How does each generation travel?
Each generation travels differently. The stay of a baby boomer has nothing to do with that of a Millennial or Gen ZEveryone has their own specific expectations of hotels. If the terms "millennial" and "Gen Z" are unfamiliar to you, this article is for you.
We will explore the differences between these generations and see how you, as hoteliers, can better understand their needs. The goal: to understand how each generation travels, but above all, how adapt your customer experience and encourage their loyalty.
Baby Boomers (1946–1964)
Origin of the name
The term comes from "baby boom"The very sharp increase in births after the Second World War. Demographers and sociologists observed this phenomenon and the name stuck because it is simple, literal and easy to understand.
Characteristics
They favor the classic comfort, human service and an uncomplicated experience.
Hotel behavior
They readily book through a travel agency or directly on the hotel's official website. They can be very loyal once they find a brand or chain that suits them.
How to attract them
Focus on comfort, impeccable cleanliness, and attentive service. A little something extra can make all the difference, like a movie night with films from their youth or activities tailored to their age group.
Generation X (1965–1980)
Origin of the name
The term was popularized by the Canadian writer Douglas coupland with his novel Generation X in 1991. It was already used before by some sociologists to refer to a generation without a clear identity after the baby boomers. The letter X evokes something unknown or vague.
Characteristics
It's a generation between two which blends tradition and modernity.
Hotel behavior
They book online but appreciate the telephone contact If needed. They are receptive to loyalty programs and offers with good value for money.
How to attract them
They want someefficiency and time-saver,Adapt your services depending on whether guests are on a business or leisure trip. This should be evident from the first contact with your hotel, whether verbally, on your website, or on social media.
Millennials (1981–1996)
Origin of the name
The term was created by William Strauss et Neil HoweThey noted that these children would become adults around the year 2000, the millenniumThe name has been widely adopted by the media and has become stronger than "Generation Y".
Characteristics
They grew up with the arrival of computers and the internet. They were the first digital native.
Hotel behavior
They use OTAs, comparison sites, and mobile apps to plan their holidays. They readily leave online reviews, especially if they have a bad experience. They search for unique experiences and not just the classic tourist attractions.
How to attract them
As a hotelier, to attract them, you need to offer a Fast Wi-Fia more digital experience with simple check-in and check-out and above all personalizationThey want to feel like they are the most important.
Generation Z (1997–2012)
Origin of the name
The letter Z simply comes after X and Y. The term appears in an article byAd Age in 1994 to refer to the generation that follows the millennials. Other names were proposed such as iGeneration or Gen Tech but Gen Z prevailed because it is simple and practical for the media.
Characteristics
This is the generation that is beginning to enter the workforce. They already have purchasing power and are ultra-connected.
Hotel behavior
They use TikTok, Instagram, and social media to find travel inspiration. They also use AI, including ChatGPT, to plan their trips. This generation uses Airbnb extensively. They want a highly digital experience with minimal human contact. This generation travels differently; they book directly via smartphone. They quickly identify AI-generated content and are drawn to it. authenticity, The Sustainability and social experiments.
How to attract them
The experience must be as seamless and contactless as possible with advance or contactless payment, mobile key, real-time personalization, clear CSR commitment from the hotel, visible but simple technology and preferences collected and applied before arrival.
Generation Alpha (from 2013 onwards)
Origin of the name
The name was suggested by the Australian researcher Mark McCrindleAfter X, Y, and Z, he chose to start from scratch with the Greek alphabet. Alpha sounds modern, futuristic, and works well internationally.
Characteristics
Unlike previous generations, they do not yet book hotel nights themselves, but they travel with their parents and influence their choices.
Hotel behavior
Their needs at the hotel are related to those of their Generation X, Y, or early Z parents, but they need services tailored to families.
How to attract them
This generation still travels with their parents. To attract families with Generation Alpha children, it is helpful to offer childcare, a play area, family-only swimming pool hours, children's portion meals, or adapted menus.
Conclusion
Each generation travels differently. As a hotelier, you can't please everyone. It's more effective to choose one or two generations to target as a priority.
A baby boomer does not have the same expectations as a Gen Z. On the other hand, millennial parents will often align their choices with the needs of their children from Generation Alpha.
The key to successfully juggling all of this: Flexible and integrated PMS and POS tools to personalize the experience, digitize interactions and simplify management.
Medialog supports hoteliers in this adaptation, from digital check-in to personalized customer follow-up, from PMS to CRM and payment. Everything with Medialog.
