There’s a lot of talk about Gen Z, but if we’re honest about it, most of it comes from people who either aren’t in or don’t really understand the generation.

The result is a series of myths that most people seem to hold as absolute truths, and while these might make for good clickbait headlines or after-dinner rants, they can also lead your hospitality brand astray if they filter into your strategy meetings and daily conversations.

You’re in the business of creating experiences that people crave, remember, and, if you get it right, TikTok and Instagram the living hell out of.

But if you’re holding onto outdated assumptions about Gen Z, you might be missing out on the next wave of loyal customers.

So, let’s bust a few of the biggest myths out there and, more importantly, show you how to turn that newfound wisdom into a stronger, more resonant brand.

Myth 1. “Gen Z Are Glued to Their Devices 24/7”

The Myth

Many believe that Gen Z live their lives through their smartphone and only care about virtual or digital interactions.

While it’s true that Gen Z spends a lot of time online, this myth overlooks their desire for real, physical experiences. Especially as a large chunk of this generation missed key socialisation moments because of the pandemic, the idea they only do things online is crazy.

This assumption can hold a hospitality brand back by focusing too much on digital interactions and neglecting the in-person experience.

The Truth

Gen Z craves authentic, immersive, and shareable experiences that blend the physical and digital worlds. In hospitality, this means being easy to discover online via TikTok, while creating spaces that tick all of the boxed with Gen Z from an experience standpoint.

For example, a restaurant could offer mobile ordering for convenience but pair that with in-person interactive experiences such as tableside service or immersive design elements to create memorable moments that pull Gen Z in.

Hotels could blend a smooth app check-in with personalized welcome kits that reflect the local culture, giving Gen Z the tactile experiences they love.

In other words: because Gen Z are going out even less, each physical experience means even more.

Myth 2. “Gen Zers aren’t brand loyal”

The Myth

Older generations often view Gen Z as fickle or non-committal when it comes to brand loyalty.

This is because Gen Z have so much choice at their fingertips that they will just buy whatever is easiest, best value or coolest at the time.

The Truth

Gen Z values brands that prioritise sustainability, ethical practices, and inclusivity, and will stand by the brands they do choose for a very long time.

In hospitality, this can translate to using locally sourced ingredients, designing eco-friendly spaces, or being transparent about your environmental impact.

For example, restaurants can focus on creating seasonal menus with locally sourced produce, and hotels can incorporate sustainable building materials or zero-waste practices. 

When your brand’s values are authentic and clear, Gen Z will notice and remain loyal.

“Gen Z Only Cares About Aesthetics for Social Media”

The Myth

While social media plays a significant role in Gen Z’s life, the idea that they only visit places for content isn’t true.

Hospitality brands that lean too heavily into social media aesthetics without delivering on the actual guest experience may find themselves underwhelming their Gen Z clientele.

The Truth

Gen Z uses social media to discover brands, but they seek out real-life experiences that match what they see online. 

Take the example of The Museum of Ice Cream - it’s highly Instagrammable, but the in-person experience is what keeps guests coming back.

Similarly, restaurants and hotels should offer more than just a pretty backdrop, thinking about the link between colour and psychology to boost moods and create spaces that Gen Z truly love. 

Design your spaces to be visually engaging, but ensure that the experience - from the service to the food - delivers on quality and takes the emotional journey into account.

A beautifully plated dish might attract attention on Instagram, but it’s the taste and service that will bring them back.

Conclusion

One small misheard idea about Gen Z’s attitudes, behaviours or desires could lead to a complete wrong turn for you and your brand.

And even when you do know something to be true, it’s vital to make sure the implications of that are considered and not misunderstood.

Times are tricky in the hospitality market, and accuracy will pay dividends.