Capture Gen Z's Attention by Focusing on Fitness and Sustainability

Move over Millennials because Generation Z is the new hot demographic—and they’re different from their predecessors. Strong-willed and firm in their values, Gen Z also is armed with supreme buying power.  If you manage a hotel, the fact that Gen Zs are joining the full-time workforce, and now have more expendable income than ever before, means it’s time to take notice.

So, how do you attract this one-of-a-kind demographic? Simply put, appeal to Gen Z’s core values: healthy living, sustainability and advocacy and you’ll appeal to their newfound independence and desire to travel.

“In today’s competitive market, the hotel industry must recognize that the Gen Z population influences the future of hospitality with their eco-friendly and sustainable travel demands,” said Ruben Mejia, executive vice president, SportsArt Americas.

Healthy Living

About 36% of Gen Zs exercise regularly, while 50% want to start. Approximately 30% are regularly using fitness facilities at hotels (Luxury Travel Advisor). To appeal to Gen Z’s desire for healthy living, a well-appointed fitness facility is essential. Not just a space with a treadmill and a few free weights—but a place where guests can work out without having to compromise on the quality of equipment or variety. For instance, dual function equipment maximizes results while realizing the entire potential of a hotel fitness center. This type of strength equipment is designed to serve multiple purposes, take up less space with a compact footprint, and fit any budget. Look for highly adjustable units featuring biomechanically focused design to ensure correct movements and provide an effective and comfortable workout while reducing chance of injury.

Sustainability

“The Gen Z population has a huge influence on the economy. They're not just patrons, they are influencers and their opinions toward sustainability are becoming a huge driving force for other consumers,” said Mejia. 

These influential Gen Z’s have more environmental awareness than their predecessors and it drives them toward sustainable travel options, with 56% saying they'd want to stay in green or eco-friendly accommodations (Expedia Group). 

Your hotel's fitness facility is a great place to combine exercise with sustainability with cardio equipment––such as treadmills, ellipticals, cycles, steppers and more––that convert human energy into usable electricity. When using sustainable cardio equipment, a person can convert a percentage of the human energy they produce into clean, renewable energy––the higher the percentage, the better (SportsArt).  As guests work out, they will be giving back to the electrical grid and reducing their carbon footprint.

Advocacy

Gen Z is not opposed to advocating for their needs and wants in every realm of life: education, politics, careers—and even when they travel. On the university front, recently a student at Brown University, Elina Pipa, advocated for sustainable cardio fitness equipment for the university's campus rec center as part of a project through her Climate Solutions class. The goal was to look beyond climate change problems to find tangible climate solutions. She did the impact research and created a strong case and now the university offers human energy converting cardio equipment to all students at their Nelson Fitness Center. 

The bottom line is this: If you don’t meet the needs of Gen Z—they will advocate (and even demand) for what they believe is right. They may even pass up on hotels that don’t quite align with their values. Offering sustainable and healthy living amenities is one way to attract this growing demographic to your hotel.

About the Author

Mr. Ruben Mejia, Executive Vice President for SportsArt Americas, has more than 28 years of collective experience across the technology, ecommerce, and fitness industries. Mr. Mejia’s primary focus continues to be on product software and technology. Additionally, in this role, he is the direct contact for external customers and manages the SportsArt marketing and sales departments.