Not Just Gen Z, Generation Alpha Can Be Targeted to Boost Hotel Occupancy

In addition to Generation Z (Gen Z), Generation Alpha can be targeted by the hospitality industry to increase occupancy (occupancy rates). Generation Alpha was born from 2013 to mid-2023. “Generation Alpha likes travelling and will definitely bring their parents along. Such behaviour impacts the increase in hotel room occupancy,” said the Chairman of the Indonesian Hotel General Manager Association (IHGMA), I Gede Arya Pering Arimbawa, as reported by Antara on Friday (17/4/2026). Arimbawa believes that such behaviour encourages the hospitality industry to adapt more quickly. Currently, hotels cannot only think about adult guests because children can become the decision-makers for family trips. “When Generation Alpha emerges, there needs to be an acceleration in adaptation to see the opportunities,” Arimbawa stated. Besides Generation Alpha, other generations still have high interest. Generation X, Y (Millennials), and Generation Z are still keen to explore tourist destinations. Interestingly, many of them choose to delay marriage. Instead, they prefer to spend time travelling. There is also potential from transmigrant families. When successful, the third generation from those families often make trips back to their hometowns. This movement creates quite high seasonal demand for hotel rooms. According to data from the Central Statistics Agency (BPS) for February 2026, the occupancy rate of star-rated hotels reached 44.89 percent. This figure is down compared to January 2026, which was 47.53 percent. The length of guest stays is also relatively short. On average, guests stayed for only around 1.64 days in February 2026 and 1.59 days in January 2026.