How Travel And Tourism Employers Adapt For Gen Z

Forbes

6 days ago

Wanderlust will not be going away anytime soon, as we can easily see ourselves in unique and beautiful places thanks to social media. To help incorporate emerging travel trends and technologies, business owners are seeking visionary practices to engage and train the rapidly growing and influential Gen Z workforce (those born between 1997 and 2012). As this generation is the first to grow up connected to the internet, employers are integrating digital media into the business landscape.
TEGUISE, SPAIN - APRIL 21: Young people stand and sit in front of the Iglesia de Nuestra Señora de Guadalupe on April 21, 2025 in Teguise, Lanzarote, Spain. Lanzarote, a Spanish Canary Island and a designated UNESCO Biosphere Reserve, lies off the coast of West Africa, famous for its unique volcanic landscapes, stunning beaches, and a year-round warm climate that draws tourists to its natural beauty and rich cultural identity. (Photo by)
Here are several examples of how tourism and hospitality leaders are implementing training systems to build an authentic culture. Additionally, employers are paving the path towards long-term entrepreneurial success in the following ways.
Gen Z has grown up online, with much of their experiences online tailored to their interests. Therefore, personalization is often sought out. According to research done at Sitecore®, these travelers are also less loyal to brands and expect an efficient digital shopping experience. Otherwise, they will move on to another brand.
Payment flexibility is another factor that influences whether this younger generation will purchase a flight. Having the option to buy now, pay later, or make payments on flights is attractive to Gen Z, especially as they are more prone to travel further than Baby Boomers.
Airlines would also do well to pay attention to their user experience (UX) and apps if they want to attract Gen Z. Millennials and Gen Z are more likely to purchase flights, upgrades to seating, and baggage costs via an app or mobile device rather than a desktop computer.
Hospitality leaders are adopting various strategies to meet the needs of Gen Z and provide a modern guest experience. The Journal of Human Resources in Hospitality & Tourism conducted an extensive study in 2024 to improve Gen Z talent management.
Engaging proposals include:
These suggestions include allowing employees to work in different departments. Employees can also craft their schedules based on personal preferences to avoid staffing gaps. Mentorships with senior and junior pairs, along with interactive workshops, also impart relevant skills.
Gen Z workers are challenging the traditional hospitality management hierarchy, as it can create barriers to career progression. Instead, project-based models can provide more meaning and purpose in work.
'If people follow you as a boss, you will fail. If people follow you as a leader, you will
succeed. Great leadership breeds honest loyalty,' observes entrepreneur and founder of The 30% Rule, Preston Lee.
He emphasizes soft skills like team building and communication to improve employee satisfaction. This hospitality development method imbues that the customer comes first and can enjoy a luxury experience at any brand. Lee's training reinforces that guests who realize they are taken care of first have an easier time establishing trust and developing a personal connection.
Hyper-personalization also impacts the industry, with hotel operators increasing exposure to micro hotels. This concept imbues Gen Z's growing influence in consumer and employment trends by emphasizing smaller yet amenity-rich rooms.
This lodging model promotes social interaction, mobility, and efficiency with digital-first experiences. For instance, YOTEL offers crew ambassadorships, global town halls, and access to a global network to provide innovative career training that matches its modern hotel experience.
Preston Lee
A thriving restaurant culture is a growing hotspot for Gen Z workers at major brands and independent establishments. This young generation already possesses hospitality-specific technical and mechanical operating experience. For example, engaged frontline staff can earn better tips, establish loyal repeat customers, and increase traffic using personal experience and innovative training.
Preston Lee utilizes his 30% Rule to help owners focus on the most critical priorities for building culture, consistency, and profitability. Lee's hospitality system goes beyond serving up delicious food and investing in aesthetics and high-end equipment. Instead, it provides managers and employees with the tools to cultivate an ownership mindset.
'Training Gen Z is all about the WHY. We have to explain to them the WHY, not the HOW, during training. And it can't be a simple explanation. We have to get them to use their own
experiences to identify the WHY, ' says Preston Lee.
His philosophy stems from personal experience. So far, Lee has helped over 150 restaurants generate an additional $250 million in combined revenue by instilling scalable training systems for brands of any size. It also helps reduce employee turnover, a common issue faced by both startups and well-established companies.
His 30% Rule approach has yielded effective results for notable clients, including Chick-fil-A, In-N-Out, Prince Street Pizza, Marriott, and The Cheesecake Factory.
He also loves helping many popular independent brands, such as:
Lee continues, "The 30% Rule is changing the way the hospitality industry is becoming successful through aggressive culture development. We are helping restaurants realize their full potential by teaching them how to develop their staff through powerful training, high-level systems, leadership development, and a strong focus on culture."
Skilled trades such as machine tooling, plumbing, and welding are gaining popularity as Gen Z becomes known as the 'toolbelt generation,' aiming to avoid student loan debt and earn family-sustaining wages sooner. These trades support many industries, including a significant portion of the travel industry.
More workers blend smart technology with traditional hard skills as automation and AI shake up the classic career ladder. For example, vocational trades will incorporate Internet of Things (IoT)- connected sensors and devices into standard industry practices.
Deloitte reports that this generation will likely exhibit a return of the well-rounded 'Renaissance Man' with diverse skills and interests. They will demonstrate these four traits:
In addition to technical training, today's workers need more soft skills than their predecessors to stay ahead of the increased demand for highly-skilled positions. Lee's vision of dedication to excellence, commitment to continuous improvement, and genuine care for others extends beyond the travel hospitality industry. These universal tenets apply to all trades for Gen Z to succeed.
Perhaps unsurprisingly, travel tourism for healthcare and cosmetic procedures continues to flourish. Technology-integrated care delivery is a core expectation of new healthcare workers and young patients. Digital-native doctors and nurses anticipate utilizing AI to automate processes and assist with diagnostics, to spend more time attending to patients.
Accessibility to mental health support and flexibility scheduling are two critical factors determining which employers medical professionals choose to engage with. This can also include access to digital resources, especially as Gen Z has been shown to have higher levels of anxiety than previous generations.
Employers and workers in many industries, including travel, are quickly adapting to an AI-driven workplace that requires a diversification of hard and soft skills. Gen Z values purpose-driven employment, cohesive teamwork, and flexible roles. Gen Z has grown up in a digital world, and can therefore help businesses keep up with the ever-evolving travel technologies and trends.
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