✎. 酒店業人士已經深入探討過千禧一代，這一代緊繼X一代，現在已成長為巨大的的消費階層。然而，很少有人關注會對酒店業造成巨大沖擊的Z一代。Z一代，出生于1996-2010年之間,他們大多還在上學。但就數量而言，相比千禧年的老大哥老大姐，他們極有可能會產生更大的影響。你的酒店準備好了迎接他們了嗎？
✎. Z一代誕生于更加謹慎和不確定的世界，他們不愛奢侈品，自立更生，充滿理想主義，更加注重個人體驗而不是產品本地，對酒店業來說滿足他們的需求是個不小的挑戰。同時他們熱愛一切高科技，注重酒店設施，所以酒店設施跟上時代是必須的。但是Z一代注意力超級不集中，這意味著酒店要提供視覺設備。Z一代還有一個特點就是愛拍照，愛分享，但是又注重個人隱私，所以公共區域的打造一定要費點心思。作為年輕的一代，Z一代業不能免俗地喜歡追著自家愛豆跑，所以請影視明星到您的酒店入住必然穩賺不輸。
✎. 酒店業給如何做才能贏得Z一代的“芳心”呢？當然是理解他。以“知音人”的身份全程跟進，滿足需求是必須的，更重要的是讓他們參與進來，以生產者的名義而不是僅僅作為消費者。同時確保酒店使用簡潔有力易懂的語言最好是視頻照片等視覺語言，這絕對會受到Z一代的追捧。
✎. 身為酒店人，如果您還是毫無思路，不要著急，M Beta和萬豪早已給出范例。他們提供了四個主題，可供您打開思路，啟發靈感。主題一：讓酒店融入當地文化；主題二：公共區域如何打造；主題三：像追求戀人一樣追隨；主題四：體貼入微式關懷，最新高科技產品。
敬請關注本期WHA行業國際周報，帶你剖析，Z一代究竟在想什么？
How Gen Z are Affecting the Hospitality Industry
Z一代是如何影響著酒店業的？
The hotel industry has seen a great deal of discussion on Millennials, the generation that follows Gen X and now comprises the biggest consumer segment. Yet little attention has been paid to the next big wave of demographic change that’s about to hit the hospitality industry: Generation Z. Today, they’re mostly still at school, being born between 1996 and 2010. But in terms of numbers, they promise to have an even bigger impact than their older Millennial siblings. Is your hotel prepared?
What Has Shaped Generation Z?
什么造就了Z一代？
Generation Z is already transforming the world of young-adult travel. Whereas the Millennial generation enjoyed the relative prosperity of the 1990’s before having their worldview shattered by life-changing events in the 2000s - such as the September 11 attacks, the invasion of Iraq, and the global financial crisis – Generation Z was born into a much more wary and uncertain world. In this regard, Generation Z shares a lot in common with their great-grandparents, “the Greatest Generation”, also known as the Silent Generation, who were born in the first quarter of the 20th century and experienced the Great Depression and World War Two.
They are cautious, risk-averse and attracted by stability and security. They value privacy, and unlike the more extrovert Millennials, they share less of their lives on social media. They’ve grown up in a world with Facebook, Twitter and ever-present mobile phones, so they’ve learned to be more guarded about what they make public. In Europe, they’ve experienced both the border-free travel and freedom of an “ever-closer union”, as well as the sudden about-face of Brexit and new border controls. They’ve witnessed the election of the USA’s first African-American president, as well as the turmoil and shock of the 2016 election. And all of this before most of them are even old enough to get a job.
Self-Reliance Presents Challenges to Hoteliers
獨立自主的性格給酒店經營者帶來了挑戰
After growing up in such a world, what sort of travellers are Generation Z? One of the most significant differences may be the strong do-it-yourself culture within this generation. With YouTube providing step-by-step instructions for doing just about anything, members of this generation are comfortable with taking things into their own hands. They are even more entrepreneurial than the highly individualist Millennials, with one survey finding that 55 per cent of Generation Z expressing the desire to start their own business. With this combination of big ambitions and self-reliance, hotels will be challenged to cater to such highly individual needs.
