Strategies for attracting and engaging Millennial and Gen Z travelers

The travel industry is undergoing a generational shift, and Millennials and Generation Z are at the helm. Not only are these younger travelers taking more trips and spending more on each getaway, but they are also influencing how others travel through their digital presence. For you, hoteliers, this is a golden opportunity: you're looking at a profitable audience that increases your visibility.

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As we explained in our article on Tourism 2040according to a Boston Consulting Group report*1, global leisure tourism will triple in value by 2040, from $5 trillion to $15 trillion. 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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*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 booming, 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, wellness and self-discovery.

According to La Vanguardia *2, Gen Z women are leading this trend, seeking experiences that bring them freedom, personal growth and moments worth sharing on networks.

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* Why does generation Z travel alone?

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What can you do?

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

• Eliminate the individual supplement so that solo travel is not perceived as more expensive.

• Clearly communicate your values of safety, wellness and cultural connectedness.

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2. Design for networks, not just for the room.

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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 his sources of inspiration, reviews and bragging moments.

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What can you do?

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• Invest in short-form video content that is authentic and entertaining.

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

• Design Instagram-worthy spaces: rooftops with views, interiors with personality, original signs...

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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 around the world. Platforms like Hotelbeds, part of HBX Group, connect hotels with more than 66,000 travel distributors around the globe. Together, we offer tools to increase your visibility and drive direct bookings.

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What can you do?

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• Join global distribution networks to expand your reach.

• Engage in seasonal campaigns that connect with Gen Z and their love of bargains.

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

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4. Customize the experience

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

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What can you do?

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• Use technology to personalize the entire guest journey. Platforms such as 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.

• It offers personalized extras such as wellness kits, gastronomic routes or packages to disconnect from your cell phone.

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

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5. Build loyalty through shared values

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Forget traditional points programs. Millennials and Gen Z are loyal to brands that reflect their values, especially on topics 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 global, act local

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The next wave of travelers will come from emerging markets such as China, India and 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 around 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 leading the future of hospitality.

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

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