Gen Z is transforming the global hospitality workforce while employers embrace their fresh perspectives and use innovative approaches to attract and retain these future leaders.
Val Delaney
Executive Vice President, Association of Destination Management Executives International (ADMEI)
In the heart of the world’s bustling cities and tranquil countryside, the hospitality industry is undergoing a transformative resurgence. As the demand for travel and in-person events surges, a new generation is stepping into the limelight, ready to leave its mark on this ever-evolving landscape. This generation is none other than Gen Z — the digital natives poised to redefine service excellence on a global scale.
The stage is set for an extraordinary tale of growth and innovation. According to industry projections, the global hospitality sector is expected to reach a staggering $1.76 trillion by 2029. This astronomical figure isn’t just a number — it’s a testament to the industry’s resilience and the world’s insatiable appetite for travel and immersive experiences.
But beneath this rosy outlook lies a challenge that spans continents: the staffing gaps left in the wake of the pandemic. The United States’ pre-pandemic workforce of 16.9 million has nearly recovered, but the talent pool has shifted dramatically. Finding qualified candidates remains a universal hurdle.
Enter Gen Z, who can fill these gaps and bring a fresh perspective on communication and work culture. Unlike the generations before, Gen Z professionals are digital communicators, masters of brevity, and advocates for authenticity. They seek purpose, value flexibility, and are unafraid to weave their personal brand into their professional tapestry.
Adapting to the new wave
To harness the potential of this new cohort, the industry must evolve, crafting robust training programs and aligning with Gen Z’s values. But it’s not just about adapting to their style — it’s about embracing it. From leveraging job boards and industry resources to offering mentorship and hands-on learning opportunities, the hospitality sector is poised to welcome these young professionals with open arms.
Building bridges within the industry is more crucial than ever. As we look to the future, collaboration and partnerships will be the cornerstone of overcoming challenges and sparking innovation. By connecting academic institutions, local businesses, and industry associations, we create a network of support and shared wisdom that can only strengthen our collective future.
Inspiring the next generation
But let’s not forget the importance of early exposure to opportunities. A robust hospitality curriculum, internships, and industry events are essential in igniting the passion of future talent. Association of Destination Management Executives International (ADMEI) is leading the way in all these areas in its Campus to Career program by providing Destination Management curriculum to academic programs, scholarships, and mentorship programs for students, and championing the creation of internships with Destination Management Companies (DMCs) worldwide.
By offering a glimpse into the diverse career paths available, from event design to destination management, we’re not just preparing students for a job — we’re inspiring them to become the architects of their own careers.
As we embark on this journey together, let’s remember that the future of hospitality shines bright. It’s a future where personalization and creativity are not just desired but expected. By investing in Gen Z and fostering a culture of collaboration, we’re not just future-proofing the workforce — we’re crafting a narrative of resilience, skill, and unwavering passion for the art of hospitality.
