Hospitality and tourism is the second largest industry in the world and is a driver of job growth and economic prosperity, accounting for 1 in 10 jobs worldwide. As such, the marketing of hospitality and tourism is a fast developing field, influenced by the latest advances in sustainability and social marketing as well as a new generation of consumers.

Gen Z individuals and Gen Alphas are the future employees and consumers of this industry. They do not only shape new consumption patterns, but also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. As Generation Z will represent more than 50% of the workforce worldwide in the next few years, it is of utmost importance to explore their particular behavior in both the working environment, as well as their consumption patterns.

As such, this contributed volume brings a focus on the contemporary marketing (and management) aspect of thetourism and hospitality industry as this is/will be shaped by Smart / Industry 4.0 apps, priority over sustainable futures, and Gen Z and Alpha individuals’ aspirations, expectations, preferences and behaviors. The latest technological advancements and the challenges associated to a sustainable planet will be decisive factors in tourism and hospitality marketing. The authors offer insights into numerous aspects into the hospitality and tourism industry, making it an invaluable reference point for contemporary tourism and hospitality marketing research.