What Gen Z Wants from Hotels

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New Standards

The study shows that young travelers choose hotels based on social media and peer reviews and expect frictionless online services throughout the stay — from booking to checkout. They prefer authentic local experiences over generic vacations and hold high expectations for sustainability. While value for money still matters, they’re willing to pay more for exceptional, safe, and visually striking moments they can share on social media.

Greater emphasis is placed on safety and reliable hygiene protocols. Cleanliness and neat staff appearance are taken for granted and no longer differentiate a property. What matters most is consistent service quality — avoiding moments that create dissatisfaction. Yet only 30% of hotels actively promoted their loyalty programs or ancillary services, and staff rarely offered anything beyond the base reservation — for example, elevated food-and-beverage options.

Performance in several areas was weak: orders were taken within five minutes only 58.5% of the time; table clearing met standards in 51.8% of cases; and satisfaction with taste reached 64%. Participants noted that first and last impressions often felt underwhelming, though 77% of guests did receive warm greetings or phone acknowledgments, and staff used guests’ names.

Flexibility and Wi-Fi

For Gen Z, convenience is the primary criterion when choosing a hotel. From arrival to departure, everything should be simple, fast, and intuitive. A student from Oxford explained preferring hotels that offer mobile check-in and digital keys. “We don’t want to call for every small thing,” he noted. “Everything should be self-explanatory — adjusting the lights, ordering in-room dining, connecting to Wi-Fi. Small details can be decisive — attention to them significantly improves the stay. Transparent pricing in key areas and reliable Wi-Fi should be available everywhere. It’s inconvenient to hunt for outlets behind furniture, and the internet shouldn’t only work in the lobby.”

One participant recalled arriving after midnight due to a flight delay and having to queue and fill out forms. That’s when he realized what flexibility means: being able to check in online or arrive at any time without friction, leave luggage for a few hours, easily modify a booking, or enjoy a relaxed late checkout.

This generation plans spontaneously, changes routes, and blends travel with work or studies. Hotels that embrace this rhythm stand out immediately. Everyday ease also matters. Sometimes guests just want a quick bite without leaving the hotel or arranging delivery. Properties that offer lobby grab-and-go coffee, snacks, or sandwiches score points. A full-service restaurant isn’t always necessary — especially for early departures or late returns.

Atmosphere matters too. Memorable spaces are created with intent, not just for looks. When a hotel leans into sustainability, showcases local artists, or crafts a calm minimalist environment, it creates an emotional connection. Gen Z travelers say they prefer places that offer more than comfort — spaces with a clear concept and meaning.