Are Gen Z Travelers Really Sustainable? The Perception of Sustainability in Hotel Choices

This study aims to explore the role of sustainability in the hotel choice of individuals belonging to Generation Z, a demographic increasingly recognized for its environmental consciousness and market influence. The research begins with a comprehensive theoretical framework examining Generation Z's perceptions regarding sustainability, focusing particularly on the impact of these elements on hotel preferences and the decision-making process in hospitality selection. A structured questionnaire was administered to a sample of 636 respondents from the Z-generation to investigate their perceptions about sustainability across multiple dimensions. The data analysis employs both descriptive and inferential statistical methodologies, including correlation analyses and multivariate statistical techniques to ensure robust findings. Furthermore, examining the results, this research found that Generation Z shows a moderate level of interest in sustainability as a driver of hotel choice, as reflected by the almost equal division in the survey respondents. Moreover, while this generation demonstrates high awareness of sustainability issues, this consciousness does not necessarily translate into actual practices and engagement in sustainable behaviors. Finally, there are important differences in the averages across the three sustainable dimensions—environmental, social, and economic—highlighting a particular focus of Gen Z on social and environmental dimensions, while economic sustainability factors receive comparatively less attention. These findings have significant implications for hotel management strategies and marketing approaches targeting this emerging consumer segment.