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.
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.