Gen Z travel trends: What small hotels need to know

What is Gen Z?

Gen Z is the generation born between the mid-to-late 1990s to the early 2010s (sometimes more specifically defined as 1997-2012). As the generation currently growing into adulthood, this generation represents a huge opportunity for hotels looking to earn more bookings and generate more revenue.

As digital natives, Gen Z demonstrates distinct behavioral patterns including lower alcohol consumption, fewer teenage pregnancies, and heightened focus on education and career. With over half of Gen Z now adults and the cohort continuing to grow, understanding their travel preferences has become essential for hotels seeking sustainable business growth.

This guide explores Gen Z’s travel needs, preferences, and the defining trends shaping their journeys.

Why should hotels pay attention to Gen Z travel trends? 

Hotels should prioritise Gen Z travel trends because this demographic represents both immediate revenue and long-term market dominance as the largest generation in history with 2 billion members. Gen Z travellers spend more annually on travel than any other generation ($11,766 on average), actively seek authentic experiences that favour independent properties over chains, and set digital expectations that will define hospitality standards for decades to come.

Digital behaviour sets Gen Z apart. Their travel decisions are heavily influenced by social media platforms like TikTok and Instagram, and they expect seamless digital guest experiences from online booking through contactless check-in. Independent hotels are particularly well-positioned to capture this market, as Gen Z actively seeks unique, authentic, and immersive experiences that large chains often struggle to deliver.

Sustainability isn’t optional—it’s a booking requirement. Gen Z travellers actively select accommodation demonstrating genuine eco-friendly practices like recycling, renewable energy, and local ecosystem renewal initiatives. Health and wellness, adventure, and cultural immersion further define their travel priorities.

For independent hotels, adapting to these preferences captures Gen Z’s growing market share while future-proofing your property for the next decades of travel expectations.

Key takeaways

• Gen Z spends more on annual travel than any generation, and prioritises meaningful experiences.
• They demand seamless, digital-first booking and guest experience.
• Sustainability, wellness, adventure and culture strongly influence Gen Z’s travel and accommodation choices.

What are the top Gen Z travel trends in 2025?

As the first generation to grow up fully immersed in digital technology, Gen Z navigates every step of their travel journey online, preferably from mobile devices. They prioritise authentic experiences while leveraging social platforms for inspiration, booking, and sharing their travels.

Key Gen Z travel trends in 2025 include:

• Searching and sharing on socials: 84% of Gen Z travellers use social media for travel inspiration and share experiences online.
• The influence of influencers: 45% of Gen Zers trust travel recommendations made by influencers, highlighting the importance of including these taste-makers in your hotel’s marketing mix.
• Leaving it til the last minute: Younger travellers are 30% more likely to make spontaneous bookings (less than two weeks out).
• Exploring more: 48% of Gen Z international travellers report having visited multiple countries on their last trip.
• A sense of adventure: 68% of Gen Z travellers prefer adventure-based vacations, such as hiking, scuba diving, cycling and deep cultural immersion.
• Serious about sustainability: 56% of Gen Z travellers prioritise sustainable travel – the largest percentage of any generation.
• A seamless digital experience: Gen Zers look for digital-first communications, a smooth online booking experience, flexible check-in, and real-time responses to their questions via chat.

Key takeaways

• Gen Z relies heavily on social media and influencers for travel inspiration and choices.
• They prioritise sustainability, authentic cultural immersion, and adventure-based travel experiences.
• Gen Z expects seamless digital-first interactions, from booking to check-in to guest support.

How can small hotels attract Gen Z travellers? 

Attracting more Gen Z travellers should be a priority for all small independent hotels because:

• The size of the Gen Z travel market is growing every single day, presenting a steady stream of new guests for your hotel to target.
• As Gen Z travellers are fans of unique and authentic experiences, independent hotels are far better placed to attract them than hotel chains.
• Gen Z are, somewhat surprisingly, the biggest spending generation, spending an average of over $11,000 for travel every year.

How exactly does your hotel secure more of this generation’s business? Here are a few ways in which you can align your hotel offerings with Gen Z travel trends.

