The leisure hospitality industry is constantly morphing and changing, one that must keep up with each generation's unique needs. For the Millennial generation, the move to smart technology and enhanced efficiency was critical to keeping travelers happy and their needs met. Now, the next generation, Gen Z, is poised to become some of the most frequent travelers, and the hospitality industry must be able to meet their needs.
Consider how the hospitality and leisure sector can meet the unique needs of this new generation of potential guests.
Who is Gen Z?
Gen Z is the generation born between 1996 and 2010, right after Millennials. It is the second youngest generation in existence today, with Gen Alpha just being born. Look deeper to consider who Gen Z is as your customer.
- Gen Z knows nothing more than a digital world.
- Their financial landscape is changing, and their futures are somewhat uncertain.
- They navigated COVID-19 and still value safe environments.
- They are known for their idealism, which means they are inclusive consumers, and socially progressive dreamers.
- They appreciate green products and sustainable practices more than previous generations before them.
- Gen Z, especially in the United Arab Emirates and the wider Middle East, is a generation that seeks to engage in meaningful activities and personal development.
Key Factors Influencing Gen Z’s Travel Preferences
As you consider leisure hospitality design, consider what features and factors matter most to Gen Z. With insight into what is important to this generation, consider the following factors that influence their travel needs and objectives.
- Gen Z wants to travel, but not to just the traditional destinations. Some seek farther destinations or unique locations beyond the traditional tourism spots. They want more authentic experiences.
- This generation is eco-conscious, even when traveling. Gen Z focuses on options and experiences that preserve the planet. While they still enjoy engaging adventures, they want to do so in a sustainable manner. They are more likely to choose an eco-friendly destination or activity than one that is not. They want the “carbon neutral” travel package.
- Experience is important. This generation is less consumer-driven and more impact-driven. They want to have fun and explore the world but to do so in a vibrant and more experiential role. They are less likely to be satisfied with standard tour guides and instead expect activities that embrace the community and culture.
Gen Z wants an experience, whether they are heading on a workcation to gain skills while they explore a new location or having fun with pop-culture-influenced tourism. They, like their previous generation, crave destinations that are Instagram-worthy and certainly want to be able to share their adventures easily.
How Gen Z Is Shaping Hospitality Design
When looking at the factors that make Gen Z unique, consider how this plays a role in the design within the modern hospitality and leisure sector.
Enhanced Eco-Tourism
Provide opportunities for eco-tourism. This includes designing buildings and experiences that preserve the natural well-being of the environment. Some organizations are building entire packages around eco-tourism, such as Intrepid Travel, which offers custom tours of various destinations, including carbon-neutral tourism.
Build Experiential Experiences
Lodging options within the leisure hospitality industry must meet the specific needs of this generation. They need and expect a seamless digital experience while traveling. Yet, they also benefit from a few additional components within hotel design:
- Live-work-play concepts often collide. Hotels must account for the smart features and digital connectivity that this generation expects.
- Recreational activities on site are also valuable. While Millennials favored services such as fitness centers, Gen Z may benefit from artistic workshops and culturally-specific dining experiences.
- Incorporate local culture into the design of the space. This includes creating a cultural exchange within open and shared areas, such as displays of the community’s history or social opportunities for guests to learn about the cuisine of the region.
Gen Z is still young and exploring. As they start to explore the greater Middle East area, Europe, Asia, and the Americas, expect them to desire more authentic experiences that are still selfie-approved.
Challenges and Opportunities for the Hospitality Industry in the UAE and Beyond
Quite challenging for the hospitality and leisure sector is the balance between the modernization of communities to reduce the impact on the local community and meeting the uniqueness of the community. In some regions, especially tourism destinations around the world, the “way of doing things” has been the least sustainable and environmentally friendly. One example of this is the implication of tourism-based activities on local ecosystems.
Modernization has long been the desired option for many areas of the UAE, yet revitalizing and removing history is exactly what could turn this generation away. That means that designers and architects must find a way to preserve culture, protect the environment, and still meet the demands of a digital industry.
How Leisure Hospitality Designers Can Meet Gen Z Demands
It is quite an exciting time for the hospitality industry as they work to expand to meet a new generation’s needs. To ensure the best possible outcome, consider some of the most important areas for designers to focus on to improve outcomes:
- Put digital and seamless experiences at the forefront of every modern upgrade. Technology is an expectation for this generation.
- Create social media and influencer engagement opportunities, including beautiful views and memorable art displays within spaces.
- Build with sustainability in mind and then educate travelers about the steps taken. This could include the design of ethical practices used as well as material or power selection.
Source materials locally. Work closely with the community to create a cohesive experience that is authentic to the region. Embrace personalization and customization of experiences as well.
Master the Needs of Gen Z with Our Help
Leisure hospitality will thrive under the eye of Gen Z, a group that enjoys authentic experiences and global travel. Yet, to make your destination truly a memorable and deserved location to visit, you need to work with a consultancy firm that can create something unique.
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