Tomorrow's guest: how will you make a difference today?

The world of hospitality is changing at lightning speed. The hotel guest of tomorrow - Gen Z and even Generation Alpha - is digitally savvy, demanding and constantly looking for unique experiences. Convenience, speed and customisation are no longer a luxury, but a basic requirement. Yet the real power of hospitality still lies in human attention and personal contact.

Philosophising at the hotel bar

Imagine sitting at the hotel bar, enjoying a carefully prepared cocktail, while soft music creates a pleasant atmosphere. We talk about our wonderful profession, hospitality, and look ahead together. What does our future look like? What do our guests expect from us in the future? And above all: how do we ensure that guests are not only satisfied, but take home lasting memories? Special moments in life often take place in hotels and restaurants: birthdays, anniversaries, but also farewells and reunions. It is precisely at such moments that hospitality is all about sincere attention. How do you turn these moments into unforgettable experiences?

Technology cannot replace heat

Of course, tomorrow's guest will arrange more and more via their smartphone: from reservations and check-in to check-out and payment. But technology can never replace warmth and personal contact. True hospitality is about seeing, hearing and acknowledging your guest as an individual, not just as a customer.

Unique experiences and stories

Want to impress prospective guests? Think in experiences and stories. Organise unique dinners that suit your region, offer surprising workshops or tell inspiring stories about your hotel. Doesn't your hotel have a rich history, like Hotel De Wereld in Wageningen? Then create your own story around your values, vision and hospitality philosophy. Look at Thermen Berendonck near Nijmegen, for example. The team there is specially trained to really connect with guests. This goes much further than just providing service; it's about creating a real experience.

Small gestures, big effect

Sometimes hospitality is in the smallest details. After a visit to Thermen Berendonck, we were given a house spray with the scent of the hotel. A simple gesture with a big effect: it prolongs the memory of the stay and strengthens emotional involvement.

What can you do today? Start simple:

- Provide simple tips in the room on how guests can contribute to sustainability (e.g. by reusing towels).

- Use digital confirmations and apps to personally welcome guests: "Welcome back, your favourite room is ready!"

Dates and the personal interview

While data helps you get to know your guests better, the real, personal conversation remains indispensable. Encourage your staff to share great stories: guests are looking for atmosphere, authenticity and inspiration, not just a comfortable room number.

Finally, a reading tip: "Influence" by Robert Cialdini. A must-read for those who want to better understand how to influence guests in a positive way.

Tomorrow's guests may be faster, more digital and more critical-at the end of the day, they too want to be touched. Through sincere attention, personal gestures and unique experiences, you can really make a difference. How do you make a difference in your hotel? We are curious to hear your story.

Kind regards from Sven and Jeannine

Jeannine Sok is the owner of Gastology. Through this hospitality philosophy and training method she developed, she helps people optimise hospitality. 

Sven Heijkoop is a hospitality entrepreneur, maître, sommelier and itinerant footman with the Royal Household. He opened a bistro in the centre of Den Bosch in July 2024.