How does each generation travel?
Each generation travels differently. A baby boomer 's trip is nothing like a millennial 's or a Gen Z's . Each has its own specific expectations of hotels. If the terms "millennial" and "Gen Z" are unfamiliar to you, this article is for you.
We will explore the differences between these generations and see how you, as hoteliers, can better understand their needs. The goal: to understand how each generation travels, but above all, how to adapt your customer experience and encourage their loyalty.
Baby Boomers (1946–1964)
Origin of the name
The term comes from the "baby boom ," the sharp increase in births after World War II. Demographers and sociologists observed this phenomenon, and the name stuck because it is simple, literal, and easy to understand.
Characteristics
They prioritize classic comfort , human service, and an uncomplicated experience.
Hotel behavior
They readily book through a travel agency or directly on the hotel's official website. They can be very loyal once they find a brand or chain that suits them.
How to attract them
Focus on comfort, impeccable cleanliness, and attentive service. A little something extra can make all the difference, like a movie night with films from their youth or activities tailored to their age group.
Generation X (1965–1980)
Origin of the name
The term was popularized by Canadian writer Douglas Coupland with his novel Generation X in 1991. It had already been used before by some sociologists to refer to a generation without a clear identity following the baby boomers. The X evokes something unknown or vague.
Characteristics
It's a generation caught between two worlds , blending tradition and modernity.
Hotel behavior
They book online but appreciate telephone contact if needed. They are receptive to loyalty programs and offers with good value for money.
How to attract them
They want efficiency and time savings . Adapt your services depending on whether they are on a business or leisure trip. This should be evident from the first contact with your hotel , whether verbally, on your website, or on social media.
Millennials (1981–1996)
Origin of the name
The term was coined by William Strauss and Neil Howe . They observed that these children would become adults around the year 2000, the millennium . The name was widely adopted by the media and became more prominent than "Generation Y".
Characteristics
They grew up with the arrival of computers and the internet. They are the first digital natives.
Hotel behavior
They use OTAs, comparison sites, and mobile apps to plan their holidays. They readily leave online reviews, especially if they have a bad experience. They seek unique experiences , not just the usual tourist attractions.
How to attract them
As a hotelier, to attract them, you need to offer fast Wi-Fi , a more digital experience with simple check-in and check-out, and above all, personalization . They want to feel like they're the most important.
Generation Z (1997–2012)
Origin of the name
The Z simply comes after X and Y. The term appeared in a 1994 Ad Age article to refer to the generation following millennials. Other names were proposed, such as iGeneration or Gen Tech, but Gen Z stuck because it is simple and convenient for the media.
Characteristics
This is the generation that is beginning to enter the workforce. They already have purchasing power and are extremely connected.
Hotel behavior
They use TikTok, Instagram, and social media to find travel inspiration. They also use AI, including ChatGPT, to plan their trips. This generation is a heavy user of Airbnb. They want a highly digital experience with as little human contact as possible. This generation travels differently; they book directly via smartphone. They quickly identify AI-generated content and are drawn to authenticity , sustainability , and social experiences.
How to attract them
The experience must be as seamless and contactless as possible with advance or contactless payment, mobile key, real-time personalization, clear CSR commitment from the hotel, visible but simple technology and preferences collected and applied before arrival.
Generation Alpha (from 2013 onwards)
Origin of the name
The name was proposed by Australian researcher Mark McCrindle . After X, Y, and Z, he chose to start from scratch with the Greek alphabet. Alpha sounds modern, futuristic, and works well internationally.
Characteristics
Unlike previous generations, they do not yet book hotel nights themselves, but they travel with their parents and influence their choices.
Hotel behavior
Their needs at the hotel are related to those of their Generation X, Y or early Z parents, but they need services tailored to families.
How to attract them
This generation still travels with their parents. To attract families with Generation Alpha children, it is helpful to offer childcare, a play area, family-only swimming pool hours, children's portion meals, or adapted menus.
Conclusion
Each generation travels differently. As a hotelier, you can't please everyone. It's more effective to choose one or two generations to target as a priority.
A baby boomer does not have the same expectations as a Gen Z. On the other hand, millennial parents will often align their choices with the needs of their children from Generation Alpha.
The key to successfully juggling all of this: flexible and integrated PMS and POS tools to personalize the experience, digitize interactions and simplify management.
Medialog supports hoteliers in this adaptation, from digital check-in to personalized customer follow-up, from PMS to CRM and payment. Everything with Medialog.
