Attracting & Retaining GenZ Talent in Luxury Hospitality An Industry Report.

Abstract

Generation Z (born between 1997 and 2012) is entering the workforce in large numbers and is projected to become the dominant employment cohort by 2030. For the luxury hospitality industry, this generation presents both immense opportunities and significant challenges. Gen Z hospitality workers are digitally fluent, socially conscious, entrepreneurial, and ambitious. At the same time, they demand rapid career progression, flexibility, authentic inclusivity, and alignment with their personal values. This report draws on findings from a recent BU study of international luxury hotels, exploring how recruitment, selection, and retention strategies are evolving to attract and engage Gen Z employees. Key findings highlight that Gen Z expects digital-first recruitment, streamlined selection processes, strong employer branding, and visible commitments to inclusivity and well-being. However, unrealistic expectations around pay and promotion, combined with a competitive job market, pose serious retention challenges. The report provides evidence-based recommendations for luxury hotels: investing in employer branding, accelerating selection processes, designing structured onboarding, enhancing learning and career pathways, prioritising well-being, and embedding inclusivity. Doing so will not only secure Gen Z talent but also reinforce the long-term resilience and reputation of the hospitality sector.