Hospitality in the age of Gen Z: a critical reflection on evolving customer and workforce expectations

Purpose Gen Z, the largest and fastest-growing consumer generation, is transforming the hospitality industry as both customers and employees. By critically synthesizing empirical literature, this study aims to explore how this generation’s distinct behaviors are reshaping customer expectations and workforce trends within the sector. Design/methodology/approach A critical synthesis of empirical studies was used to examine current research on Gen Z as customers and employees in the hospitality industry. Findings Gen Z exhibits distinct preferences and expectations in their dual roles as customers and employees, prompting substantial shifts in hospitality industry standards and practices. They rely heavily on digital channels and peer recommendations when making travel decisions and expect highly personalized, tech-enabled experiences. This young cohort of travelers values unique, authentic and sustainable offerings. As employees, Gen Z prioritizes flexible work arrangements, career growth and workplaces aligned with sustainability, diversity and social responsibility. Hospitality providers must adapt their customer experience, marketing and HR strategies to meet these evolving demands. Practical implications To engage Gen Z customers and employees in the hospitality industry effectively, businesses must prioritize personalized experiences, leverage technology and adopt sustainable practices aligned with Gen Z’s social and environmental values. Moreover, offering adaptable work environments with remote opportunities and investing in professional development enhances appeal for Gen Z employees. Understanding Gen Z’s values and behaviors can help businesses improve customer satisfaction, attract top talent and remain competitive in a rapidly evolving market. Originality/value This study represents a preliminary endeavor to provide a critical assessment of Gen Z in the hospitality and tourism sector, offering novel insights into their travel behaviors, preferences and work values. It explores their expectations, attitudes toward work and career choices, offering guidance on how businesses can meet the evolving demands of this key demographic.