Coming to terms with the digital natives: understanding the marketing sensitivities of Genzers as hospitality consumers

Abstract

As "digital natives", GenZ is set apart from previous generations in terms of its online connectedness. Even though this generation is expected to be the prevailing customer base around the world by 2026, there is a noticeable lack of studies on GenZ's consumer characteristics within the hospitality context. This study investigates the marketing-related factors affecting GenZ's accommodation decisions as well as their consumer sensitivities to contemporary constructs such as brand uniqueness, social media presentability, sustainability consciousness, and cancel culture.