Why Gen Z Is the New Priority for Hospitality Brands
Hospitality marketing is changing, and fast. While Millennials still make up a large share of diners, travellers, and event-goers, it’s Gen Z who are shaping the future of the industry.
Born between the mid-1990s and early 2010s, Gen Z are now entering their peak spending years. They value experience over ownership, discovery over routine, and authenticity over polish. They’re digital natives, socially aware, and deeply influenced by what they see online.
If your hospitality brand isn’t actively speaking to Gen Z, you're already behind. In this article, we’ll explore why Gen Z should be your next marketing priority, and how to actually reach them in a way that feels relevant and real.
Why Gen Z Matters in Hospitality
Gen Z isn’t the future, they’re the now. In the UK alone, there are over 12 million people in this generation. They dine out, book trips, attend events, and explore new spaces regularly. But they don’t respond to traditional marketing the same way previous generations did.
Instead of relying on glossy brochures, mainstream ads, or celebrity endorsements, Gen Z turns to social media, peer recommendations, and influencer content. They research before they book, they share their experiences online, and they make decisions based on what feels right—not just what looks good.
They’re not just customers, they’re curators.
What Gen Z Expect from Hospitality Brands
This is a generation that wants more than just good food or a nice place to stay. They’re looking for experiences that are shareable, authentic, and aligned with their values.
That might mean:
A visually unique space that photographs well
Events or pop-ups that feel exclusive and immersive
Menus that reflect ethical or sustainable sourcing
Brands that have a clear voice and purpose
A team that engages with them online, not just sells
They want to feel seen, heard, and part of something. That starts with how you show up online.
Social-First Marketing That Works
Gen Z live online, and not just on Facebook or Google. Their platforms of choice are TikTok, Instagram, and increasingly, YouTube Shorts and Snapchat. That means hospitality brands need to design for social from day one.
This doesn’t just mean posting more, it means posting better. Create content that reflects the vibe of your venue. Think behind-the-scenes videos, staff moments, guest reactions, and trending audio that fits your tone.
Short-form video content is essential here. A 10-second clip of a cocktail being poured, a hotel room reveal, or a buzzing Friday night crowd can drive more traffic than a polished advert ever could.
Influencer and Creator Collaboration
When it comes to trust, Gen Z listens to creators more than traditional ads. That doesn’t mean you need to chase big influencers with massive followings. In fact, micro-influencers; creators with smaller, highly engaged audiences, are often more effective.
Consider partnering with local content creators who align with your brand. Invite them to soft launches, offer exclusive tastings, or create experiences they’ll want to capture and share. Let them tell your story in their own voice.
It’s not about control, it’s about connection.
Experience-Driven Campaigns
If there’s one thing Gen Z loves, it’s being part of something. Experiences that are unique, interactive, or time-sensitive perform particularly well.
Whether it’s a themed brunch, a late-night DJ set, a limited-time menu, or an immersive hotel package, Gen Z responds to what’s happening now.
Give them reasons to visit, and reasons to post about it.
Don’t Just Market At Them—Build With Them
The brands that win with Gen Z are the ones that invite them in. That could mean running polls on your Instagram stories, replying to comments with personality, or featuring UGC (user-generated content) across your marketing channels.
This generation values co-creation and authenticity. They want to feel like part of the brand, not just the target of a campaign.
If your hospitality marketing is all one-way, it’s time to open up the conversation.
The Bottom Line: It’s Time to Shift Focus
Gen Z isn’t just another demographic, they’re a cultural force. If you want your hospitality brand to stay relevant, it’s time to meet them where they are: online, on their terms, and in a tone they trust.
It’s not about chasing trends, it’s about building connection.
Want to Create a Brand Gen Z Actually Connects With?
At Ninety8 Media, we help hospitality brands stay ahead with strategy-led, social-first marketing that doesn’t just look good, it gets results. From short-form content to influencer campaigns, we’ll help you speak their language and grow with confidence.
