| Summary: | The purpose of this paper was to explore the travel characteristics of Indonesian Generation Z towards hotel choices consideration and to define Gen Z’s perceptions in choosing hotel attributes according to their educational level and place of origin. This paper used a quantitative method. A survey questionnaire was used as primary data source. A sample of 313 respondents were obtained from four educational institutions in Jabodetabek area. Data were analyzed using descriptive statistic and comparing means. The results show that the majority of Gen Z travel for spending their spare time leisurely. Upon choosing the hotel, Gen Z prefer local brands rather than international brands. Online travel agent are the main source for Gen Z to look up hotel information and to make a booking. The results also revealed that different Gen Z demographics lead to different hotel attribute preferences. Gen Z who are currently mainly in high school, diplomates, or studying for a bachelor’s degree, considered cleanliness as the most important attribute. While, security and safety was considered important only for high school and bachelor’s students. Meanwhile, according to place of origin, all Gen Z showed different degrees of attributes perception. This research provides recommendations for the hotel industry to better understand that different generations lead to different choices of hotel attributes. Therefore, to be able to accommodate this upcoming market, hotels must comply with each generational preference. Hotel’s then, must also consider the channel and media that are mostly chosen by Gen Z and the way Gen Z prefer to be contacted. Joint cooperation with online travel agents is also one of the best ways to promote a hotel.
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