Hoteliers explore marketing strategies for different generations of travelers

Two of the hotel industry's biggest demand segments - Gen Z and baby boomers - couldn't be more different from each other

Understanding how different generations plan their travel, what marketing strategies resonate with them, and the types of hotel stays and experiences they prioritize are key concerns for hoteliers today.

Key takeaways

• The way Baby Boomers and Gen Z spend their time online and make travel decisions differs significantly. Baby Boomers tend to prefer Facebook, with 80% of their online searches conducted on Google. In contrast, Gen Z is heavily influenced by social media personalities and relies on word of mouth when making travel plans;
• Gen Z stands out as a compelling segment for the travel industry because they prioritize experiences and vacations over saving for major life purchases. This generation spends approximately 50% of their disposable income on travel;
• As more Baby Boomers enter retirement, the traditional concept of retirement is evolving. With longer life spans and continued good health, many Baby Boomers will redefine retirement, often choosing to remain active in some form of work or engagement.

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