Gen Zers, who were born between 1997 and 2012, are a whole separate market you should be speaking to, and accounting for, a part of your revenue and marketing strategy.
NB: This is an article from Net Affinity
Their spending power is on the up. In 2022, Business Insider estimated Gen Z’s spending power at over $360 billion in disposable income (more than double what was estimated three years ago). According to Hubspot, there are very specific areas Gen Z like to spend their money – technology, health and wellness, discounted goods, education and also on small businesses.
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60% of Gen Z ers surveyed say they go out of their way to book hotels that offer spa and wellness services. This is good news for independent hotels!
60% of Gen Zers chose a product based on it being made by a small business in the past three months
Gen Zers have grown up immersed in internet culture. They are completely fluent in the language of ‘online’ and social media, with Pew estimating that nearly all American teenagers have access to a smartphone and that 97% use one of seven large digital platforms. While they’re still huge consumers, it makes them more likely to be savvier in ways previous generations have not been. While of course not everyone is inclined a certain way just because of the generation they fall into, broadly speaking, the data points towards this generation seeking to live more mindfully in all kinds of ways. From their environmental concerns to their quest for more meaningful working lives, they are looking to enrich themselves by caring for the world, supporting local businesses, and spending on unique products and experiences – with McKinsey finding that they are more likely to pay a premium for items that are tailored to their interests.
“When it comes to traveling, Gen Z prioritizes authenticity and living in the moment,” said Sharon Silverstein, the head of U.S. verticals at Snap, the owner of Snapchat. “They don’t only share the most picture-perfect photos. They appreciate the funny, silly, real moments that make a trip truly memorable.”
While less than half of Gen Zers are currently working remotely, it’s still 48% of them – this is a big number. Keep them in mind for any bleisure (business and leisure) activity you promote.
How can you attract Gen Zers to your hotel?
Strong digital presence
There’s no two ways about it. Gen Zers are natives of the online world. This means everything from their inspiration to browsing to booking is done via online platforms. At the very least, it means your booking engine should be fully mobile-optimised, and your marketing strategy should encompass a variety of platforms; you don’t necessarily need to have thousands of followers on TikTok, but you do need to be where your audience are. Utilise social media as much as possible to engage with your audience.
