Gen-Z is going to cause a landslide in the hospitality landscape

Largest hospitality trade fair in the Netherlands focuses on current challenges

One of the challenges that hospitality entrepreneurs struggle with is appealing to a younger generation. The hospitality industry is all about people, both guests and staff. Because people drive change in the hospitality industry, it is very important to understand the new generations. At Horecava 2024, this will be reflected in all three main themes; innovation, sustainability and personnel. During Horecava, hospitality entrepreneurs will find answers to these questions, be inspired with new ideas and innovations and meet colleagues on the exhibition floor. Horecava 2024 will take place in the RAI Amsterdam from 8 to 11 January. 

Gen-Z: an innovative generation, including in the hospitality industry

Hospitality entrepreneurs are facing a massive staff shortage. At Horecava 2024, the topic of personnel will be discussed in detail. Special attention will be paid to Gen-Z, a generation with needs and habits that are new to many entrepreneurs. This requires a different approach in recruitment, selection and management. Gen-Z is enthusiastic and energetic, curious and decisive. Personal development and the search for their own identity is an ongoing process for them. They value freedom and flexibility much more than other generations. This generation does not mind working hard at all, as long as they know why they are doing it. A Gen-Z'er wants to know why something should be done, why in that way and why at that time. Responding to these needs is important for hospitality businesses, both in attracting new staff and in retaining good employees and treating Gen-Z'ers as guests.

Gen-Z is also known as the hospitality generation. They do not spend their money so much on a (buying) house or car, but rather on experiences and convenience. For Gen-Z'ers, it is quite normal to consume something outside or buy ready-to-eat products several times a day. A coffee to go in the morning, lunch at a trendy joint and a quick meal at a fast casual restaurant or pick-up at a supermarket to-go branch in the evening after work. This brings about a big change in the industry. Provide convenience and an 'instagrammable' experience to remain successful and connect with this generation. How do you position your hospitality business in such a way that you are and remain attractive as a hospitality business and employer?

Innovate to stay relevant

To be successful in today's entrepreneurial climate, it is essential to run a hospitality business professionally and business-like. The days when people could start a restaurant, B&B or café just because it seemed so nice to them are truly over. Horecava 2024 will focus on the three themes of personnel, innovation and sustainability. These are closely linked: sustainability cannot exist without innovation, which is pushed by staff shortages and sustainability goals. In addition, Gen-Z considers sustainability important, which ensures that you are a more attractive employer when you pay extra attention to this. As a hospitality entrepreneur, innovating is essential to stay relevant in all areas. Developments around automation, robotisation and AI are moving fast. On the exhibition floor, extensive attention is paid to new trends and opportunities for hospitality entrepreneurs.

"Generation Z has little sense of hierarchy. A task is not done blindly, it is asked why it needs to be done. That can seem irritating, but behind that why question is the desire to do it better, faster and more efficiently. Answer instead of getting irritated. Chances are, a generation Z employee will look for the solution that a hospitality entrepreneur had never considered before."
Florentine Rijkmans - Director at Horecava

The 2023 edition attracted over 61,000 visitors. Of them, 73% gave the fair a rating of an 8 or higher and 34% even a 9 or higher. Last year's evaluation showed that visitors are very interested in the theme of innovation. The hospitality sector is making a huge professionalisation push. From advanced menus to smart systems for scheduling staff. At Horecava, professionals are inspired with plenty of (new) developments and ways to further professionalise companies.

About Horecava
For over 65 years, Horecava has been the trade fair for professionals in the world of eating, drinking and sleeping outdoors. The largest trade fair for the hospitality industry in the Netherlands attracts tens of thousands of visitors every edition. They are looking for inspiration, want to network and have real heart for their profession. Horecava is the start of the new hospitality year. The fair features exhibitors divided into the following categories: food & wine, fast casual, cold drinks, coffee, tea & cocoa, bakery & patisserie, interior & design, mass catering and tech & services. There is also a special focus on personnel challenges, innovation and sustainability. In addition, visitors will discover all the new and best innovations and the most practical solutions during Horecava.