ZOOMING FORWARD

Gen Z embraces hospitality like no other generation.

Born between 1997 and 2012, Generation Z is not only the largest generation in the United States, but it is also the most diverse and digitally inclined. According to the American Hotel & Lodging Association (AHLA), as Gen Zers enter the workforce, many are interested in altruistic employers—a primary reason why the hospitality industry has caught the eye of 51% of the generation. This group brings with them unique insights into the digital landscape, along with an investment in social responsibility and professional altruism. If employers treat them well, they will be looking at the next band of well-informed, sociable, and committed industry professionals.

Why Hospitality?

Who is Generation Z?

Gen Z is the demographic cohort succeeding millennials and preceding Generation Alpha.

The AHLA says they spend more time online than any other generation, providing a level of media literacy unique to this generation.

45% of Gen Zers are already working part- or full-time, reflecting an interest in good pay and benefits from employers.

The top three things this generation looks for in an employer are ethical and altruistic standards , a fun and friendly environment , and equitable leadership, according to the AHLA. These characteristics are prominent in the hospitality industry, thus making it an attractive career choice.

51% of Gen Zers are interested in hospitality careers. Events manager and hotel manager are the top desired job titles within the industry, the AHLA reports.

Offering the Work Criteria

Gen Zers Care About

Getting the Industry on Gen Z’s Radar

72% 81% of Gen Zers learn about jobs from job websites (AHLA). of Gen Zers prefer email to communicate with employers (AHLA).

Focus on Compensation

» According to Salary.com, the average wage in hotel management with five years of experience is $112,966

» The median pay for a graduate with a hospitality management degree with less than a year of experience is $46,400, according to Business Management Degree.

» Glassdoor reports that the average wage for entry-level event managers is around $44,000

Getting the Degree

According to Data USA, 17,825 degrees in hospitality management were awarded in 2020 in the U.S.

Public two- and four-year universities are the most common institutions to obtain hospitality degrees.

Bachelor’s degrees are the most frequently sought type of degree when pursuing hospitality management.

Median tuition for in-state public institutions is $6,429

The three institutions that awarded the highest number of hospitality management degrees in 2020 are Florida International University, University of Central Florida, and University of Nevada, Las Vegas.

Pay and benefits

Engaging work

Opportunity for career growth

Flexible work hours

Better Travel For All

» IN 2021, VISIT VISALIA embarked on an initiative to transform the Visit Visalia office into a Certified Autism Center. This project inspired a citywide initiative that designated Visalia as the first Certified Autism Destination in the country.

The central California city, situated at the base of the Sierra Nevada Mountains, is the gateway to Sequoia and Kings Canyon national parks. It is an agricultural powerhouse with abounding crops including almonds, grapes, and Valencia oranges. The suburb is also the county seat for Tulare County and offers a fast-growing hospitality scene and a pedestrian-friendly downtown area, says Suzanna Bianco, tourism marketing director for Visit Visalia.

The designation as an autism destination was the result of working with the International Board of Credentialing and Continuing Education Standards (IBCCES) to develop a program of training to teach staff at restaurants, hotels, attractions, and venues across the city about what autism is and how to better accommodate the needs of autistic visitors. The IBCCES determines each certification through on-site reviews of each property and the training of staff.

As a destination marketing organization, Bianco notes that Visit Visalia wanted to make travel more accessible to all people, regardless of ability. “When we approached our partners about this initiative, they jumped in with both feet—they were very supportive and [wanted] to get on board.”

After receiving the certification, various measures were taken to enhance the traveler experience at these certified properties, including sensory guides with photos and descriptions about what to expect at the destination. Details like this make a new place feel less jarring to visitors with sensory disabilities and allow them to acclimate to the environment before arrival.

Visit Visalia also offers the Hidden Disabilities Sunflower Program, which produces pins, lanyards, and rubber bracelets for visitors to wear at partnering restaurants, venues, or hotels to discreetly indicate a hidden disability they or someone they are traveling with may have.

“This just underscores the concept that [Visalia] is a friendly, welcoming community, and [we] want all people to feel comfortable traveling here,” says Bianco. visitvisalia.com

San Diego Welcomes the Best and Brightest

While San Diego has long been a destination for leisure travel, the San Diego Tourism Authority’s new meetings and events campaign seeks to target industry professionals and emphasize the coastal city as the “it” spot for professional gatherings.

“There is so much great brain power and innovation in San Diego,” says Kavin Schieferdecker, chief sales officer for the organization. The new campaign, Meet America’s Brightest City, launched mid-2022 and highlights the sunny weather and bright minds of the people that call San Diego home and reflects a sense of growth and sincerity for industry visitors.

“[The goal] is to position San Diego as a great place for corporate events in addition to association meetings,” notes Schieferdecker. With thousands of hotel rooms to choose from and myriad event spaces like the San Diego Convention Center, the campaign only seeks to “[offer] more of a reason to book San Diego.” sandiego.org

Golf And Gather In The Valley

» IN THE SOUTHERN END of the Santa Ana Mountains in the Temecula Valley southeast of Los Angeles sits Cross Creek Golf Club. Home to a 72-par championship course and full practice range, plus an on-site eatery for quick bites, the club now features an event space for gatherings.

“It really reflects and brings out the scenery of the area,” says Scott Black, general manager of the property. The new space, The Oaks at Cross Creek, boasts 3,000 square feet of open, flexible space for events as intimate as 30 to as large as 200. “The space overlooks the entire [Temecula Valley] with California oaks set behind you,” he notes. There is also a nearby stone patio landing overlooking the golf course perfect for a bar and high-top tables for cocktail hours and other social gatherings.

Following the addition of the event space, a refresh of the club house will begin in the next few months, followed by a renovation and expansion of the eatery into a full-service bar and restaurant—all slated to be completed this year. Currently, guests can stop by the restaurant for quick bites including breakfast sandwiches, wraps, and hamburgers. The eventual renovation will focus on elevating all kitchen spaces as well as partnering with local chefs to create a menu that guests will savor. The attached deck overlooks the valley, and the practice range will also receive an upgrade.

“We are only 10 minutes from the freeway and from [downtown Temecula], but when you get out here, you feel like you are in a whole new state,” Black says. “You feel [like] you have just taken a three-hour road trip and [arrived] somewhere majestic, beautiful, and completely away from the big city.” crosscreekgolfclub.com