As the newest generation of travelers begins to make its mark, Airbnb hosts must adapt to meet their unique preferences and expectations. Gen Z, born between the mid-1990s and early 2010s, is changing the landscape of travel with its distinct values and behaviors. By understanding these travel trends and implementing strategic changes, Airbnb hosts can attract more Gen Z guests and ensure their listings stand out.

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Who are Gen Z Travelers?

Gen Z is a climate-conscious, tech-savvy, and socially aware generation. In their travel plans, they prioritize:

• Sustainability
• Unique experiences
• Personal wellness.

Unlike previous generations, Gen Zers are more likely to seek out bed and breakfasts or vacation rentals over traditional hotels or resorts. Safety, security, and positive reviews are extremely important to them in their accommodation decisions, often outweighing cost considerations.

Key Gen Z Travel Trends

While often compared to Millenials, Gen Z travelers have their own distinct set of values.

1. Sustainability matters

Gen Z is highly concerned about the environment and prefers to support businesses with strong green credentials. According to a recent survey, 50% of Gen Z travelers want to book with companies that are eco-friendly. During the trip itself, over half of these travelers say they will make an effort to support and engage with other sustainable businesses (restaurants, tours, etc.)

What You Can Do:

• Highlight any eco-friendly practices or features in your Airbnb listing, such as energy-efficient appliances, recycling programs, or the use of renewable energy.
• Provide information about local sustainable attractions or activities.
• Consider implementing small changes like using biodegradable toiletries or offering reusable shopping bags to guests.

2. Wellness and self-care

Self-care is a significant focus for Gen Z travelers, with 61% prioritizing travel plans that include wellness and well-being experiences. This trend underscores a broader societal shift towards mental and physical health.

What You Can Do:

• Offer amenities that promote relaxation and well-being, such as yoga mats, meditation apps, or access to a nearby gym or spa.
• Create a peaceful and calming environment within your rental, perhaps by incorporating elements of nature or using soothing color schemes.
• Provide information in your house manual on local wellness activities, such as hiking trails, yoga classes, or wellness retreats.

3. Unique experiences

Gen Z travelers are drawn to unique and authentic experiences that allow them to immerse themselves in local culture. They value the opportunity to create memorable moments over the luxury of their accommodations.

What You Can Do:

• Highlight any unique features of your property, such as historical background, quirky decor, or proximity to local landmarks.
• Offer personalized recommendations for local experiences, such as hidden gems, cultural events, or off-the-beaten-path attractions.
• Consider partnering with local businesses to offer exclusive experiences or discounts to your guests.

4. Safety and security

For Gen Z, safety and security are top priorities when selecting accommodations. They seek out properties with high safety standards and positive reviews from previous guests.

What You Can Do:

• Invest in security measures such as smart locks, security cameras (while ensuring privacy), and safety certificates.
• Clearly communicate the safety features of your property in your listing description.
• Encourage satisfied guests to leave detailed reviews that highlight their positive experiences and the safety of your property.

Example Strategies for Attracting Gen Z Travelers

Need some more inspiration? Use the scenarios below as a starting point for creating your own strategies to attract Gen Z travelers.

Prioritizing sustainability

A host in Portland, Oregon, noticed an influx of Gen Z travelers after implementing several eco-friendly features in their Airbnb listing. They attracted a younger, environmentally-conscious crowd by installing solar panels, offering eco-friendly toiletries, and providing bicycles for guests. The host also highlighted nearby sustainable attractions and businesses, further appealing to Gen Z’s values.

Wellness-focused accommodations

A wellness retreat in Sedona, Arizona, saw a surge in bookings from Gen Z travelers because it emphasizes self-care amenities. The property offers yoga sessions, meditation spaces, and access to nearby hiking trails. By creating a relaxing and health-focused environment, the host successfully tapped into the growing trend of wellness tourism.

Unique and authentic experiences

An Airbnb host in New Orleans, Louisiana, leveraged the city’s rich cultural heritage to attract Gen Z travelers. By offering personalized city tours, cooking classes featuring local cuisine, and highlighting the unique history of the property, the host provided guests with authentic and memorable experiences. This approach resonates with Gen Z’s desire for unique and immersive travel experiences.

Emphasizing safety and security

A host in Tokyo, Japan, focused on ensuring their property met high safety standards to appeal to Gen Z travelers. They installed smart locks, provided safety information in multiple languages, and maintained a high level of cleanliness. By emphasizing these features in their listing and encouraging guests to leave positive reviews, the host built a strong reputation for safety and security.

Final Thoughts

Gen Z is shaping the future of travel with its unique preferences and values. By prioritizing sustainability, wellness, unique experiences, and safety, Airbnb hosts can attract this emerging generation of travelers and ensure their listings stand out.

Implementing these strategies not only helps meet the needs of Gen Z guests but also improves the overall guest experience, leading to positive reviews and repeat bookings. Embrace these trends as you tap into the growing market of Gen Z travelers.

Host Tools provides an automated, unified calendar for short-term rental hosts, allowing you to seamlessly list on all major channels. Start your free trial today!