In the ever-evolving landscape of digital marketing, one thing is clear: YouTube is Gen Z’s platform of choice. Born between the mid-1990s and early 2010s, Gen Z has grown up with smartphones in hand and an insatiable appetite for video content. For hotels looking to connect with this influential generation of travellers, having a strong YouTube platform is no longer optional—it’s essential.
How Gen Z Uses YouTube
Unlike previous generations, Gen Z doesn’t just consume video for entertainment: they use it as a primary source of information, inspiration and decision-making. YouTube’s role in their daily lives can be summed up in three core behaviours:
1. Discovery & Research
Gen Z uses YouTube to explore new destinations, learn travel hacks and watch hotel reviews. Instead of reading lengthy articles or relying solely on booking sites, they prefer seeing authentic video content that demonstrates what an experience feels like.
2. Community & Connection
This generation values authenticity and relatability over glossy advertisements. They subscribe to creators whose personalities they trust, and these influencers shape travel preferences. Whether it’s a backpacker vlogging from Bali or a luxury traveller showcasing five-star suites, YouTube acts as a bridge between real experiences and audience aspirations.
3. Entertainment Meets Education
For Gen Z, the lines between entertainment and learning are blurred. Tutorials on “how to travel Europe on a budget” or “hidden gems in Tokyo” are as engaging as Netflix shows. They’re entertained while also building travel knowledge—making YouTube their go-to platform before booking a trip.
Why Hotels Should Leverage YouTube
Gen Z is quickly becoming the dominant force in travel spending. According to industry data, they prioritise experiences over possessions and travel ranks high on their list of investments. To attract this market, hotels need to show up where Gen Z is already watching: on YouTube. Here’s how hotels can harness the platform effectively:
1. Create Immersive Video Content
High-quality room tours, behind-the-scenes glimpses of staff culture or local destination guides can make a hotel feel more approachable. Gen Z wants to see more than staged photos—they want to imagine themselves there. A well-edited two-minute video showcasing sunrise views from a balcony will resonate more than a static brochure.
2. Collaborate with Creators
Partnering with travel vloggers and micro-influencers is a powerful way to gain credibility. Their followers trust their opinions and a video feature can put your hotel directly in front of thousands of highly engaged viewers.
3. Leverage Shorts & Trends
YouTube Shorts are exploding among Gen Z audiences. Quick, engaging clips—like a “day in the life” of a guest or a 15-second highlight reel of amenities—tap into their fast-scrolling behaviour while sparking interest to learn more.
4. Showcase Sustainability & Values
Gen Z cares deeply about sustainability and social responsibility. Use YouTube to tell stories about eco-friendly initiatives, community partnerships or cultural authenticity. These values often influence booking decisions as much as price or location.
In Summary
YouTube is more than a video platform—it’s a discovery engine and trust-builder for Gen Z travellers. Hotels that embrace video storytelling, collaborate with creators and highlight authentic experiences will not only capture attention but also build lasting brand loyalty.
At Aró we can help hotels design YouTube strategies that resonate with Gen Z audiences—turning views into bookings and casual browsers into loyal guests. Contact us here to find out more.