Some tips for hoteliers on how to reach Gen Z
Although Millennials still have a great impact on the market, the next generation is already snapping at their heels. The so-called “Generation Z” or “IGen” is ready to change the world. According to statistics, by 2020 this generation will account for about 40% of all consumers around the globe.
In order to reach Gen Z, hoteliers must start adapting their marketing strategies to their needs right now.
Generation Z – who are they?
Anyone born between 1995 and 2005 belongs to Gen Z. The post millennial generation has grown up in a world of exceedingly innovative technology, so they cannot imagine their lives without the Internet or smartphones, for example. They like to use services provided by machines http://www.tfgassetmanagement.....com/news/hospitality and enjoy communicating through emojis.
The research on their behavior indicates that Gen Zers have a great influence on their families. According to statistics, 84% of seven to seventeen year-olds affect the family’s choices – they decide what to buy, what country to travel, where to stay on vacation, etc.
Gen Zers are more independent in making decisions and try to find their own solutions when facing challenges, in contrast with Millennials who would rather ask other people for help. They are self-educators and feel entirely comfortable teaching themselves via YouTube, because they prefer visuals to texts.
What is more, they are gripped by fear of missing out (FOMO). Despite their youth, most Gen Zers are afraid that life is passing by and they try to get as much experience as possible. They check social media even if they’re on a date because something “more important” might happen. Studies show that 51% of teenagers actually suffer from deep anxiety if they do not know where their friends are and what they are doing right now.
All of these distinctive characteristics should be the driving force behind your hotel marketing campaign.
How to reach the post millennial generation?
At first you need to update your website and make it more SEO and mobile friendly. Gen Zers have grown up with technologies at their fingertips. Although they cannot book a hotel on their own, they search for hotels and destinations on behalf of their parents, so they will not use websites that are not mobile-friendly or slow. In addition, you need to create more visual content such as photos, infographics or videos and make your written content shorter and easier, because they actually don’t like reading.
After that, take care of your social media accounts http://www.tfgassetmanagement.....com/news/hospitality Be part of every step of your guests’ journey. Try to engage them in Instagram competitions during their stay, create “behind the scenes” or “how-to” videos and give them entertaining content. To get Gen Z consumers’ attention on social media, it’s important to involve them in your communication process and allow them to become your brand ambassadors.
Some companies try to turn people’s FOMO to their advantage and make people feel that they are missing something important when not visiting their property. However, this path might damage their brand loyalty.
Lastly, don’t forget about high tech gadgets that will take your hotel rooms to the next level. Digital room keys, voice control rooms and robots are the things that the post millennial generation highly appreciates.
To sum up, in recent years the focus of marketing teams has been on monitoring millennials and looking for the best way to target this audience. These days they have to shift their attention to Generation Z that has their personal generation-specific itch - they like to travel to new places, enjoy using modern technologies and being involved in social life. This generation differs greatly from Millennials, that’s why in order to work with them successfully, hotel owners should review their key marketing tactics and focus more on the online presence.