Mobile convenience

Gen Z expects every step of their travel journey to be mobile-friendly: research, booking, payment, check-in, check-out and post-stay communication. They much prefer apps, mobile sites and contactless technology to desktop or traditional front-desk processes.

Your small, independent hotel can win Gen Z loyalty by offering a seamless digital experience through social media marketing, mobile-optimised booking sites, digital keys, online check-in and instant chat support.

Authentic & shareable experiences

This generation values experiences they can’t find at large hotel chains. Focus on creating unique, localised offerings: cooking classes with regional produce, culturally immersive experiences, trips to secret spots away from the tourist throng.

When you show Gen Z your destination from a more authentic and local perspective, you give them a unique and genuine experience while also serving up plenty of potential content to share on their socials.

Leverage social media 

Social media is where Gen Z discovers new travel spots, so your hotel must maintain an active social presence. Invest in high-quality, authentic content that highlights the elements of your property that Gen Z will find alluring, and that directs potential guests to use your direct booking channels, to avoid the 15-25% booking commission fees charged by OTAs.

Gen Z has deep trust in the online personalities they follow, whose tips and advice often serve as inspiration for their own adventures. This makes influencer collaborations a particularly powerful tool. Small, independent hotels should search for micro-influencers who have niche but highly engaged audiences, and who might be happy to promote your property in return for something as simple and low cost as a free stay.

User-generated content (UGC) is another critical consideration, as it can get your guests doing your marketing for you. Encourage UGC by creating shareable moments, and offering incentives to guests who post online and tag your hotel, like a free drink at the bar.

Highlight values & perks

Gen Z is very aware of and cares deeply about sustainability, inclusivity and social responsibility. Showcase the brand values, eco-friendly practices and community initiatives that your hotel subscribes to.

Beyond demonstrating responsible practices, you should work to enhance the guest experience in more personal, tangible ways. From basics like fast and reliable WiFi, to luxuries like complimentary group yoga, you should highlight the perks that they can expect from their stay.

Key takeaways

• Gen Z are digital natives who look for mobile-first convenience and seamless online experiences.
• Independent hotels can stand out with authentic, localised and highly shareable guest experiences.
• Gen Z can spend big, but in return they want their values to align with their chosen hotel.

“My only regret about Little Hotelier is that I didn’t use it sooner. It blows my mind how powerful it is, it makes my life so much easier. Little Hotelier frees up my time so I actually can grow my business.”

Sean O’Neill,

Owner

Devereux Residences

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How can property management systems help capture Gen Z bookings?

Property management systems (PMS) help small hotels capture Gen Z bookings by streamlining the digital journey from discovery to check-out, allowing Gen Z to navigate the entire process on a phone, their preferred tool.

A quality PMS enables small, independent hotels to offer direct booking capabilities that allow Gen Z guests to book direct (which helps both the hotel and guest to sidestep OTA commission fees). Other key features include contactless check-in, instant guest communication, and allowing a guest to pay however they choose.

A modern PMS will offer mobile-optimisation on the hotel side too, allowing hoteliers to manage their businesses and their guests via an app. Beyond convenience, a quality PMS will offer data insights that help your hotel personalise offers, will help you upsell services like local experiences, and will help you build loyalty with tailored communications.

In short, a PMS modernises operations and allows you to meet the precise preferences of Gen Z, helping your independent hotel win more bookings from this increasingly influential demographic.

And this is particularly the case when you choose a PMS built specifically for small, independent hotels, like Little Hotelier.

Frequently asked questions about Gen Z travel trends

Where does Gen Z go on holiday?

For the most part Gen Z travellers look to avoid tourist traps, instead seeking a mix of adventure, cultural immersion and unique experiences. They are more likely than other generations to visit multiple countries on a single trip, often choosing destinations they’ve discovered on TikTok or Instagram.

What do Gen Z travellers expect from small hotels?

Gen Z expects seamless mobile convenience through searching, booking, payment, check-in and hotel comms. They also want authentic, localised experiences that feel unique compared to large hotel chains, along with sustainable practices that reflect their values.

What is the travel style of Gen Z?

Gen Z’s travel style is digital-first, experience-driven and socially influenced. They book spontaneously, spend heavily on immersive experiences, and share their journeys online. Authenticity and personalisation are key to winning their loyalty.