Four Gen Z Travel Profiles: Which Guests Is Your Property Best Placed to Serve?

Ever had this happen? A guest looks to be in their twenties, but has exacting expectations: a hot spring bath, breakfast made with local ingredients, peace and quiet, and tips on hidden local gems. You wonder, “Why is this young person so demanding?” But look at it another way—they may be one of your ideal guests. Marriott International surveyed 2,800 affluent travelers in Asia Pacific and found that this generation isn’t “one type of person” at all, but four distinctly different traveler types.

Type 1: The discerning traveler (34%)

They want to feel “well taken care of.” These “traditionalists” care most about a property’s reputation, service quality, and attention to detail—“That feeling of being looked after is what makes a vacation.” The numbers: 91% say brand reputation influences their booking decision, 85% care about stay points and membership rewards, and 66% book one to two months ahead.

Takeaway for Taiwan guesthouse operators: Word of mouth, reviews, and service details that make guests feel ‘valued’ are key to winning this group over.

Type 2: Health-focused travelers (30%)

They see travel as an opportunity to “invest in their health.” It’s not about lying around doing nothing; it’s about yoga, hot springs, healthy breakfasts, and getting close to nature—that’s real relaxation. 97% use wellness facilities during their stay, and 57% are willing to pay extra for wellness treatments (compared with just 20% of general travelers).

What this means for Taiwan’s guesthouse operators: If your guesthouse is near mountains, hot springs, or organic farms, or serves breakfast made with local ingredients, these are powerful selling points for wellness-minded travelers. Make sure to explain them clearly in your listing.

Type 3: Quiet-seeking travelers (20%)

Think only older people want peace and quiet? Think again. These young travelers are hooked on their phones and tired of social media, so when they travel, they want to disconnect completely and get away from crowds. 100% of quiet travelers actively limit phone use (compared with just 63% of other travelers), 85% like off-the-beaten-path places that haven’t been ‘done to death,’ and 90% like private dining experiences.

What this means for Taiwan’s guesthouse owners: If your guesthouse is deep in the mountains, by the sea, or somewhere quiet and remote, don’t see that as a drawback. For travelers seeking peace and quiet, it’s your greatest advantage. You could even say, ‘We encourage you to put down your phone and truly enjoy the moment.’

Type 4: Heritage-Seeking Travelers (16%)

This group does not travel for photo opportunities, but for ‘feeling’ and ‘connection.’ They may visit their ancestors’ hometown, learn to cook a local dish, or take the whole family to experience a cultural festival. Half say destinations connected to their family roots are very important (compared with just 33% of travelers overall); 88% enjoy immersive experiences, and 65% are the family member who decides the travel budget.

What Taiwan guesthouse operators can learn: If your guesthouse has a history—or its location has a distinctive local culture—tell that story well. These travelers are willing to pay for the feeling that “you can’t find this experience anywhere else.”

There’s another major trend you should know about

The report also notes that affluent travelers are taking fewer trips but staying longer each time. That’s good news for guesthouse owners: if you can make guests feel their stay is worth extending, overall revenue will rise. Longer-stay guests are also usually more willing to experience local life in depth—just what Taiwan’s guesthouses excel at offering.

Key Takeaways

1. 1

   Four types, four sets of needs: discerning, wellness-focused, quiet-seeking, and heritage-seeking travelers each define a ‘good stay’ differently. First understand who your guesthouse suits best.

2. 2

   Wellness, nature, and local culture are shared priorities: Taiwan’s distinctive guesthouses often naturally offer all three. The key is communicating them clearly on OTA pages and in marketing materials.

3. 3

   Longer stays are an opportunity to increase revenue: Think about how to encourage guests to stay two or three extra days, turning one-off spending into an immersive stay.

‘Which kind of traveler would find my guesthouse most appealing?’ ‘I have local stories and cultural experiences, but don’t know how to get travelers to notice me.’ Get in touch with H&! We help guesthouse owners showcase their unique features on OTAs, develop pricing strategies for long-stay packages, and design value-added experiences—so travelers choose your guesthouse and don’t want to check out.