Once, the year 2000 seemed like the distant future. Now, Generation Z are about to become the future of travel. According to a report published by Skift, it’s important to prepare for the rise of this post-millennial demographic, projected to constitute third of global spending power by 2035. Cracking the code of Gen Z's enduring traits isn't just a box to tick; it's the golden ticket to future success for hospitality brands.

In the 21^st century, life never stops. With Gen Zers, stress and anxiety levels remain high, and burnout is on the rise. In fact, nearly half of Gen Zers in a 2023 Deloitte survey say they feel stressed or anxious at work all or most of the time. The need therefore to rest and recharge is tangible. Personal wellness is vital – as is an increased focus on a good night’s sleep while travelling... whether for business or leisure.

In an increasingly fast-paced world however, Generation Zs aren’t getting enough ZZZs. But that doesn’t mean they aren’t aware of the importance of a good bedtime routine. A survey from One Poll has found that 43% are most likely to shorten their morning routines in favour of getting through a night-time to-do list, from reading, putting on a sleep mask or listening to music to help relax them.

And Gen Zers really care about self-care. According to American Express 2023 Global Travel Trends Report, 73% of respondents said they planned holidays and leisure trips to improve their mental, physical and emotional health.

For the 22-25 age group, many have graduated from university and started earning properly for the first time, so they are keen for new experiences without breaking the bank.* That sense of discovery is vital... particularly getting there before anyone else. New experiences and adventures drive them, as does being part of a community of their peers who are active in exploring, learning and uncovering what’s new.

For this generation, the ‘serious stuff’ of starting a family or purchasing a home can wait. Gen Zers are nothing if not true to themselves, celebrating their unique and individual lifestyle of owning less and experiencing more.

*Source: Kokoro qualitative research for Premier Inn, 2023

With Gen Zers increasingly shaping the needs of the working traveller, this generation doesn’t only want their hotel to feel good... but to do good too. In a recent survey of 500 travel bookers and 1,000 travel stayers conducted by Premier Inn, 92% said it was important for their company to work with environmentally responsible companies for business travel.

Of course, not all of those respondents were Gen Z. But the fact remains, that as the eco-conscious generation making up at least 20% of the workforce, Gen Zers’ environmentally conscious preferences should be taken on board.

Social media may be their playground, but Gen Zers’ interactions diverge from previous generations.

In the report from Skift, Margaux Constantin, a partner in McKinsey's travel, logistics and infrastructure practice, observes: "Millennials are all about image on social media, which is very much a one-way street. With Gen Z, what we're seeing is they've been a little bit overexposed to this one-way social media communication. So they're much more about dialogue."

By promptly responding to comments and reviews, creating polls, conducting Q&A sessions, and leveraging user-generated content, hospitality brands can foster real, two-way conversations with Gen Z.

In the Skift report, Fred Lalonde, co-founder and CEO of Hopper, an online travel agency popular among Gen Z customers, emphasises the distinctiveness of Gen Z by stating, "Everything you think you know about millennials? Concentrate it tenfold, and you get Gen Z." Lalonde adds that the millennial-to-Gen-Z transition represents a significant shift, describing the next generation as detached from many old habits.

Another trait likely to define Gen Zers, even as they get older, is a desire for community. Particularly when you consider that, according to research released by the UK charity Eden Project Communities, Gen Z are now the loneliest generation.

And, at Premier Inn, we are so much more than just a hotel or place to rest your head. Being a force for good is at the heart of everything we do. From opening our first all-electric hotel and donating surplus food to those in need, to supporting world-leading care for children at Great Ormond Street Hospital.

Rest easy and make your next business trip more productive than ever. To find out more about our hotels, locations and our business tools, please visit premierinn.com/business.

April 2024