As the hospitality industry grapples with growing talent shortages, a new generation is stepping into the spotlight: Gen Z. These digital natives bring fresh expectations, a strong sense of purpose, and a desire for meaningful engagement at work. However, attracting and retaining them requires a shift in mindset.
Drawing from recent research (El Hajal & Losekoot, 2024), Georges El Hajal gives five actionable strategies hospitality businesses can use to appeal to Gen Z talent:
- Offer Flexibility That Works for Them
Gen Z values autonomy. Flexible working hours, hybrid roles, and personalised career paths are not just perks; they are expected. Start by surveying your team to understand preferences and design a phased approach to implementing flexibility.
- Make Technology an Ally, not a Barrier
Whether using AI in customer service or leveraging digital tools for training, technology should enhance and not complicate the work experience. Hospitality employers should invest in training programmes that make digital tools accessible and meaningful.
- Prioritise Growth and Learning Opportunities
Structured internships, mentoring programmes, and clear performance feedback mechanisms help Gen Z feel supported. Educational partnerships that offer real-world experience can bridge the gap between classroom and career.
- Foster Cross-Generational Collaboration
Implementing “mentor-mentee” programmes or job shadowing initiatives allows Gen Z to learn from experienced professionals and bring in fresh insights from the next generation.
- Align with Their Values Through Purpose-Driven Culture
Gen Z wants to work for organizations that stand for something. Open communication, social responsibility, and transparency about your mission make your company a more attractive workplace.
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By rethinking how we attract and engage Gen Z, we do not just future-proof our workforce, we reshape the future of hospitality for the better.
Research paper
The strategies outlined above are derived from recent research by PhD candidate Georges El Hajal and Dr Erwin Losekoot (El Hajal, G., & Losekoot, E. (2024). Gen Z talent management: Hospitality industry insights. Journal of Human Resources in Hospitality & Tourism, 24(1), 139–162. https://doi.org/10.1080/15332845.2024.2405790). For a visual summary of this insightful research, take a look at the graphic here: GenZTalentManagement