The needs and habits of each generation need to be known in order to create optimal marketing activities and achieve the best business results. The research problem arose from the lack of research related to understanding specific segments and product adjustment with an emphasis on Generation Z. The paper deals with qualitative and quantitative trends on the side of tourist demand and the ways in which the tourism offer is adjusted to them. The basics of targeted marketing are also presented, as well as geographical, demographic and market segmentation according to behavior and interests. Examples of good practice for specialization of accommodation facilities and development of destination offer for a certain segment are shown. Special attention is paid to age segmentation in the theoretical part of the paper, dealing with each generation in the last hundred years. Secondary research was conducted using scientific and professional literature in the field, confirming the research problem is lack of professional literature and research on this segment. The primary research included a questionnaire whose subject was Generation Z's attitudes towards the offer and their habits in everyday life and during travel. The high prevalence of the use of social networks, the expected level of satisfaction with the adjustment of the tourist offer in Croatia and the work of the Croatian Tourist Board were confirmed. During the paper, writing it came to the conclusion that more attention should be paid to Generation Z in creating services and products because they are digital natives, which makes them easily accessible segment if the full potential of market targeting is used.