Capturing Gen Z: Shift for the Luxury Hospitality Industry
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Do you know the difference between a Millennial and a Gen Zer? And is your brand doing enough to become a lifestyle choice for this new generation of consumers?
With a $150 billion consumer spend in the US alone, and $35 billion dedicated to Hospitality each year, Gen Z is the latest hot topic among marketers – or at least, it should be! However, most luxury hospitality brands seem to struggle with this new target. The bigger the brand and its heritage, the harder it seems to adapt to Gen Zers’ new modes of consumption.
Jason Rieff, a multi-award-winning and Forbes-nominated 30 under 30 branding expert, answered our questions about these topics. Learn about the brand offerings Millennials and Gen Zers are looking for, and how to capture younger consumers’ attention.
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Nelamar joined Venari Partners in 2025, bringing over 15 years of experience in executive search and leadership advisory. Having previously held a Partner position at True Search, alongside roles at Spencer Stuart and Heidrick & Struggles, she brings extensive experience advising organisations on senior leadership appointments and talent strategy. With a truly international perspective shaped by living and working across the United States, Latin America and Europe, Nelamar has advised a diverse range of organisations, including multinational corporations, family-owned businesses, high-growth companies and private equity firms. Based in Miami, she is fluent in English, Spanish, Italian and French, bringing valuable cultural understanding to her work with clients across global markets. Nelamar holds a Bachelor's degree in International Affairs from John Cabot University in Rome and a Wine & Spirits Certificate from Le Cordon Bleu in Paris. Her international education and professional experience reflect a broad curiosity and appreciation for different cultures, adding another dimension to her global approach to executive search.
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