Baby Boomers, Millennials and Generation Z – Only those who know their target group are able to reach them successfully. In times of globalisation and digitalisation, the values, expectations and wishes of generations change, as do their travel behaviour. Especially the Millennials and Gen Z are travelling much more, farther and more flexible than their predecessors. Hotels have to adapt their strategies in order to remain competitive and gain the two generations for themselves. We have collected some facts about Millennials and Generation Z and give you tips on how to attract their attention.
Millennials vs. Generation Z
Generation typology is about naming and summarizing the main characteristics, values and goals of a generation according to the years of birth. These attributes are directly related to formative experiences and different influences of their lives, e.g. wars, economic miracles, crises, globalisation, internet boom or the educational level. Of course, every person remains an individual with his or her own views, values and goals.
Soon Millennials and Generation Z will be the most influential buyer groups in the world. It is, therefore, all the more important that hoteliers understand their target group, know their wishes and needs and react accordingly.
The key facts at a glance:
|Generation Y = Millennials||Generation Z = Generation YouTube|
|1980 – 1995||1995 – 2010|
|Millennials have consciously experienced the turn of the millennium, witnessed the internet boom and globalisation, and are characterised by a high level of education. They live in the here and now, attach importance to free space and a balanced work-life balance. In addition, they have grown up with many new technologies (“digital natives”) and communicate with each other almost exclusively online. *||The Generation Z was born directly into a digital world. Internet and smartphones are part of everyday life at work and at home. The generation experiences the effects of globalization and global warming and therefore wants to improve the world. Clear structures and the separation of work and private life are also very important to the Gen Z. *²|
|Values: networking, self-realization, teamwork, optimism||Values: personal development & self-realization, authenticity, honesty|
As different as the two generations may be, as much they have in common. For Millennials and Generation Z, technologies, internet and digitisation are part of their everyday life. This means strong networking with the rest of the world and access to a large amount of information in real time. In addition, they are flexible, socially open-minded and attach great importance to their leisure activities.
How do hoteliers reach the Millennials and Generation Z?
The be-all and end-all to be found by Gen Y and Gen Z: mobile first! Millennials and Generation Z spend a lot of time on social networks. They get inspired for their next trip, communicate with their friends and followers and share their holiday experiences directly on their smartphones or tablets. Therefore, hoteliers should be active on the well-known social media platforms and regularly publish relevant content. Especially on Instagram, the most popular and fastest growing social network. Tip: Create “instagramable places” in your hotel, meaning beautiful motifs that offer “perfect” images for Instagram. This will get you even more attention from your target group and ideally free advertising. Did you know that many young people choose their holiday destination according to how “instagramable” it is?
These two generations are used to be online at any time. That’s why they expect to be able to communicate with their accommodation using their smartphones, tablets & Co. Be it a chat function, a messenger or free Wi-Fi to get in touch with friends and family.
So when guests log in to your hotel’s Wi-Fi network, there should automatically appear a personal landing page that provides your guests with the most important information and links your social media channels, too. At a glance, your guests will have all the information about your accommodation and connect directly to your social networks. Another popular contact point for young guests is the Digital Guest Directory. Thanks to this, your guests will have everything they need to know about the hotel and the region on their own mobile devices at all times. And thanks to push messages, they will always be up to date about news and offers.
One thing is for sure: Hotels that connect the online with the offline world have a great advantage in successfully addressing and attracting the Millennials and Generation Z!
The demand for digital tools for the holidays is growing due to the Internet and permanent accessibility. Travellers are using technologies to plan their holidays more seamlessly and individually. More and more hotels are responding to this need and offering their guests, for example, Digital Guest Directories or stationary information terminals. More flexibility, faster interaction, more individual action, more up-to-date information and less research effort are just a few of the many advantages. But there are also remarkable advantages for hoteliers: Guests are enthusiastic, sources of error are reduced, additional sales increase and, on top of that, their employees are relieved.
Fast & flexible processes
Fast and straightforward processes are essential today. Anyone who risks long loading times on the hotel website, complicated booking procedures or an information overload at check-in may annoy his guests or, in the worst case, lose them. In addition, young people want to remain flexible when it comes to booking or organizing their holidays. To provide them with a better experience and faster processes, hoteliers should rely on technologies that save valuable time and nerves. A fast website, mobile booking processes, spontaneously bookable offers and additional services as well as good Wi-Fi on-site are standard features today. Further advantages are offered by processes that speed up check-in and simplify communication, such as digital tools for guest communication.
Personal, authentic & local
The success of online platforms such as Airbnb or Tripadvisor illustrates how much young people value authentic holidays and others’ experiences. They want to get insider tips, personal opinions and feel like locals rather than tourists during their holidays. They are looking for accommodations that have good but also honest online ratings and that are authentic and regionally equipped. This applies not only to the room equipment, but also to the catering.
Have you already adapted your strategies to the new expectations? We show you how to achieve the Millennials and Generation Z thanks to the right communication strategy.