Understanding Generational Hotel Guest Behavior: From Boomers to Gen Z

Discover the unique behaviours and preferences of different generations of hotel guests. This blog explores how hoteliers can create tailored experiences that resonate with each age group.

Imagine stepping into a hotel where every aspect of your stay feels tailor-made just for you. From the moment you check in, the experience is comfortable, exciting, and exactly how you want it to be. Now, picture how different this experience would be for your parents, your kids, or even your grandparents. In today’s hospitality industry, understanding and catering to the unique preferences of various generations isn’t just a nice-to-have; it’s a game-changer. As guests span from tech-savvy Gen Zers to tradition-valuing Baby Boomers, hoteliers face the exciting challenge of creating experiences that resonate across age groups. After all, hospitality is a people's business, so understanding human behaviour is crucial to forming lasting connections with your guests. 

While these characterizations are generalized, and there are always exceptions and overlaps, it remains fascinating to explore the world of generational guest behaviour. With this in mind, this blog post offers tips for hospitality providers on how to exceed the expectations of every guest, regardless of their age.

The Greatest Generation/The Silent Generation (born before 1945)

Although this generation no longer comprises a big part of the travellers, they are still around, and since they are enjoying the golden years of their retirement, they tend to travel with the sole purpose of relaxing. So, making their experience as relaxing as possible is the way to go for any hotel that caters to these types of guests. 

One thing that is to consider for this generation is that they are fiercely loyal. Meaning as long as you convince them that you’re making their lives easier, they are going to stick with your hotel and prefer your hotel over others. The other thing about catering for this generation is that easy accommodations are very important for them. To make sure their guest experience is not compromised, you have to have a good accessibility strategy and that your hotel has the appropriate tools to provide a safe space for your guests. On top of that, your team might need special training to deliver the utmost careful guest service. 

Hospitality tips: 

• Equip rooms with easy-to-use devices such as simple remote controls, in-room tablets with large icons for room service, and lighting controls.
• Ensure your staff is trained to patiently assist older guests with technology.
• Remove device clutter from the rooms and combine in-room tech in an all-in-one device. 
• Make sure you automate your processes efficiently to free up your staff’s time for more meaningful interactions. 

Baby Boomers (Born 1946-1964)

This generation of guests makes up a huge spending power for the tourism industry. Generally having more annual income, baby boomers spend a big chunk of their capital on travelling since, similar to the silent generation, most of them are enjoying their retirement. They prefer leisure travel, including luxury cruises, historical tours, and resort stays, and, with that amount of spending power, they are also willing to spend more for a luxurious and top-notch guest experience. 

Despite popular belief, baby boomers are increasingly involved in technology, particularly social media. A security.org survey finds that 83.9% of boomers think social media improves their life satisfaction. This increasing technology use is not limited to social media, though. They are growing more and more open to digitalization and are willing to reduce face-to-face introductions if it means they can reduce waiting times and human errors. 

Hospitality tips:

• Provide curated suggestions for local activities, dining options, and wellness services on the tablet. Highlight historical tours, spa treatments, and leisure activities that cater to their interests.
• Showcase any loyalty program benefits or personalized offers directly on the tablet screen. Make it easy for your guests to enrol in loyalty programs or redeem exclusive deals with a few taps.
• Optimize your processes efficiently with hotel tech to free up your staff’s time for more face-to-face interactions.

Generation X (Born 1965-1980)

What is most significant for Gen X is that they are the first generation who had access to home computers when they were relatively young. They might remember a time when computers and the internet did not steer consumer behaviour, but they still had a lot of time to incorporate it into their lives. So naturally, compared to previous generations, they have the highest internet literacy when it comes to researching for any services they will require, including accomodation. This generation values reviews and recommendations from trusted sources. And although Gen Xers appreciate technology, they expect it to be user-friendly and reliable. 

The last thing to consider for this generation is that most of the members have kids, and their travel experiences are shaped with this fact in mind. So, it is important to keep in mind that while catering for their unique preferences, you might want to make sure you offer services that can be appreciated by a busy parent.

Hospitality tips:

• Encourage guest reviews and showcase positive testimonials to build trust. Offer instant feedback from in-room tablets to ensure reliability. 
• Offer kid-friendly activities in your hotel and include a daycare space for families with younger kids. 
• Provide efficient and seamless check-in/check-out processes. 
• Offer a mix of business and leisure amenities, such as fast Wi-Fi, workspaces, and recreational activities.

