Short answer
Design and develop beach resort experiences that prominently feature thrilling water activities and well-maintained swimming pools, while also integrating sustainable practices and digital convenience to appeal to the Gen Z market.
- Field
- User-Centred Design
- Source
- Indonesian Journal of Advanced Research (2025)
- Method
- Conjoint Analysis
- Sample
- 876 participants
- Evidence
- Strong effect
For Generation Z travelers, the availability of engaging water activities and swimming pools significantly outweighs other beach resort attributes in their decision-making process. This user-centred design research insight is drawn from a 2025 study published in Indonesian Journal of Advanced Research. Using Conjoint analysis with 876 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and develop beach resort experiences that prominently feature thrilling water activities and well-maintained swimming pools, while also integrating sustainable practices and digital convenience to appeal to the Gen Z market.
Gen Z prioritizes adventurous water activities and pools when choosing beach resorts.
For Generation Z travelers, the availability of engaging water activities and swimming pools significantly outweighs other beach resort attributes in their decision-making process.
Indonesian Journal of Advanced Research · 2025
Key Findings
- 01Water activities and swimming pool availability are the most significant factors in resort selection for Gen Z.
- 02Advanced water activities like jet ski rentals and banana boat rides are highly preferred.
- 03Sustainability and digital innovation are important considerations for eco-conscious and digitally connected Gen Z travelers.
Application
Design takeaway
Design and develop beach resort experiences that prominently feature thrilling water activities and well-maintained swimming pools, while also integrating sustainable practices and digital convenience to appeal to the Gen Z market.
How to apply
When designing or redesigning a beach resort, conduct user research to identify the most valued attributes for your target demographic, focusing on experiential features and amenities that drive preference.
Project actions
- 01When researching user preferences, consider using methods like conjoint analysis to quantify the importance of different features.
- 02Ensure your design choices are supported by data on what your target users actually want and value.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Large sample size provides robust data.
- +Utilizes a statistically sound method (conjoint analysis) for preference measurement.
Limitations
The sample may not represent all Gen Z individuals, and preferences can change rapidly. The study's focus on a specific island might not apply universally.
Reliability & validity
The use of conjoint analysis with a large sample size enhances the reliability and validity of the findings regarding attribute importance. However, stated preferences may not always perfectly predict actual behavior.
Think critically
How might the preferences of Gen Z in the Philippines differ from Gen Z in other countries, and what factors might explain these differences?
Design Principles
"Prioritize experiential and amenity-driven features that align with the values and lifestyle of the target demographic."
Understanding the specific preferences of emerging consumer groups like Gen Z is crucial for businesses to tailor their offerings and marketing strategies effectively. This insight helps designers and marketers focus resources on features that will most appeal to this demographic, leading to increased customer satisfaction and market share.
What This Means for Your Design
Gen Z really likes places with fun water sports and pools when they go to the beach, and they also care about the environment and easy tech stuff.
How to use in your project
- 1.Reference this study when justifying design choices based on user preferences, particularly for leisure or hospitality-related projects targeting younger demographics.
Add to My Project
Quick Cite
Paragraph starter
Research into Generation Z's tourism preferences indicates a strong emphasis on experiential features such as adventurous water activities and the availability of swimming pools, alongside a growing consideration for sustainability and digital integration. These findings suggest that design projects targeting this demographic should prioritize the development of engaging, amenity-rich, and technologically convenient offerings that also reflect environmental consciousness.
Source
Indonesian Journal of Advanced Research
Tourism Preferences of Gen Z in the Philippines: A Conjoint Analysis of Beach Resort Attributes in Samal Island
journal · 2025
View sourceQuestions About This Research
- What does the research say about gen z prioritizes adventurous water activities and pools when choosing beach resorts?
- Design and develop beach resort experiences that prominently feature thrilling water activities and well-maintained swimming pools, while also integrating sustainable practices and digital convenience to appeal to the Gen Z market. Evidence: Indonesian Journal of Advanced Research (2025).
- Why does "Gen Z prioritizes adventurous water activities and pools when choosing beach resorts." matter for design?
- Understanding the specific preferences of emerging consumer groups like Gen Z is crucial for businesses to tailor their offerings and marketing strategies effectively. This insight helps designers and marketers focus resources on features that will most appeal to this demographic, leading to increased customer satisfaction and market share.
- How can designers apply this research?
- Design and develop beach resort experiences that prominently feature thrilling water activities and well-maintained swimming pools, while also integrating sustainable practices and digital convenience to appeal to the Gen Z market.
- What were the main findings?
- Water activities and swimming pool availability are the most significant factors in resort selection for Gen Z.. Advanced water activities like jet ski rentals and banana boat rides are highly preferred.. Sustainability and digital innovation are important considerations for eco-conscious and digitally connected Gen Z travelers.
- What research method was used?
- Conjoint Analysis with 876 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Indonesian Journal of Advanced Research.
- What should I do differently in my next project?
- When designing or redesigning a beach resort, conduct user research to identify the most valued attributes for your target demographic, focusing on experiential features and amenities that drive preference.
- What are the limitations?
- The study focused on a specific geographic location (Samal Island) and a particular demographic (Gen Z college students in Davao City), which may limit the generalizability of findings to other regions or age groups.