Smart Hotel Brands Are Already Thinking About Generation Z
Skift Take
Even though most of Generation Z is still in school, smart hospitality brands are already marketing to this highly influential group of future hotel guests to generate loyalty.
In an increasingly competitive hospitality space, it pays to be well ahead of the game when it comes to cultivating loyal customers—even if some of them might still in the womb.
While the U.S. lodging industry is focused heavily on catering to millennials with more personalized and customized experiences for loyalty guests, as well as spending an estimated $6.4 billion in 2015 on capital expenditures to improve amenities and services like tech upgrades, better Wi-Fi connectivity, and new food concepts, they should be thinking about generation Z, too.
Members of generation Z, generally defined as those born after 1995, share some characteristics as their millennial counterparts, but they are not the same. Members of this generation are true digital natives, and they are often described as being more pragmatic, more cautious, more money-conscious, and more globally minded than their predecessors.
The eldest members of generation Z are now in their sophomore year of college. Wh
