The future of hospitality management: adapting to Generation Z’s values and preferences

This viewpoint article explores the evolving landscape of hospitality management in light of Generation Z emerging as a dominant consumer force and being a significant percentage of the workforce. The workforce is rapidly changing in this field, since the hospitality sector is perceived as limited in terms of growth opportunities, with low reward, accounting for low employee retention. Moreover, from a tourism standpoint, Gen Z has increasingly more demanding travel motivations, engaging in travelling from an cultural, ethical and sustainable standpoint. By examining this cohort’s values, beliefs and preferences, the article provides insights into the future direction of hospitality management. Drawing on recent research and industry trends, it discusses critical factors shaping the future of hospitality, including value-driven decision-making, retention, environmental consciousness, authenticity, personalisation and technological integration. This article is based on findings from a study conducted at a Dutch hospitality venue, where semi-structured interviews were held to explore the motivational factors related to the working environment in the hospitality industry. The aim is to enhance awareness of Generation Z, focusing on their roles as employees in the hospitality industry as well as their travel motivations and preferences. The article concludes with implications for future hospitality management strategies and the industry’s potential to create more sustainable, inclusive and enriching experiences.