Millennials and Generation Z now play a central role in consumer dynamics, including insectors historically perceived as elitist, such as luxury hospitality.
Yet these two generations continue to be widely underestimated, and evenmisunderstood, by many brands in the sector. Long perceived as customers with limitedpurchasing power or little interest in the traditional codes of luxury, they are still too oftenoverlooked in marketing strategies and in the offers being developed.
This misjudgment could prove costly in the long term.
Contrary to popular belief, the purchasing power of Millennials and Generation Z continues to grow. As their careers evolve and new economic models emerge, these consumers now have incomes they are willing to invest in meaningful experiences.However, their relationship with spending differs profoundly from that of previous generations. While older generations tended to value the accumulation of material goods and ostentatious symbols of social status, younger consumers place greater emphasis one xperiences, emotions, and meaning.
This does not mean that they reject luxury — quite the opposite. They aspire to access it,but according to their own codes.
Strict formalities, imposed etiquette, and rigid social conventions can therefore becomebarriers to their engagement. What they are looking for is a more fluid, more inclusive, andabove all more authentic form of luxury.
What matters to them?
Aesthetics play a key role in their perception. Millennials and Generation Z are highlyvisual generations, shaped by social media and digital platforms.
The image, design, and atmosphere of a place matter just as much as the quality ofservice. A luxury hotel can no longer simply be comfortable or prestigious; it must beinspiring, photogenic, and carry a strong identity. Every detail, from furniture to lighting tothe customer experience, must tell a coherent story.
But beyond aesthetics, authenticity has become a decisive criterion. These customers areparticularly sensitive to the sincerity of brands. They value establishments thatdemonstrate a clear vision, strong values, and a genuine intention behind every choice.Empty marketing messages or unfulfilled promises are quickly identified and rejected.Conversely, a brand that is able to demonstrate coherence between its identity, its offer,and its customer experience earns their trust and loyalty.
This is precisely where many luxury hospitality brands fail. In trying to attract these new generations without questioning their fundamentals, they often offer superficial adaptations: a few touches of modernity, a stronger presence on social media, or occasional collaborations with influencers...