Strategies to attract and retain Millennial and Gen Z travelers

The tourism sector is experiencing a generational shift, and Millennials and Generation Z are in charge. These younger travelers not only take more trips and spend more on each getaway, but also influence how others travel thanks to their digital presence. For you, hotelier, this is a golden opportunity: you are facing a profitable audience that increases your visibility.

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As we explained in our article on Tourism 2040, according to a Boston Consulting Group report *1, global leisure tourism will triple in value by 2040, from 5 to 15 trillion dollars. And much of that growth will come from younger generations, especially in emerging markets. The message is clear: adapt now or risk being left behind.

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*1.The $15 Trillion Opportunity in Leisure Travel - Boston Consulting Group (2025)

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1. Traveling alone is the new luxury

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Solo travel is on the rise, especially among Millennials and Gen Z. Whether it's a me-moon (a solo honeymoon) or a getaway to disconnect from the digital world, these travelers are looking for independence, well-being, and self-discovery.

According to La Vanguardia *2, Gen Z women are leading this trend, seeking experiences that offer them freedom, personal growth, and shareable moments on social media.

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*2. Why is Generation Z traveling alone?

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What can you do?

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• Create packages designed for solo travelers, with flexible itineraries.

• Eliminate the single supplement so that traveling alone is not perceived as more expensive.

• Clearly communicate your values of safety, well-being, and cultural connection.

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2. Design for social media, not just for the stay

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Gen Z lives online. They don't just travel: they document, share, and inspire others. As Ricard Santomà (IQS) says, "the more authentic the destination, the more likes they get... and the better they feel." TikTok and Instagram are their sources of inspiration, reviews, and moments to show off.

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What can you do?

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• Invest in short video content that is authentic and fun.

• Encourage your guests to share their experiences with branded hashtags.

• Design Instagrammable spaces: rooftops with views, interiors with personality, original signs...

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3. Gain visibility with intelligent distribution

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If you want to reach these travelers, you have to be where they are: online, on mobile, and worldwide. Platforms like Hotelbeds, part of HBX Group, connect hotels with more than 66,000 travel distributors worldwide. Together, we offer tools to increase your visibility and boost direct bookings.

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What can you do?

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• Join global distribution networks to expand your reach.

• Participate in seasonal campaigns that connect with Gen Z and their love for deals.

• Use tools like Email Booster to activate your database with automated email marketing strategies.

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4. Personalize the experience

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Young travelers are not just looking for a room: they want a tailor-made experience. They are willing to pay more for extras that feel exclusively created for them and that provide value and authenticity.

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What can you do?

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• Use technology to personalize the entire guest journey. Platforms like Civitfun, part of HBX Group, allow you to digitize and automate key moments such as online check-in and room selection, as well as collect data that helps personalize pre-arrival communication and the experience.

• Offer personalized extras such as wellness kits, gastronomic routes, or packages to disconnect from mobile phones.

• Highlight your eco-friendly options: refillable amenities, carbon footprint compensation, etc.

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5. Build loyalty through shared values

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Forget about traditional points programs. Millennials and Gen Z are loyal to brands that reflect their values, especially in areas such as sustainability, inclusion, and community.

Today, sustainable practices such as carbon offsetting or the use of local products are no longer a plus: they are the minimum expected.

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What can you do?

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• Showcase your sustainable initiatives and collaborations with local suppliers.

• Support causes that connect with your audience.

• Create experiences with social impact, such as workshops with local artisans or volunteer activities.

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6. Think globally, act locally

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The next wave of travelers will come from emerging markets such as China, India, or Saudi Arabia. Although domestic and regional tourism will dominate, expectations will be global.

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What can you do?

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• Localize your content and offers for different markets.

• Reinforce your team's training in cultural sensitivity and multilingual support.

• Offer authentic local experiences that connect with travelers from all over the world.

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Millennials and Gen Z are not only the most influential travelers: they are the most expressive, connected, and committed to their values. With global leisure tourism in full expansion, the brands that know how to connect with these generations will be the ones that lead the future of the hotel industry.

So, whether it's a solo getaway, a TikTok-worthy stay, or a trip with a purpose... make sure your brand is part of their story.

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