Generalized marketing is out. Gen Z demands an individualized experience that leverages technology to predict their needs and wants—and they’re willing to trade their personal data for it.
If their social media habits are any indication, Gen Zers want brands that can engage them with personalized messaging and instantaneous responses to their questions. Guess who’s able to do that? Chatbots.
Gen Z students overwhelmingly prefer staying at hotels over Airbnbs. Here are three ways in which hotel brands can gear up for increased Gen Z demand this coming year.
Yeah, it’s true: Gen Z is more global than previous generations. But that doesn’t mean they all share the same jokes, memes or slang. Just because Gen Z students frequent similar restaurants -- whether they’re New York or Sydney -- doesn’t mean they don’t have cultural differences.
W Hotels is generally credited with founding the boutique hotel movement. This movement helped kickstart personalization in hospitality by introducing smaller properties that could afford to be nimble and answer to the whims of their guests (the chain trademarked its “Whatever/Whenever” motto). But W was the exception, not the rule. Even while it was refashioning itself in the “boutique” mindset, Westin — its sister Starwood brand — was touting consistency as a its strongpoint.