How to Spot a Gen Z-Friendly Hotel

December 3, 2024

Ying’nFlo by Langham Hospitality Group

From lobbies and public spaces to F&B and guest rooms, hotels are retooling to attract Gen Z travelers. Here are some of the Gen Z-friendly hotel trends to be on the lookout for.

Just as meeting and event organizers are tweaking their programs to be more attractive to the newest generation in the workforce, hotels also are creating environments designed to cater to Gen Z’s preferences for social interaction, digital connectivity, unique experiences and budget-friendly lodging.

So what makes a hotel Gen Z-friendly? Look for multi-functional public spaces that can transition easily from coffee to cocktails (or mocktails), game rooms and arcades, digital registration, locally sourced furniture and décor that reflects the community, water features that can provide both ambiance and a way to muffle background noise, and high-altitude gathering spots, such as rooftop bars and exclusive penthouse lounges.

Some are incorporating vintage furniture with a lived-in feel, while others are using quirky, tech-focused décor. Many are bringing in natural light and city vistas with floor-to-ceiling windows and implementing colorful, upbeat designs throughout their public spaces. Free Wi-Fi throughout the public spaces and guest rooms also are a plus for properties looking to attract Gen Z travelers. Gen Z travelers also tend to like colorful, bold statement décor pieces, eye-catching backgrounds and local art to pose against for those Instagrammable moments, as well as good lighting to help make those pics pop.

Guest rooms — sometimes called bedrooms — also are making some Gen Z-friendly updates. Some properties are designing smaller, more efficiently laid-out rooms and leaving closets doorless to make it easier to see what’s inside — or even replacing closets with hooks and pegs on the walls where people can hang their stuff in plain sight. In-room exercise equipment such as yoga mats and free weights also are a Gen Z-friendly touch. Some are making rooms feel homier with lounge areas and kitchenettes, and many are providing voice-controlled tech assistants and IoT devices for room service ordering. Keyless entry systems and dedicated apps for in-room lighting, TVs and air conditioning also are coming into vogue.

You also may see more hotels offering equipment both high-tech — think GoPro cameras and e-bikes — and old school, such as Polaroid cameras, for retro-loving young travelers.

Gen Z travelers also want lots of choice when it comes to munchies, so hotels are adding multiple food and beverage outlets in every budget range, many of which may provide local cuisine and “Instagrammable” dishes. Healthy and organic foods also are a Gen Z thing, so many properties are including health-conscious menus in their restaurant options, as well as eco-friendly, locally and ethically sourced ingredients. Others are partnering with local restaurants to make it easy to get deliveries to the hotel, while others are offering “grab and go” cafes that provide flexible, all-day options, as well as incorporating app-based ordering and contactless payment options.

Where can you see some of these features in action? Some new brands have been launched specifically to cater to Gen Z travelers, including Ying’nFlo by Langham Hospitality Group. These properties, first launched in 2022 in Hong Kong, include a smartphone app for room controls and services, flexible, multi-functional spaces, Insta-friendly décor, and bike share services and retro table games.

Moxy by Marriott is another Gen Z-focused brand. It offers a stylish, industrial design, sociable service, and check-in at the bar. Tru by Hilton launched in 2016 with compact (228 square-foot) rooms with platform beds and “landing zones” for luggage instead of bureaus. Other brands targeting Millennials and Gen Z include Canopy by Hilton, Tempo by Hilton, Curio Collection by Hilton, Aloft by Marriott and Even Hotels by IHG.