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Generation Y seen by hoteliers

While it groups all the customers of tomorrow, generation Y is currently at the heart of hotel industry debates as hotels attempt to adapt their supply to their guests’ new needs. In a survey realized with Olakala, Hospitality-ON wanted to find out how this new generation of customers was perceived by sector professionals.

Generation Y is the term invented for the group of people born between the end of the 1970s and the beginning of the 2000s based on shared characteristics. With different expectations than those of Generation X, GenY leads debates in the international hotel industry and fuels hoteliers' reflections. Hospitality-ON took a look at the vision hoteliers have of these new and future clients, with help from a survey made with Olakala. For 64% of respondents, Generation Y is fully a generation in and of its own and 71% observe that this group travel more than their predecessors. As far as concerns the consumer habits of this new clientele when they stay in hotels, the survey's results clearly show that the two primary characteristics of Generation Y are connectivity, they are more attentive to the offer of media and Internet according to 82% of respondents, and budget, they are more attentive to spending according to 64% of those surveyed. The importance of issues with sustainable growth and the quest for social interaction come next, and were selected by 14% and 17% of respondents respectively. Although they are aware of the particularities of consumer habits of Generation Y, only 24% of hoteliers interviewed have implemented an adapted offer at their property. On the other hand, for those who do have an adapted offer, it reflects the primary characteristics of the GenY mentioned above: connectivity and budget. Many properties have thus decided to adapt their presence in the digital world, through the use of social networks, the implementation of reservation software on Smartphones and tablets, or even cloud applications such as e-concierges and free Wi-Fi. Others have focused on the budget aspect by launching promotions and creating packages.

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