Generation Z consumer behaviour and hotel branding: Exploring the role of values, corporate identity and trust

Abstract

This article explores the evolving role of hotels as spaces for social interaction and meaningful engagement, extending beyond their traditional function of accommodation. Specifically focusing on Generation Z, it investigates how the values, beliefs and responsible corporate identity of hotel brands significantly influence consumer behaviour. The study employs a quantitative, descriptive methodology, utilising an online survey with Likert-scale questions. A sample of 151 Dutch respondents was analysed to gain insights into the preferences and expectations of Generation Z consumers. The findings underscore the importance of aligning hotel branding with the brand’s value proposition to foster trust, ultimately influencing the choice of hotels. Values that encompass environmental and community policies hold significant importance for this cohort. Authenticity and personalisation are crucial for creating the unique experiences that Generation Z desires. It is essential that these elements are reflected in all aspects of branding, communication and operations. This research contributes to a deeper understanding of Generation Z’s impact on the hospitality industry and provides valuable insights for effective hotel branding strategies.