The Generational Compass in Hotel Operations

A Study by Heilbronn University of Applied Sciences in Collaboration with Straiv

"The future, especially for independent and boutique hotels, belongs to intelligent synergy: technology handles administration, while humans focus on high-value personal interaction."

Alexander Haußmann.

CEO of Straiv

Digital transformation meets guest needs - But what really drives the different generations?

Whether Gen Z, Gen X, or “Best Agers”: Acceptance of digital hotel services is high, but the expectations and concerns of these age groups could hardly be more different. While younger guests demand maximum autonomy, older guests fear the loss of a personal touch.

Our new empirical study - conducted in collaboration with Heilbronn University - provides you with valid facts and clear guidance on how to digitize your hotel in a way that’s future-proof and tailored to all generations.

✓ Exclusive study results from 154 hotel guests

✓ Analysis of concerns and barriers by age group

✓ Concrete guidelines for the hybrid Guest Journey

You'll find out in the White Paper:

  • 2026 Study Results: Real Data on Trust, Security, and the Benefits of Digital Services.
  • A Comparison of 3 Age Cohorts: Expectations and Barriers Among Those Aged 18–35, 36–53, and 54+.
  • The Hybrid Approach: How Technology Takes Over Administrative Tasks, Giving Your Employees More Time to Focus on People.
  • Checklist for getting started: How to choose the right focus for your hotel.