Some consumers are rejecting technology. They will never be the majority but can drive development of wellness and activity programs in hotels and resorts.
Some consumers, especially younger ones, are rejecting technology and embracing analog experiences. While these people might not be the majority – and never will be (unless things change in ways we can’t currently imagine) – they are a compelling group whose preferences can drive development of wellness and activity programs in hotels and resorts.
According to WPromote, much of Generation Z is rejecting the culture of constant screen time and, instead, seeking out more authentic connection. Recent research found that 32% said they much prefer to meet with friends or family in person over texting or calling. Some are even opting for so-called “dumb” phones or feature phones, that don’t access cell networks and social media, but have access to GPS or hotspots) over all that smartphone screen time.
“Today’s young adults aren’t just tech-savvy, they’re tech natives. They have an entirely different relationship with technology than older generations – and they might not be as in love with the online world as many marketers assume.”
Analog hobbies on the rise
An article titled Life in Analog from VML explores a rising interest in analog hobbies among younger generations as an attempt to counterbalance the digital saturation of everyday life. Activities like pottery, needlepoint, and joining niche book clubs are gaining popularity among Gen Z and Gen Alpha, providing tactile and enriching experiences lacking in digital interactions. These analog hobbies are not just pastimes; they foster community and connection, serve as a nostalgic nod to simpler times, and may offer mental health benefits.
The analog movement is depicted as a grounding force that encourages mindfulness and presence and engaging more deeply with the world around us. The resurgence of these hobbies underscores a broader cultural shift towards valuing slower, more purposeful engagements in both personal and communal contexts. This trend reflects a desire for authenticity and hands-on experiences in a world increasingly dominated by virtual interactions.
Another article, recently published in The Guardian, explored the topic of how disquiet over social media addiction is leading to a growing enthusiasm for the physical and analog world.
In it, David Sax, author of The Revenge of Analog, notes, “One of the benefits of analog is its tactility – things you can use and touch and taste and feel. There was this assumption that we would be living in a digital future” but, he says, “we have bodies that exist in the physical world and need to go places and touch things. We desire more of the world than what’s available on 20cm of glass.”
The appeal of analog, Sax says, is eternal, and the article points to continued interest in vinyl, film cameras, and paper books, and to the post-pandemic rise in in-person experiences, like live music events and travel.
This isn’t necessarily a backlash against technology but an attempt to create balance and live fulfilling lives. Gen Z will always use technology. It’s second nature to them and part of their makeup. And as this younger cohort grows up, its earning and spending power will also grow. Companies that recognize and rise to meet its high level of natural sophistication will be the most successful in marketing to this generation.
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.