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 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 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.

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The hottest MICE industry trends in 2018

The MICE industry is one of the fastest growing sectors in the travel industry that generates millions of dollars in revenue every year. This industry has a huge impact on the economy of any country. For example, the new research of Oxford Economics indicates that the meetings and events industry “contributes hundreds of billions of dollars in revenue to the U.S. economy and supports 5.9 million jobs”. According to Adam Sacks, president of Tourism Economics, every dollar spent on the MICE industry generates an additional $1.60 in benefits to the U.S. economy. It is a 160% return on investment! As you can see, this industry shows a tremendous potential.
In this article, you will find the main MICE industry trends in 2018 and learn how they affect our lives.

• New technologies
The first trend is related to using innovative technologies . These days the use of webtools and mobile apps that help hosts organise events without any hAssle has become a matter of daily routine. However, there are some things that can still surprise you.
The most impressive one is facial recognition. Some time ago, a couple of American companies created software that totally changed the MICE industry by streamlining the check-in process. In the recent past, people had to stand in long queues to get to any event because of the complicated check-in procedure – event goers needed to scan digital or paper tickets. Nowadays, thanks to the facial recognition technology the check-in process takes 7 seconds! When a person approaches the check-in station, he or she is easily identified by face. There are no special actions – all one needs is to pAss by a camera.
This technology allows hosts to check if a person is allowed to visit a specific event without asking to present a name badge. What is more, it allows event planners to anAlyse visitors’ behavior and emotions and offer them personalised service.
In addition, this software provides better safety at events. Event hosts have a great opportunity to add known troublemakers to special watchlists. The system will regularly scan the database and alert if there is a person that must be kept out of the venue. So thanks to this technology, this year Chinese police found and arrested a criminal who was among a crowd of 60,000 concert goers.
If you’re thinking now that this technology infringes your right to privacy, remember about cameras in lifts, offices, malls and in city streets. Big brother is watching you.

• Interactive meeting spaces
These days conventional boardrooms have taken a back seat. People prefer new formats of meeting spaces that can enhance productivity and create memorable experiences. Traditional meeting rooms are replaced with zones for lectures, collaboration, networking and entertainment.
New meeting spaces are built with so called “smart materials” that are actively used in architecture and interior design. These materials have some incredible features. They can change colors as the temperature or the lighting conditions change, produce small electrical voltage, give out light, etc. So, for example, shape-memory materials can easily bend and return to their original shape under the influence of specific temperature. This effect is well illustrated with memory foam chairs. A chair can have any form such as a cube, a cone, a sphere, etc. When someone sits down on it, the chair transforms into a comfortable seat. However, when a person stands up, the “chair” restores its original shape.
Another trend is relocating the meetings outside. Psychologists say that fresh air works like magic! Changing the typical meeting area helps come up with new ideas and find new ways to solve problems.
Here were the hottest and the most impressive trends that change the MICE industry as well as daily lives of ordinary people. New technologies and new event activities take this industry to a new level and allow doing familiar things better and much faster.

MICE industry trends to notice in 2018

The MICE industry is one of the key drivers of economic growth and IT development. Read the article and discover the latest trends in the meetings industry.
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