One of the unique things about traveling is that there are so many ways to approach a vacation. From a guest perspective, this is certainly a benefit. However, from a hotel’s perspective, this means trying to cater to every guests’ needs. Especially across all age groups, each guest is coming in with different preferences and you need to adapt accordingly. 

Whether it is offering a personalized service, providing the resources they look for, or finding their unique adventure, hoteliers can find at least one preference for each generation that will elevate their experience.

Baby Boomers

Boomers are a wealthy generation and make up the largest portion of luxury travel spending, spending up to 50% more on travel than Millennials and Gen Z. When booking their trip, they are more likely to book longer stays than younger generations. They have both time and money to spend, and they like to use it on bundling experiences with travel packages. 

Baby Boomers use their extended vacations for both relaxation and visiting historical sites. For travel buddies, they love traveling with their spouse as well as their kids and grandkids for a multigenerational vacation. They are not as concerned about seeking something new, and often prefer booking at a familiar place. They are less likely to order take-out, preferring dine-in experiences at local restaurants.

Unsurprisingly, Boomers are the least tech-savvy generation. They still prefer more human touch service over chat bots and tech. That being said, 92% of Boomers still bring their phone when traveling domestically, and a majority use their desktop to book their trip online.

So how do you cater to Baby Boomers? Give them the human service that they prefer, offering them high-end experiences for the high-end price they pay. Show them the nearby restaurants that offer a great dining experience with food that meets their comfort level. And with your hotel tech, make sure it is user-friendly. Hotel texting is a great option, as it is a universal form of communication and it still gives the human service they are looking for.

Gen X

This generation is more budget-conscious, but they are willing to invest in quality experiences. Gen X tends to travel less than any other generation due to their careers and caring for their families. They will take frequent, yet shorter vacations. While they spend less time and money on travel, they look to relax and get away from the real world on their vacation. However, sometimes they can’t help themselves, and they are more likely to still work while on vacation.

Gen X are increasingly booking multigenerational trips with their adult children, finding options that offer both family and personal activities. They want the ability to spend time with their family as well as do different activities from the younger generations. Gen X also enjoys trying new cuisine and are looking to locals when it comes to dining recommendations.

When it comes to tech, they are more capable and willing to use technology during their trip compared to Boomers. In fact, 79% of Gen X expect their smartphone to work seamlessly while traveling. They appreciate both tech and human interaction when it comes to guest service.

Overall, they prefer uncomplicated travel. They want booking to be simple and guest service to be accessible. Make sure your hotel tech is up to date for the Gen Xers that still work on their vacation, while also leveraging the tech to curate local experiences. It’s also helpful to have the local activities and dining recommendations on hand, and help provide them the stress-free experience they are looking for.

Millennials

Millennials are in a transitional time of their lives, and so is their ideal vacation. While there is a lot of overlap with Gen Z travel, we are seeing new trends emerge that are unique to this generation. As they further progress in their careers, they are increasingly spending more money towards luxury travel. When it comes to their budget, they are more willing to spend money on comfort and convenience for their trip.

The millennial generation probably has the most diversity of preferences during their vacation. Millennials are starting to have their own families, so they are beginning to look for more vacations that offer family-friendly activities. However, they still enjoy an adults-only trip, with many traveling internationally with their friends. Millennials enjoy both leisure and adventure, and actively seek both for vacations. 

When it comes to tech, Millennials are all-in for digital convenience. They are the most tech-savvy travelers and they expect the same from hotels. They heavily rely on their phones for traveling, including booking, check-in, take-out, and guest service. 

With such a diverse array of preferences, it’s no surprise that they want customized experiences and to feel cared for at their hotels. Make sure to cater to Millennials and their growing families - this includes local adventures, nonalcoholic options, and kid-centric amenities. Keep your tech up to date to make their stay work seamlessly with their smartphones. Lastly, find the unique, local experiences that will cater to their personal tastes.

Gen Z

Gen Z is in their early stages of adulthood, and they are ready to explore. When booking a trip, they are looking to find unique, immersive experiences full of adventure. Their number-one consideration when selecting a destination is their desire to experience someplace new. And while they like their exploration, they also love a good all-inclusive resort. 

For Gen Z, travel is an outlet for self-discovery and growth. These travelers are excited about international vacations and aren’t afraid to travel solo. They even enjoy meeting new friends through group travel, or gathering their friends on a new adventure. 

Like Millennials, Gen Z is looking for a tech-forward hotel. Over 80% of Gen Z use smartphones as a full tech experience for their travel, from booking, to check-in, to guest service. As they spend an average of 7.2 hours a day on their phone, it is the easiest form of communication for them and they want hotels to meet that standard.

Gen Z is the generation that is looking toward the future. That means your hotel should adapt to those needs. Make sure your tech is up to date; guest messaging is a must-have if you want to give this generation a stand-out experience. Whether you are a resort or a boutique hotel, find the local experiences and unique amenities that give them a once-in-a-lifetime experience. That’ll give them something that they will rave about to all of their friends. 

All generations offer a great perspective and bring different needs to their travel. A great hotel will provide the service and opportunities that can be personalized to any guest, regardless of their age. Use these tips for your guest service, and you are certain to get your guest’s loyalty and positive reviews!

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