Millennials (Born 1981-1996)

One of the most famous generations, Millennials, who are well into adulthood now, control an estimated $6 trillion in global spending power. This makes them a highly influential demographic and a highly attractive target audience. They make up most of the workforce and their travel habits are considerably directed by business-leisure travel. They are environmentally conscious, prefer sustainable travel options, and value experiences over material possessions. They are also highly independent and personalized services can be a good way to stand out when it comes to their decision-making processes. 

Although not the first generation to encounter the internet, Millennials are the first for whom it has fundamentally shaped their lifestyles, making WiFi access an essential part of daily life. They are not only tech-savvy but also deeply integrated into the digital world. As they are used to next-day delivery and quick meal orders via mobile devices, waiting is not ideal. They are also highly influenced by social media presence and plan their travels for destinations that have high ‘sharable’ qualities. 

Apart from efficiency, Millennials are one of the most value-driven generations and they are willing to be loyal to brands who support their worldview. Sustainability and inclusion are generally very important to them, and they are keen to make their decisions based on these values. Lastly, Millennials have started having families, and compared to other generations, they are more independent when it comes to travelling; they travel with their toddlers and appreciate me-time more. So, providing a safe space for their young families while offering comfort to parents would be a good addition to your guest experience.

Hospitality tips:

• Ensure all your services are mobile-friendly and accessible on the go. This includes making booking options and detailed information about your hotel and its amenities available through mobile platforms like apps.
• Millennials also are interested in trying out new technologies, like chatbots. Make sure you integrate new technologies like AI into your hotel tech and services to appeal to them. 
• Leverage technology to enhance the guest experience, such as mobile check-in, keyless entry, and app-based services.
• Promote sustainable practices, like offering them to skip room cleaning, and eco-friendly amenities.
• Offer kid-friendly activities and daycare spaces to cater for busy parents.

Gen Z (Born 1997-2012)

Although similar in some aspects to Millenials, Gen Z has been coming up to be a very unique demographic with important global events like the Covid19 Pandemic shaping their upbringing. Although they are now starting to reach adulthood, Gen Z makes up about 30% of the world population today and is also expected to account for 27% of the workforce by 2025. Despite their young age, Gen Z’s global purchasing power is $450 billion and is expected to grow as they grow in age. 

Generation Z is the most digitally native and socially connected generation. They are the most active group to shape cultural and social trends created by social media and they are highly influenced by online reviews, influencers, and social media trends when making decisions. Gen Z’s attention span has been a topic of conversation by media for a couple of years now, and we believe it is safe to say that the already short attention span can even get shorter with time. They are the most technologically involved generation by a great margin and traditional means of operation like paper guest directories or newspaper advertisements are concepts that are very far from their own everyday experiences. From pre-stay to post-stay, Gen Z tends to prefer digital over in-person interactions. 

Gen Z also prefers immersive and interactive experiences, often seeking out destinations that offer unique and shareable moments. They rely heavily on smartphones for travel planning, navigation, and communication. Infamously dubbed the ‘snowflake generation,’ Gen Z generally believes everyone is unique, and a one-size-fits-all approach is surely not the best way to attract their attention. 

Gen Z is ultimately the generation with the most internet literacy, and they are more informed about other countries because of the wide availability of international media. Whether it's their short attention span or heightened awareness, Gen Z is a pivotal generation for the future of travel, making trends like customization and digitalization not just shiny buzzwords but essential elements.

Hospitality tips:

• Provide contactless check-out and no-call ordering options. 
• Ensure a strong online presence and engage with guests through social media platforms.
• Offer customizable packages and experiences that cater to individual preferences and interests. 
• Make sure that your guest experience reflects ethical values like eco-friendly hospitality and inclusivity and put sustainable initiatives in place to better the environment. 
• Offer vegan/vegetarian gastronomical experiences that will diversify options for your guests.

Conclusion

Understanding and catering to the distinct preferences and behaviours of different generational guests is essential for success in the hospitality industry. By recognizing the unique characteristics of each generation, hoteliers can create tailored experiences that enhance guest satisfaction and loyalty. After all, it is safe to say that embracing technology, personalization, and sustainability will be key to meeting the evolving expectations of today's diverse travellers. Additionally, hotels should consider their positioning strategy, deciding whether to cater to all needs or focus on a specific audience. Considering generation as a positioning factor could be one effective approach to have a clear game plan amidst the competition.

_{Published on 27 June 2024}