Generation Z and the transformation of HRM practices in UK luxury hotels

Abstract

This study explores how Generation Z (GenZ) is transforming recruitment, selection, and retention practices in the UK luxury hotel sector. Drawing on generational theory, employer branding, and the psychological contract framework, the research adopts an interpretivist, multi-actor approach. Seventeen in-depth interviews with HR and General Managers from luxury hotels, complemented by a focus group with five GenZ employees, reveal that the new generation’s digital fluency, values-driven career orientation, and emphasis on well-being are reshaping human resource management (HRM) in hospitality. Findings highlight the rise of mobile-first recruitment, the redefinition of candidate evaluation around personality and cultural fit, and the growing demand for authentic employer brands and supportive workplace cultures. Retention strategies increasingly centre on flexibility, inclusivity, and rapid career development, reflecting a shift in the hospitality psychological contract toward short-term, developmental, and lifestyle-oriented employment. The study contributes to HRM and generational research by conceptualising GenZ as a catalyst for workforce transformation in service-intensive industries, while offering actionable insights for hotel leaders navigating multigenerational teams. Implications for sustainable workforce development in hospitality are discussed.

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