From Boomers to Gen Z: Why Hotels Need A Unified Guest View

Guest expectations change with each generation of traveller. From digital-native Gen Z to experience-led Baby Boomers, each generation engages with hotels in fundamentally different ways. 

Agilysys research showed that while Gen Z and Millennial guests often expect seamless, mobile-led experiences such as digital check-in, older age groups tend to approach technology more selectively. Guests aged 35 and over generally value digital convenience but still prefer human interaction for more complex or nuanced requests. And those aged 55+ demonstrate the lowest overall preference for technology yetrespond positively when it is used to enhance rather than replace personal service.  

These differing expectations have implications for how technology is deployed across a property. The generational divide is not just about age; it is about preference, including how guests want to book, check in, request services, and engage with staff. Without a clear, unified understanding of those preferences, hotels risk offering experiences that feel either overly digital or unnecessarily manual. 

Rather than enforcing a single, standardised journey, hotels must design experiences that accommodate a range of preferences, ensuring implementation is strategic, well-thought-out, and supports both choice and flexibility.  

With that in mind, generational disparity presents an opportunity. By using data to understand how each guest prefers to engage, hotels can bridge the gap between satisfaction and loyalty through targeted personalisation - transforming generational insights into revenue growth and delivering experiences that feel genuinely tailored to each individual guest.  

More Intelligent Systems, Not Just More Tech 

Addressing the generational divide requires more than adding new technology. Hotels need a holistic view of each guest that captures how they prefer to engage across the property - whether that is digitally, in person, or a blend of both. Fragmented systems lack this insight.  

Agilysys’ Intelligent Guest Profile creates a unified view of each guest’s preferences, behaviours, and interaction history across systems.  When a returning guest who previously dined at the hotel restaurant visits again, the historical data is already available in their profile. 

This allows staff to anticipate dietary preferences or suggest menu items aligned with past choices, whether the guest is ordering digitally or speaking directly with a waiter. But the real value here lies in understanding how each guest prefers to engage with the property, and then selecting the right technology to support that preference. For example, if the guest profile indicates a Baby Boomer couple who typically interact in person, staff can be prepared to greet them on arrival and provide a more traditional, polished check-in experience. Conversely, if a Gen Z traveller has only engaged with the property online and previously opted for digital services, the hotel can prioritise mobile check-in, digital keys, and app-based communication, creating an experience that feels natural and frictionless to that guest. The technology adapts to each guest, providing ultimate choice and flexibility. 

Without Intelligent Guest Profiles (IGPs) pulling data from PMS, POS, spa bookings, and other systems, staff are left with incomplete information. Data fragmentation makes it difficult to harness preferences or deliver personalised experiences, regardless of how guests choose to interact. 

The generational divide in hospitality is reshaping guest expectations and loyalty. Hotels that invest in intelligent, integrated systems gain the flexibility to serve each guest in a way that works for them. By using smarter technology to achieve a holistic view of every guest, teams are empowered to deliver experiences that feel both personalised and authentically human - driving stronger loyalty and higher revenue.  

Read the full digital divide report here.