One of the challenges hotel managers have always had is how to attract younger generations. As newer demographics gain disposable income or travel for work, establishing what amenities and characteristics sway their decision-making is essential to long-term success. At the moment, sustainable changes are making a difference.
Given how cognizant younger generations are of climate issues, ensuring your hotel has features that align with their environmental ethics can be engaging. Not to mention, it offers significant benefits to your business. But what specific types of changes have the most impact? Let’s look closer at a few options.
Energy solutions
New energy solutions are an essential area of sustainability focus for attracting younger generations. Why is this effective for millennials and Gen Z customers? They will be dealing with the brunt of climate change and the consequent energy crisis. These generations are aware of the negative environmental impact of fossil fuel use on the planet and how this impacts their future. It’s worth considering, too, that sustainable energy solutions are cutting-edge technology that can be attractive to younger generations.
So, what are some of the energy solutions your hotel can adopt?
- Solar power: Adopting renewables like solar power as your hotel’s primary source of electric energy is a step in the right direction. Doing so is becoming an increasingly viable option as solar panels become more affordable and energy providers specialize in purely renewable electricity. Having solar panels mounted to your hotel roof is an excellent way to communicate your commitment to green energy solutions quickly.
- Smart energy systems: One of the ways the hospitality industry can adapt to the needs of new generations is by adopting technology that resonates with digital natives. Smart energy systems automatically adjust how efficiently heating, ventilation, air conditioning (HVAC) systems, lighting, and other power systems operate. You can also provide access to apps that allow younger guests to control the energy in their rooms, with advice on reducing consumption. This can help them feel more involved with your energy conservation efforts.
Be proactive in documenting and discussing your energy journey. If your consumers don’t know about your commitment to clean energy, it’s unlikely to influence their engagement. Making your mission statement on sustainability helps with bridging the generational gap. Seek feedback from younger guests about how aware they were of your technologies and what they feel would make the hotel more sustainable.
Waste reduction
Waste reduction is another area about which younger generations are hyper-aware. They know there are various areas of concern, from the environmental damage caused by plastic waste to putting pressure on finite resources due to unnecessary overuse. As more consumers care about sustainability, greater numbers of them are making purchasing decisions to align themselves with businesses that share their commitment to reducing waste.
There are other benefits to this type of sustainable measure, too, as waste reduction often requires more efficient operations, which reduces costs. There can even be an effect on employee well-being by making your hotel a more desirable place to work, perhaps attracting younger generations of workers.
Among the most visible steps your hotel can take to communicate a commitment to waste reduction is to eliminate the use of single-use plastics. For instance, individual toiletry bottles can be replaced with refillable dispensers. You could also swap out plastic key cards for QR codes or keycards made from biodegradable materials. Adopting reusable straws and cups in hotel bars and restaurants is also good. These are components younger generations will be interacting with intimately and can be evidence of your commitment, which may attract repeat bookings.
When it comes to consumables in your hotel, it’s also important to limit what is wasted. Consider partnering with local food banks and homeless shelters to donate leftover ingredients, toiletries, and other items. Talk about these partnerships on your social media channels as a way to promote the charities you partner with so that younger generations can see how your waste reduction measures are positively impacting the community.
Ethical sourcing and sustainable amenities
When you’re considering how to attract younger generations to your hotel, it’s worth looking at some of the notable Gen Z money trends. Doing so gives you a little insight into their purchasing behavior. Alongside preferring to shop online rather than in brick-and-mortar spaces, they also tend to support socially responsible businesses. Demonstrating your hotel’s commitment to ethical sourcing of resources and offering sustainable amenities can resonate with younger generations and encourage them to engage with your company.
A pretty accessible way to start is by prioritizing locally produced goods, such as ingredients for locally sourced juices to pair with spa treatments or eco-friendly cleaning products made by small businesses. In addition to reducing your hotel’s carbon footprint by minimizing emissions from large production and long-distance transport of goods, buying local supports local economies. These are factors that align with younger consumers’ socially conscious spending habits.
Offering sustainable amenities is also a way to attract younger generations by helping them maintain their own eco-friendly lifestyles. Installing charging stations for electric vehicles (EVs) shows you’re supporting greener methods of travel. Indeed, collaborating with local authorities to provide subsidized public transportation to your guests is a great way to empower guests to reduce their impact on your community.
Conclusion
Sustainable changes to your hotel in a few key areas can make a difference in how younger generations engage with your business. This may include using solar energy and responsible sourcing, among other measures. Remember that each segment of a demographic has its own priorities and preferences, though. Doing a little market research into your audience can give you data to make informed green investment decisions.
