T
o effectively market your property, it’s vital to reach everyone, not just the generations that currently spend the most on traveling and hotel stays. Building loyalty and connection with emerging consumers will pay off in both the short term and the long run.
Generational marketing involves tapping into the values, engagement habits, and favorite channels of each age group. Of course, it’s important to remember that people born within the same decade or so aren’t a monolith with identical traits and preferences. Still, understanding the overall identities and habits of each age group can help you fine-tune your strategies for marketing to different generations.
Here we offer tips for marketing to four generations, from Gen Z to Baby Boomers.
Gen Z (Born 1997–2012)
Generation Z values authenticity, personalization, and social awareness. As digital natives, they are typically drawn toward striking visuals, interactive content, and brands that aren’t afraid to step outside the box. Gen Zers are almost all on social media, so that’s where you’ll reach them — they use TikTok and YouTube as search engines for recipes, shopping, and even news updates. Try these approaches across various social media platforms to gain traction with this generation of emerging consumers.
Marketing Dos
- Do promote engagement and interactions. Share a quiz on Instagram asking about their favorite ways to relax, ask for input naming a new seasonal cocktail, or consider working with a Gen Z influencer. When users comment or ask questions, respond promptly with relevant information or appreciation.
- Do expand your social media marketing beyond the basics. Establish a presence on some of the new social media platforms this generation is gravitating toward, (think Bluesky and Threads).
- Do give them highly visual, behind-the-scenes glimpses of your destination, such as pictures of new amenities, a video tour of your luxury spa, or an Instagram story about a special event or holiday party. You might even turn over your social media for a day or two to a savvy Gen Z staff member who can give viewers an inside look at your property from their POV.
Marketing Don’ts
- Don’t try to hop on Gen Z trends or lingo. For one thing, they come and go like the wind, so if you flub the timing, your post or campaign will bomb. Getting the tone wrong is also a big no-no; Gen Z followers will call it out right away (and potentially unfollow you).
- Don’t virtue-signal. In other words, show them your property’s commitment to sustainability or social values rather than talking about it. Share a video highlighting the line of organic beauty products used in your rooms, profile a local farmer who provides fresh veggies for your restaurant, or share photos of a fundraiser you hosted for a nonprofit whose cause you genuinely care about.
- Don’t veer away from being quirky. Instead, lean into what makes your destination unusual or even weird, like a haunted room, an odd architectural feature, or a surprising phase in your property’s history. Whatever sets you apart from the crowd will pique Gen Z’s curiosity.
Millennials (Born 1981–1996)
Like Gen Z, Millennials respond to marketing that feels genuine and personalized, and they respect brands that are transparent and socially responsible. While this generation is comfortable on social media, they spend less time there than their younger siblings, and they’re not opposed to opening an email or two. User-generated content and reviews are particularly important for this age group; they want to know what their real-life peers are saying on forums like Reddit and OpenTable. Here’s how to reach Millennials using a generation-based content strategy.
Marketing Dos
- Do tap into the power of user-generated content (UGC) to sway Millennials. Encourage reviews by providing a QR code to your Google My Business site at checkout and/or sending them an email follow-up asking about their stay — invite them to send photos, too! Then, splash their testimonials across your website and social media.
- Do build connections in Reddit communities. Unlike most social media platforms, which saw slight drops in engagement over the last year, Reddit reports a 50% growth in active users between 2023 and 2025. In large part, this shift is thanks to users’ desire to get advice from other humans rather than AI bots. Instead of overtly promoting your property, offer expertise about your destination and region on relevant subreddits, like r/hotels, r/LuxuryTravel, r/travel, or more niche communities, such as r/solotravel or r/roadtrips.
- Do create and share valuable content tailored for this generation, like a blog post on traveling with the whole family, an email focused on amenities and menus for kids, or a video of your chef whipping up a special dinner entrée or a quick breakfast smoothie.
Marketing Don’ts
- Don’t waste their time. Millennials are currently the most likely to hold full-time jobs and raise young children, so they don’t have a lot of free time to spare researching. Include FAQs, clear and concise announcements of special offers, and informational graphics across your Millennial marketing efforts.
