to make purchases.
How Gen Z travel guests choose hotels and destinations
- Social media first: Research starts with TikTok, Instagram, and YouTube. If a destination like Bali, Japan or Thailand trends online, it goes on their bucket list.
- Price and flexibility: Gen Zers are budget-conscious but willing to splurge on unique or "worth-it" upgrades. Flexible booking and last-minute options are key to avoid FOMO (fear of missing out).
- Peer recommendations: They put more trust in word-of-mouth recommendations through Reddit threads, TripAdvisor, and Google Reviews than in traditional ads.
- Flexibility in stay: Cancellations, personalization, and adaptable itineraries are highly valued.
- Something special: Hotels that offer something special like rooftop yoga, local chefs, or design-led spaces resonate more than generic amenities.
- Digitally influenced: They follow hashtags and influencers to discover "Instagrammable" experiences that will impact their travel decisions.
- Local-first: They want hotels that reflect local culture, support the community and provide immersive cultural opportunities. They are experience-based travelers like their millennial counterparts.
What Gen Z travel guests expect from hotels
Mobile-first journeys
For Gen Z, mobile isn't optional - it's essential. They expect to book, check in, pay, and even order room service directly from their phones. The smoother and more integrated the mobile experience, the more likely they are to view a hotel as modern and guest-focused.
Personalization
This generation of frequent travelers looks for stays that feel tailored to them. That could mean personalized itineraries, wellness and wellbeing options, or loyalty perks that reflect their interests. It's not about over-the-top luxury, but about making their trip feel unique and designed with them in mind.
Fast service
Gen Z grew up with instant gratification, so waiting in line is a frustration. Digital concierge services, self-check-in kiosks, and mobile-first operations help hotels deliver the fast service these guests expect. Speed equals satisfaction in their eyes.
Sustainability
Climate change is a defining concern for Gen Z, and they expect travel brands to act responsibly. Hotels that can demonstrate eco-friendly practices, ethical sourcing, and genuine sustainability commitments will stand out. Transparency is important. They want to see measurable action, not vague promises.
Authentic cultural experiences
More than just sightseeing, Gen Z wants to connect with local culture. Whether that's through events, food, or partnerships with the community, they value hotels that create opportunities for authentic interaction with new people. For them, the best travel memories are the ones that feel unique and rooted in the destination.
How hotels can meet Gen Z travel guest expectations
Make the journey mobile-first
Meeting Gen Z expectations starts with technology. Mobile-first check-in, digital keys, mobile payments, and app-driven room service aren't extras - they're the baseline. Hotels that deliver a seamless, end-to-end digital journey will naturally appeal to these digital natives.
Personalize every stay
Gen Z guests notice when a hotel feels generic. By offering personalized itineraries, loyalty programs, or wellness-focused perks, hoteliers can create the "wow" factor this group is looking for. Even small touches, like curated local recommendations, can make the hotel guest experience feel more memorable and more shareable.
Speed up operations with automation
Fast service doesn't just benefit guests - it helps staff too. Tools like self-check-in kiosks, mobile check-in, and digital concierge services reduce waiting times while streamlining daily operations. For Gen Z, this efficiency translates directly into satisfaction.
Communicate in real time
Always connected, Gen Z guests expect hotels to be just as responsive as the apps they use every day. Real-time communication, whether it's updates about events, personalized offers, or service confirmations, keeps them engaged and informed. A steady flow of relevant information also helps avoid frustration or missed opportunities during their stay.
Offer shareable unique experiences
Gen Z is strongly influenced by social media like TikTok, so hotels should think about how their travel experiences will translate online. Designing immersive, culturally rooted activities that photograph well and feel authentic will encourage guests to share their stay. A rooftop yoga class, a pop-up dinner with local chefs, or a behind-the-scenes cultural tour can all become unique experiences that live far beyond checkout.
Meeting Gen Z travel expectations with Mews
Mews' Hotel PMS helps hotels deliver the seamless, mobile-first experiences that Gen Zers demands. With features like mobile check-in, digital keys, automated workflows, and real-time communication, Mews ensures guests can manage their stay entirely from their phone.
Integrated payments make it easy to accept digital wallets, while self-service kiosks speed up arrivals and departures. The Mews virtual concierge provides 24/7 responses, helping hotels deliver the instant service younger travelers expect.
Conclusion
Gen Z is changing the way hospitality works. They want sustainability, personalization, and authentic experiences, but above all, they expect everything to be digital-first. For hotels, that means putting the right hotel technology in place to stay relevant, competitive, and appealing to the travelers who are already shaping the future of tourism.
Want to learn more about guest expectations?
Download our guide "Understanding the Modern Guest"
.webp)
