Over the years, I’ve seen a lot of change in the hospitality industry—from how we build and manage hotels to how we connect with guests. But one of the biggest shifts happening right now is generational. Gen Z, those born roughly between 1997 and 2012, are quickly becoming a major force in travel. And as hotel owners and operators, we have to pay close attention to what this group wants—because it’s very different from the generations before them.
At K&K Hotel Group, we’ve always built our approach around the motto: People | Process | Product. To succeed with Gen Z travelers, that same formula applies—but we have to adjust each piece for the unique mindset and expectations of this new generation.
Understanding Gen Z
Let’s start with who Gen Z is. This is the first generation that grew up entirely in the digital age. They don’t remember a world without smartphones, social media, or instant access to information. They’re more connected, more values-driven, and more focused on experiences than possessions.
That means their expectations when they travel are different. They want speed, personalization, and authenticity. They care about sustainability, mental health, and social impact. They’re less impressed by luxury and more drawn to meaningful connections and shareable moments.
Tech-First Service Is Non-Negotiable
If you’re not embracing technology, you’re going to lose Gen Z. They don’t just prefer tech—they expect it. Online booking has to be seamless. Check-in should be fast and, ideally, mobile. Room controls, like lighting and temperature, should be app-based or voice-activated when possible.
At K&K, we’re investing in smart operational systems that make the guest experience smoother. Whether it’s mobile keys, digital concierge services, or contactless payment options, we’re working to meet Gen Z where they already live—on their phones.
But there’s a balance. While tech matters, this generation still values human connection. We make sure that our team is trained not just to be efficient, but to be genuine. A warm smile or helpful suggestion still goes a long way, especially when backed by the right tools.
Designing for Experience, Not Just Comfort
When it comes to hotel design, Gen Z doesn’t want traditional or cookie-cutter. They want something with personality. Unique decor, creative common spaces, and local flavor matter more to them than thread count or ornate chandeliers.
That’s why we’re rethinking how we build and renovate properties. Lobbies that double as social hubs, Instagram-worthy art installations, and co-working spaces that feel like a cool café all appeal to younger travelers. They’re not just looking for a place to sleep—they want a place to hang out, work, and connect.
We also focus on local partnerships—whether it’s serving coffee from a nearby roaster or highlighting local artists in our design. That local touch helps make the stay feel more authentic, which is exactly what Gen Z wants.
Sustainability Is a Business Imperative
Gen Z cares deeply about the environment. They’re far more likely to support brands that are transparent about their sustainability practices. That’s not a trend—it’s a core value.
At K&K Hotel Group, we’ve started adopting more eco-conscious practices, like energy-efficient lighting, smart thermostats, bulk bathroom amenities to reduce plastic waste, and water-saving technologies. But it’s not just about having these features—it’s about communicating them.
We include information about our sustainability efforts in our marketing, on our websites, and even in-room. Gen Z travelers notice, and it makes a difference when they’re deciding where to stay.
Marketing in the Digital Age
Reaching Gen Z takes a completely different approach than past generations. Traditional advertising doesn’t work. What does work? Influencer partnerships, user-generated content, and real stories shared on platforms like TikTok and Instagram.
We’ve had success partnering with micro-influencers who travel through the regions where our hotels are located. They provide authentic content that resonates with their audience and helps drive awareness and bookings in a more natural way.
Also, reviews matter—big time. Gen Z reads them, trusts them, and writes them. That’s why we invest so much in service training and follow-up. A great review isn’t just good feedback; it’s part of your marketing engine.
Flexibility Is Key
Another important thing to understand about Gen Z is that they value flexibility. Whether it’s cancelation policies, late check-out, or the ability to customize their stay, they don’t want to feel boxed in.
We’re working to make our systems more flexible and responsive, giving guests more control over their experience. The more we empower them to shape their own stay, the more likely they are to return.
Final Thoughts
Catering to Gen Z is not just about keeping up—it’s about staying ahead. This generation is shaping the future of travel, and the hospitality industry has to evolve with them.
For us at K&K Hotel Group, it’s a challenge we welcome. We’ve built our company on being detail-oriented, people-driven, and committed to innovation. That approach is perfectly suited to meeting Gen Z where they are—and growing with them into the future.
Because at the end of the day, whether it’s Boomers, Millennials, or Gen Z, hospitality is still about making people feel welcome. It’s just that now, how we do that is changing—and that’s exciting.