| According to Business Insider, there are seven factors that matter to Gen Z when traveling: Sustainability, individuality, comfort, digital connectivity, experiences, flexibility, and cost consciousness. While packaged tours and other traditional vacation models dominated previous generations, Gen Z is looking for customizable trips that match its identity and offer unique experiences. They also expect a high level of digital integration, from mobile apps for booking to seamless Wi-Fi in hotels.
A study by Stern magazine shows that while Gen Z often travels on a limited budget, they are not willing to compromise on comfort. For them, luxury is not defined by ostentation and abundance, but by high quality, special experiences, and sustainable concepts, for which they are willing to spend more. They also value experiences over material things. Many Gen Z travelers value adventure travel, nature experiences, and activities beyond the classic beach vacation. Backpacking and sustainable retreats, for example, are particularly popular. Wellness and health trips are also on the rise, especially when combined with sustainable offerings. Gen Z also has the highest percentage of vegetarians and vegans of any previous generation, making sustainable and plant-based food concepts in hotels a key consideration. |
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Sustainability as a Critical Factor
Another defining characteristic of Gen Z is their ingrained environmental consciousness. They want all aspects of their travel to be as eco-friendly as possible. This is reflected in a preference for sustainable accommodations, vegan or vegetarian food options, green transportation, and climate-conscious activities. According to the Simon-Kucher study, 87% of Gen Z travelers are willing to pay more for sustainable options if they can make a positive contribution.
Transparency is also important. Young travelers want to know exactly how sustainable a hotel or travel option truly is. Gen Z is quick to spot and reject greenwashing. Instead, they prefer companies that take their environmental and social responsibilities seriously. Above all, Gen Z seeks meaningfulness and chooses travel options that align with their values. |
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How Green Pearls® Accommodations Perceive Gen Z Guests
Many of the Green Pearls® hotels have examined Generation Z’s values of sustainability, individuality, and digital connectivity – and share them. Organic products, local ingredients, renewable energies, and a commitment to sustainability already play a central role in the network’s hotels and resorts, especially in the culinary sector, where dietary approaches such as veganism and farm-to-table have long been established. At the same time, there is a focus on personalized and authentic experiences, whether through cooking classes, sustainable outdoor adventures, or meeting the local community. Digital solutions such as contactless check-in/check-out and smart technologies are also becoming increasingly important in Green Pearls® hotels. |
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| The SCHWARZWALD PANORAMA in Bad Herrenalb, Germany, for example, describes this generation as open, direct, and environmentally conscious. However, despite the hotel’s sustainable business philosophy, most of its guests currently belong to an older generation. To appeal to the target group, the hotel is increasingly focusing on sustainable events and retreats that appeal to the values of the younger generation and are in line with their value compass. |
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| Gen Z guests account for seven percent of all bookings at Lifestylehotel SAND, which sees great potential in this target group. The young travelers appreciate the stylish, fair, and inspiring „SANDspirit” at Timmendorfer Strand on the Baltic Sea. To better reach Gen Z, the hotel plans to increase its social media presence, as this generation primarily uses Instagram, TikTok, and YouTube for information. In addition, the hotel offers flexible, sustainable packages tailored to the needs of young, environmentally conscious travelers. |
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| Hotel STURM in the Rhön region has seen a significant increase in bookings from guests in their mid-20s. Sustainability and high-quality culinary experiences play a central role here. The young guests appreciate the time spent in nature, organic products, vegan alternatives, and innovative gastronomic concepts. With an open kitchen in the restaurant, a large nature park with a snack garden, and a focus on high-quality and slow food, STURM offers exactly what this target group is looking for. |
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| Flexibility and workation opportunities are aspects that make OLM Nature Escape particularly attractive to young travelers. They appreciate the inspiring atmosphere for creative work in the natural landscape of South Tyrol, as well as a conscious diet with little meat and alcohol consumption. |
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| A family atmosphere and authentic experiences are especially important to some young travelers at Relais del Maro. They are described as curious, respectful, and open-minded. Direct communication and personalized offers are among the reasons why young visitors like to return to the small village in the mountains of Liguria. |
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| Unique architecture and an extensive wellness program in the heart of South Tyrol are increasingly attracting younger guests to the Hotel My Arbor. Although not their main target group, individuality, slowing down, and experiences close to nature appeal to young adults looking for a conscious break. |
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| More and more guests from Generation Z are discovering the Birkenhof***** Spa & Genussresort. The sustainable 5-star hotel is responding to this development with offerings specifically tailored to the needs of younger travelers. In addition to relaxation in the spa, the focus is on culinary experiences in the 2-star Eisvogel restaurant and the hotel restaurant. Further, the hotel impresses with its strong focus on renewable energies and is largely self-sufficient thanks to a wood gasifier and woodchip heating. Interested parties are welcome to take a look inside the „Energy Cube”. |
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| The natural location of the Hotel Weihrerhof and the consistent implementation of the environmental concept also attract a growing number of young guests. In addition to sustainable wellness and regional cuisine, it is the outdoor experiences on the Ritten in South Tyrol that perfectly match the lifestyle of Generation Z. |
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Tailored Offerings for a New Generation of Travelers
Therefore, to meet the expectations of Generation Z, hotels need to cater to their needs and create authentic experiences. A great example of this is the „Young Vegan Friends” package offered by Green Pearls® LA VIMEA Vegan Hotel in South Tyrol. Designed for young, eco-conscious travelers, this package combines sustainable accommodations with a vegan culinary concept and community experiences. In addition to plant-based gourmet half-board, the package includes relaxing spa services, outdoor activities, and the opportunity to explore South Tyrol in a climate-friendly way using public transportation.
With customized offers like this, hotels show that they take the values and wishes of the young generation seriously and specifically address their travel habits. |
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How the Travel Industry can Adapt to Gen Z
To sum up, one thing is certain: Generation Z is bringing a breath of fresh air to the travel industry and presenting hotels with new challenges. They demand not only true sustainability but also a high degree of flexibility and digitalization. To stay relevant and attract this new target group, hotels must adapt to the needs of these digital nomads, communicate their values transparently and honestly, and implement modern, sustainable concepts.
TikTok and Instagram are the primary sources of inspiration for Gen Z travelers, so a strong presence on these platforms is essential. Spontaneous bookings and flexible offers are in demand, as young travelers often plan on short notice. Although Gen Z is cost-conscious, they value unique, shareable experiences. Hotels should create „Instagrammable” spaces, host live events, and offer themed experiences to appeal to this audience. Personalization and authentic experiences are key to generating positive reviews and earning the loyalty of Gen Z.
Companies that understand and respect the values and aspirations of this generation will reap the long-term benefits of this new, aware, and demanding target group. |
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