Fall 2025 is defined by Gen Z’s travel surge. Airbnb’s 2025 Fall Travel Report shows Gen Z (18–26) fall trip searches are up 26% year-over-year, and they now make up 32% of all fall travelers. What’s more, 68% plan 5+ night stays, and 45% book international trips—this isn’t a small trend, but a critical opportunity for hoteliers.
Gen Z has specific needs, and if your hotel misses them, they’ll choose Airbnb or competitors. The key is tailoring your offerings to their priorities. Let’s break down what they want, their dealbreakers, and how to win their bookings.
Gen Z Travel Trends Shaping Fall 2025
Preference for Offbeat Destinations
Gen Z travelers are staying away from crowded tourist spots. Instead, they’re choosing quiet small towns, hidden beaches, and countryside places that feel real and special. Hotels outside big cities can benefit from this—if they focus on what makes their area unique. Think teaming up with local artists, offering walks to meet neighbors, or serving food that shares local stories instead of just typical hotel extras.
Blending Travel and Remote Work
For Gen Z, mixing work and travel isn’t just a trend—it’s how they live. Most can work remotely, so they often turn weekend trips into longer “workations.” What do they need most? Fast, reliable Wi-Fi, proper workspaces (not just a small lobby desk), and quiet spots to focus—like soundproof pods or outdoor seating with outlets. This changes how they book: they stay longer and prefer arriving midweek to skip crowds. Hotels that clearly offer “work + wander” options are their top choice.
Focus on Value and Transparency
Gen Z doesn’t care about fancy stuff like older travelers do. They care more about getting their money’s worth—but still want good quality. They watch their budget but will spend on things that feel special: a guided hike with a local expert, dinner at a family farm restaurant, or a hands-on craft class. What really bugs them? Unexpected fees (like surprise resort charges or forced valet parking). Hotels that win them over are clear about prices, offer simple deals (like “stay 3 nights, get the 4th half-off”), or let you add special local tours without hidden catches. That’s what matters to this practical way of thinking.
Eco-Conscious Choices
For Gen Z, sustainability isn’t a buzzword—it’s a non-negotiable when choosing travel accommodations. They actively seek out hotels that showcase tangible eco-friendly practices: solar-powered buildings, water-saving showerheads, locally sourced linens, or on-site composting programs for food waste. Even small, visible efforts make a difference: eliminating single-use plastic toiletries (in favor of refillable glass dispensers), offering guests the option to skip daily room cleaning (with a small perk like a free coffee), or partnering with local conservation groups to offset carbon footprints. These steps don’t just attract Gen Z—they foster deeper loyalty, as this group tends to return to brands that align with their values.
Social Media Influence
Instagram and TikTok decide where Gen Z travels. Hotels with cool photo spots, fun guest activities, and chances for guests to post content get noticed more. A rooftop with city views or a mural wall for photos can matter as much as free breakfast for this group. For Gen Z, a hotel’s “Instagram factor” is often just as important as basics like free breakfast—a stylish lobby or a local collab (say, a pop-up with a trendy bakery) might even matter more. Though offering both is always a win.
Actionable Strategies to Win Gen Z Bookings
1. Highlight Local Culture and Experiences
Hotels need to move beyond just providing a place to sleep—they should center storytelling that embeds guests in the destination’s identity. Authenticity is key: instead of generic amenities, lean into the surrounding community’s unique charm. Even small touches work: featuring a “local hero” menu with dishes made from nearby farms, or leaving a welcome note with recommendations for hidden gems (e.g., a family-run bakery off the main street) rather than tourist traps.
2. Invest in Digital-First Hospitality
For Gen Z, digital convenience isn’t a luxury—it’s a baseline expectation. Hotels should prioritize tools that create a smooth, app-driven guest journey, even for mid-sized properties working with limited budgets.
- Start with mobile-first booking: one-click reservations via apps (no lengthy desktop forms or forced account creation) and instant confirmation texts.
- In rooms, simple smart tech goes a long way: smart speakers to adjust lighting/temperature or order room service, or mobile keys to skip front-desk check-in lines.
Cloud-based property management systems (PMS) are affordable options for smaller hotels to integrate these features without overspending.
3. Create Instagrammable Moments
Gen Z books with their phones in mind—visual appeal directly drives interest.
- Design spaces that feel “shareable” without feeling forced: a lush indoor plant wall adorned with local artwork, a rooftop terrace strung with fairy lights (perfect for sunset Reels), or seasonal installations (e.g., a fall-themed cider nook with hand-painted pumpkins, or a winter hot cocoa station with cozy knit blankets).
- Encourage guests to post by making it easy and rewarding: launch a branded hashtag and feature guest photos on the hotel’s Instagram Stories with a shoutout.
- For extra engagement, host small, photo-friendly events—like a weekend farmers’ market pop-up in the lobby, or a stargazing night on the lawn with props (blankets, constellation charts)—that naturally spark user-generated content. This organic exposure is far more trusted by Gen Z than paid ads.
4. Offer Flexible, Value-Driven Packages
Gen Z wants clarity and purpose in their spending—packages that bundle stays with meaningful experiences (not just discounts) resonate best. For example:
- A “Work + Wander” package: 3 nights with access to a dedicated co-working space, daily coffee, and a post-work yoga class on the patio.
- Flexible add-ons: Let guests pick extras instead of forcing them to buy a full package. This flexibility caters to their budget-conscious yet experience-hungry mindset.
5. Promote Sustainability as a Core Value
Hotels should highlight tangible, visible initiatives and back them up with transparency.
- Start by showcasing certifications or local sustainability badges on your website and social media.
- Share specific actions: partner with nearby farms for breakfast ingredients (and name the farms on menus), replace single-use toiletries with refillable glass dispensers.
- Use behind-the-scenes content to build trust: post TikTok videos of staff sorting recycling, or Instagram carousels explaining how the hotel reduces food waste. Avoid vague claims like “we’re eco-friendly”—be specific about what you’re doing and why it matters.
6. Engage on the Right Platforms
Gen Z ignores traditional marketing—they discover travel through authentic social content, not sales pitches. Skip generic email newsletters (most go unread) and focus on TikTok and Instagram where they’re most active.
- TikTok:
• Short reels showing “a day in the life” (e.g., morning hike, pottery class, evening bonfire)
• Quick tips like “3 hidden spots near our hotel you won’t find on Google” - Instagram:
• Interactive Stories (polls: “Which local tour should we feature next?” or staff Q&As)
• Carousels highlighting guest experiences (e.g., “5 reasons our fall foliage package sold out”)
Partner with micro-influencers (10k–50k followers) who match your hotel’s vibe—like eco-creators or offbeat travel bloggers. Their honest reviews resonate more than celebrity endorsements because Gen Z trusts peers over brands.
Conclusion
Gen Z isn’t just another type of traveler—they’re changing how hotels work worldwide. This fall, their choices show clear patterns: they care more about real experiences than fancy perks, prefer doing things online, want eco-friendly options, and look for good value.
For hotels, this means matching what they offer to what Gen Z wants. Properties that make booking easy online, highlight local activities, and show they care about the planet won’t just get Gen Z bookings this fall—they’ll keep them coming back for years.
Hotels that start now will lead the way in travel for the next decade.
