GenZ pushes hospitality firms to expand with unique travel experiences

Araiya Hotels, Hyatt and Airbnb are expanding in India as GenZ travellers seek authentic, spiritual, adventure and wellness experiences, driving demand for unique stays

The GenZ, with a growing penchant for off-the-beaten experiences, has made hospitality companies sit up and take note of their wishes.

 

Many chains are expanding presence in the country, while serving unique experiences that draw interest from the younger consumer cohort.

 

Araiya Hotels, helmed by Leela Hotels scion Amruda Nair, has witnessed an interest in well-rounded wellbeing getaways from the new crop of GenZ travellers.

 

The chain, which currently operates four properties, Gir, Palampur and two in Uttarakhand, plans to reach 10 properties by the end of the ongoing financial year.

 

As part of the expansion, the company looks to establish unique hotels with no particular niche. This allows them to offer a multitude of experiences from one single property.

 

Take for example its Gir resort, which allows for wildlife tourism, also lends itself to spiritual tourism with its proximity to Somnath. The Palampur property allows guests to experience adventure tourism with hiking and trekking trails around it, while also allowing for spiritual tourism due to its proximity to the Tashi Jong monastery.

 

“What’s interesting is that a younger audience that’s also seeking this. Even if you look at pilgrimage travel and religious travel, it’s also a younger audience. As much as 30 per cent of the religious travellers are between the ages of 25-35,” Nair told Business Standard.

 

The hospitality player is majorly working with first time hotel owners who can turn into long term partners.

 

Not just Araiya, other hospitality chains are also increasingly focussing on growing revenues on the back of the younger consumer.

 

In an interview with Business Standard earlier this year, Airbnb Chief Financial Officer, Ellie Mertz said that the company will look at expanding into experiences as a way of tapping into the younger consumer base.

 

“The idea is to go beyond the traditional landmarks list that a destination may have to offer and offer something local and authentic,” she had said.

 

Hyatt hotels has also identified five cornerstones for growth -- luxury, loyalty, leisure, lifestyle, and wellness -- being driven by the genz consumer.

 

“Our population is only getting younger and everybody wants to enjoy and they are not saving for tomorrow, they are spending to live today. That mindset itself is driving leisure and luxury travel in the country,” Sunjae Sharma, managing director for India and Southwest Asia at Hyatt hotels had told Business Standard earlier this year.