- Don’t forget about the kids: Market family-friendly amenities and feature families in your imagery. But you can also tap into busy Millennials’ desire to get away from it all once in a while, with emails and social posts sharing romantic weekend packages that “aren’t just for newlyweds.”
- Don’t assume Millennials aren’t on TikTok. In fact, they make up the largest percentage (35%) of all the demographics on the app, even higher than Gen Z at 25%. They may not spend as much time there, but it’s still an effective way to reach them.
Generation X (Born 1965–1980)
Gen X consumers are perhaps the most flexible of the generations. They’ve embraced digital spaces but are still happy to engage with “old-fashioned” media like magazines and direct mail. Independent and adaptable, with a higher income than other age groups, Generation X seeks quality and comfort, and if they like what they get, they’re your customers for life. This generation spends more than other age groups on luxury hotels, so if your strategy involves marketing to different generations, put Gen X at the top of the list.
Marketing Dos
- Do use all the channels at your disposal, including direct mail, email, magazine ads, social media, and review sites. Gen X is conversant across both new and traditional marketing mediums, and they’re comfortable engaging on various platforms. Consider a seasonal campaign that encompasses everything — a postcard, social posts, an email series, and paid media.
- Do find ways to push this generation’s nostalgia buttons, as they have longstanding emotional connections to the 1970s, ‘80s, and ‘90s brands of their youth. Play into this by using vintage-style graphics and fonts on ads and direct mail, and referencing pop culture and products of those eras in lighthearted social posts.
- Do fine-tune your SEO and AEO (Answer Engine Optimization), as Gen X uses both traditional search engines and chatbots to get their questions answered. That means exploring strategies to get your property to show up in Google AI snippets and on bots like ChatGPT, Gemini, and Claude.
Marketing Don’ts
- Don’t hesitate to spotlight luxury. A 2025 Bank of America Institute report found that Gen X accounts for the largest share of luxury purchases, including high-end hotels (with older Millennials close behind). Invest in professional photo shoots that highlight the sumptuous aspects of your destination, from sophisticated desserts to plush bedding and a fully equipped gym.
- Don’t underestimate Gen X’s dedication to their values when it comes to their spending choices. They may not be as overtly political as Gen Z or Millennials tend to be, but they put their money where their morals are. Be transparent and authentic in your messaging to this generation.
- Don’t betray their trust. Unlike Gen Z and Millennials, who grew up with a cancel-culture sensibility, Gen Xers often find what they like and stick with it. To build their allegiance, run campaigns that highlight your excellent customer service and the benefits of your loyalty program (and consider creating one if you don’t have it yet).
Baby Boomers (Born 1946–1964)
This generation prizes quality and reliability, and while they are most comfortable with traditional platforms, they’re more online than you might think. That doesn’t mean they’re tech-savvy or trend-focused, though, so keep digital communication clear and simple. Once you’ve engaged them, follow-through is essential for this age group. Here are more tips to keep in mind when marketing your destination to Boomers.
Marketing Dos
- Do communicate promptly and clearly. Boomers appreciate the basics — responsiveness and straightforward information. Use email and direct mail to provide them with classic promotions and messaging. When they reach out, respond immediately.
- Do splurge on larger investments like billboards, TV ads, and high-profile print publications targeted to this demographic, as they’re used to digesting promotional content in these formats.
- Do spend time and money on high-quality long-form content, including blog posts, advertorials, and more robust emails. Boomers are readers and often have more free time to peruse written content.
Marketing Don’ts
- Don’t focus on trends. Boomers aren’t interested in what’s hot or not, or the meme of the moment. They’re usually won over by brands with longevity and history. Showcase your property’s story, staying power, and return visitors on your website and in email campaigns.
- Don’t get too cutesy with puns or pop culture references. Instead, emphasize value statements, beautiful visuals, and up-front messaging about what makes your destination stand out from the rest.
- Don’t disregard the impact of Facebook for marketing to Baby Boomers. 88% of them use it regularly. Post vibrant photos, share your blog entries, and make announcements about specials and updates.
Need help fine-tuning your marketing strategy for different generations? Contact us to learn how our brand strategists can help you earn lifelong customers of any age.