The New Loyalty: How Generation Z Redefines Its Connection to the Travel Industry

The tourism industry is no exception. This generation prioritizes values ​​such as sustainability, inclusion, and authenticity, seeking meaningful connections that go beyond the product or service.

According to Marriott International's most recent survey, unlike Millennials, who tend to prioritize tangible memories, for Generation Z, travel is not only a form of relaxation, but also a way to connect with causes, cultures, and global communities. This generation prioritizes sustainability, authenticity, and a sense of belonging. They seek experiences that reflect their values, such as respect for the environment, positive social impact, and inclusion. This generation expects brands to embrace social and environmental causes in a visible, consistent, and consistent way.

Millennials, for their part, also deeply value well-being and shared experiences. Sixty-one percent plan to travel with their partner and 65.8% with their family in 2025, reflecting their interest in creating meaningful memories. Furthermore, 67.7% of respondents from these generations consider travel a budget priority this year, representing a significant opportunity for the hotel industry. Both groups are driving a new way of traveling: more conscious, connected, and purposeful.

In response, Marriott has strengthened its focus on responsible tourism through initiatives such as Serve 360, its global social impact platform, which drives sustainable practices, supports local communities, and promotes equity inside and outside its hotels. Some hotels have developed volunteer programs that engage guests looking to be part of a change while traveling, while other properties have forged partnerships with local producers, ensuring that each experience is rooted in the authenticity of the destination.

Technology and inclusion: pillars for building loyalty

Generation Z is deeply immersed in the digital world, and the way they make decisions—including where they invest their money—is strongly shaped by their constant exposure to technology and digital media. Their close relationship with these tools directly influences their consumption habits and behavior.

A study revealed that 72% of Gen Z users consult social media when planning their trips, demonstrating their strong connection to digital and their desire for visual inspiration and authentic recommendations. This highlights the importance of maintaining a strong presence on these platforms to effectively connect with this audience. This generation values ​​authenticity and humanity. Therefore, it is essential that Gen Z feel represented in both external communications and internal brand culture.

Companies are expected to make tangible efforts to build inclusive, equitable, and diverse spaces. Brands that demonstrate an active social consciousness, promote equity from within, and maintain authentic relationships with their audiences are the ones that truly connect with this demographic.

Personalization as the new norm

For Generation Z, there's no room for generic experiences. They expect every trip to be tailored to their interests, lifestyle, and personality. Personalization is seen not as an extra, but as a basic expectation. In this sense, various Marriott International brands have designed specific offerings that reflect these values:

Westin Hotels & Resorts puts well-being at the heart of the experience. With its Sleep Well program and healthy eating options, 24-hour fitness areas, and sports equipment loaner, it directly responds to Gen Z's need to take care of their bodies and minds, even while traveling.

Renaissance Hotels is committed to connecting with the community. Its Navigator program empowers in-house ambassadors who recommend authentic spots within the destination: local cafes, urban art, emerging designers, and cultural events. This guide turns every stay into a gateway to authenticity.

Aloft Hotels, with a modern design, is ideal for those who value a casual and connected style. Its ARF (Animals R Fun) program allows pets to travel at no additional cost, something highly valued by this generation. Additionally, the presence of technology such as digital keys and robotic assistants makes the experience practical and fun.

The Luxury Collection creates exclusive experiences that celebrate the heritage, culture, and unique history of each destination. Through its Destination Discoveries program, it invites guests to immerse themselves in authentic local traditions through private tours, cultural workshops, and encounters with local artisans and experts. These personalized experiences are designed to spark curiosity and foster a deep connection with the destination.

W Hotels represents an exclusive and creative proposition. Its spaces fuse design, music, and fashion, creating environments where self-expression and identity are not only welcomed, but celebrated. It's the perfect brand for those who understand travel as an extension of their personal style.

Marriott Bonvoy: Diversity with Purpose

With a portfolio of more than 30 brands, Marriott Bonvoy offers options ranging from luxury to comfort, allowing each traveler to tailor their experience to their interests and lifestyle. Beyond accommodations, the program allows travelers to earn and redeem points not only for stays but also for unique experiences through Marriott Bonvoy Moments: from concerts and private classes with renowned chefs to VIP access to sporting or cultural events in iconic destinations.

Additionally, Marriott Bonvoy offers exclusive benefits based on membership level, such as room upgrades, late checkout, executive lounge access, and complimentary nights. For Gen Z, who seek tangible rewards and meaningful memories, Marriott Bonvoy is more than a loyalty program: it's a global community founded on authenticity, discovery, and connection.

Fuente: Marriott Bonvoy