The new guest—the Gen Z traveler—isn’t just searching for comfort; they’re looking for connection. And for independent hotels without the backing of global brands, that connection often begins (and ends) on a screen.
Gen Z, born between 1997 and 2012, is poised to represent 45% of luxury purchases in 2025. And unlike previous generations who relied on travel agents or family recommendations, Gen Z begins their hotel journey on TikTok, Instagram, or YouTube—often at midnight, long after the concierge has clocked out.
In this new "situation", round-the-clock responsiveness isn’t a tech upgrade. It’s a survival strategy (or call it hospitality 'Rizz').
The Funnel’s Been Replaced with a Feed
We broke this down in our blog, Why the Marketing Funnel Doesn’t Work in a Gen Z World—but here’s the short version: the old funnel is dead. Gen Z doesn’t move from awareness to booking in neat, linear steps. Their journey is messy, emotional, and social by design.
It might start with a TikTok, detour through Instagram Stories, touch down on Google Reviews, and bounce into your DMs before they ever tap “Book Now.”
That “mess” isn’t bad. But it does mean one thing: If you’re not there when the scroll turns into intent, you’re invisible.
The Vibe Check Is Real—and It’s Happening in Your Inbox
Let’s set the tone clearly: this is a generation fluent in vibes. According to a 2025 National World report, 77% of Gen Z travelers book hotels based purely on aesthetic appeal—the "vibe check," as they’d say. Think moody lighting, architectural lines, sunrise views through floor-to-ceiling windows.
But beyond the aesthetic, what they seek most is real-time interaction.
This is a demographic that messages your Instagram at 2 AM, screenshots your Stories, and ghosts if no one replies. A 2023 Expedia study found that 53% of Gen Z travelers look to social media for travel inspiration—a stat that beats even family and friend recommendations. That means your social presence isn’t a side hustle. It’s the first (and often only) touchpoint in your guest experience.
Miss the Message, Miss the Moment
Call center trends and guest messaging data show that up to 50% of hotel inquiries come in after hours, between 5 PM and 9 AM. These aren’t just “likes”—they’re real-time questions about availability, amenities, upgrades, or yes…complaints.
Here’s what that looks like by hotel size:
Hotel Size: Small (50–100 rooms)
Avg. Nightly Messages: 20–40
Hotel Size: Medium (100–200 rooms)
Avg. Nightly Messages: 50–75
Hotel Size: Large (200+ rooms)
Avg. Nightly Messages: 75–150
On average:
- 25–30% of these messages are booking inquiries
- 8% are unresolved complaints
If even a third of those booking inquiries convert, you’re potentially leaving $1,000–$14,000 on the table every night just by not replying fast enough.
Real Hotels, Real Losses—or Wins
A boutique coastal property in Key West, saw one TikTok of their cliffside firepit go semi-viral. It racked up 40,000 views and 150 DMs—90% of which came in after 9 PM. With no one available to respond, 20+ booking inquiries went unanswered. Thousands in revenue? Gone.
Compare that with a luxe mountain resort in Colorado. They implemented a smart automation to manage after-hours DMs. It didn’t just reply—it converted. In its first month, it turned 35 inquiries into bookings worth $14,000 and flagged three negative reviews before they spiraled.
The cost? $12,000 a year. The return? Game-changing.
Smart Ways to Stay Awake (Without Burning Out)
You don’t need to pull an all-nighter. You just need a plan. Here’s what that can look like:
Part-time Night Staff
Est. Annual Cost: $30,000–$50,000
Potential ROI: Saves $200K–$500K
Agency Outsourcing
Est. Annual Cost: $20,000–$40,000
Potential ROI: Scalable, consistent quality
Automation
Est. Annual Cost: $5,000–$15,000
Potential ROI: Handles volume + flags high-risk cases
Start Here
Audit your current off-hours engagement.
Identify peak windows—think check-in/check-out times, weekends, late nights.
Choose your path: in-house, agency, or hybrid AI + human escalation.
Train your tone: warm, polished, present & (most important) 'human'—not robotic.
Schedule smart: Post content between 7 PM–11 PM, when Gen Z is most active.
In a Nutshell
Today, the experience starts long before a guest ever walks through your lobby. It starts in a DM. In a comment thread. In how quickly (and thoughtfully) you answer a midnight question.
Independent hotels don’t need to shout louder or spend more. They just need to show up, especially when no one else is.
Because modern luxury isn’t just about the view.
It’s about who’s still listening after dark.