For hoteliers, that means providing Generation Z guests with open channels For expressing their opinions (guest feedback, reviews,Surveys) and contributing their own content to the hotel website. It may also mean providing more flexibility in room design and furnishings,"Enabling guests from this generation to design their space" to suit them. Self - catering may also for hotel operators, which means to provide Z generation guest open channels to express their opinions (guest feedback, reviews, research), and the contribution of their content to the hotel website.It may also mean more flexibility in room design and furnishings, allowing this generation of guests to "design their space" to accommodate them.The importance of self-catering may also increase for this group, who may prefer to prepare their own meals rather than choose from a limited menu.Perhaps hoteliers need to re-imagine their hotels as an open arena where generation Z guests can create their own experiences.
Frugal But Idealistic
節儉又理想主義
Communicating with Generation Z is a challenge. Growing up in an environment that is immensely information-rich, this group assimilates information faster and has a shorter attention span than any previous generation. To reach this fast-moving target group, hotels will need to use video to blend storytelling and memorable visual messages. Booking systems will need to be swift, personalised and effortless. Even more than Millennials, Generation Z are multi-device multi-taskers, and will expect to be able to move between platforms and devices without skipping a beat. Research has shown that this generation are abandoning Facebook, and instead prefer the privacy of apps such as Snapchat. This platform has proven challenging for many hotels, but creative use of geofilters and location-based features may offer hoteliers a cost-effective way of attracting Generation Z guests.
Short Attention Span, Long-Term Effects
注意力集中時間短
Communicating with Generation Z is a challenge. Growing up in an environment that is immensely information-rich, this group assimilates information faster and has a shorter attention span than any previous generation. To reach this fast-moving target group, hotels will need to use video to blend storytelling and memorable visual messages. Booking systems will need to be swift, personalised and effortless. Even more than Millennials, Generation Z are multi-device multi-taskers, and will expect to be able to move between platforms and devices without skipping a beat. Research has shown that this generation are abandoning Facebook, and instead prefer the privacy of apps such as Snapchat. This platform has proven challenging for many hotels, but creative use of geofilters and location-based features may offer hoteliers a cost-effective way of attracting Generation Z guests.
At the same time, Generation Z puts greater emphasis on face-to-face communication over e-mail or instant messaging, so hotels may need to invest more in getting flesh-and-blood employees involved in the booking process. Pricing needs to be carefully managed: as conservative spenders, the Generation Z traveller will react negatively to any sense of being charged for services they don’t wish to use. The current trend of highly individualized pricing strategies is thus set to continue, with Generation Z guests expecting the freedom to curate the hotel experience they seek.
• Technology 科技
Generation Z has grown up with technology at their fingertips. While millennials are still adapting, this generation literally knows how to unlock phones with ease, go onto a website and watch their favourite videos. They are mostly on mobile. Therefore, adapting your travel website to mobile technology is of utmost importance. In fact, generation Z often research hotels and destinations on behalf of their parents and they would not prefer browsing through websites that are not mobile-adaptable or slow.
• Sharing is caring 注重分享
Along with mobile technology, this generation loves to share their experience with their friends on social media. Hotels tend to not capitalize on this and do not have many social media campaigns for their guests. This is a huge mistake as making the hotel environment interactive with the younger generation can increase your brand awareness.
• In-Hotel Amenities 酒店設施
There was once a hotel that provided small-sized bathroom slippers for the younger guests. Now, weather the kids use these or not, there is no doubt that this gesture left a mark on the guest. They went onto mention this on TripAdvisor. Is your hotel well-equipped for Generation Z? Do you serve the type of food they like or the type of activities they like? It is prudent to conduct research on the same.
• Use more visuals 更多視覺設備
This generation, more than even, prefer being marketed through visuals rather than text. As such, use nice photos and videos of your hotel for online platforms. The attention span of a gen z child is less than 8 seconds, so make the most of the attention that you have.
• Use influencers 名人效應
Social media influencers play a huge role in convincing generation Z to stay in a hotel. Having some influential ones come to your hotel and having them post on social media could really be beneficial.
Tips for reaching Gen Z
如何贏得Z一代的心
• Prove to Gen Z that you understand and embrace social media and you will gain their respect instantly.
• Target their FOMO through social media by showing them what they are missing by not visiting your property.
• Be part of every step of your guests’ journey. From initial contact, Instagram competitions during their stay, and follow up through an eTrigger campaign or social media after they leave.
• Feed that entrepreneurial hunger by engaging Gen Z through user generated content, or photo contests, and empower them with control through options. If you treat them as producers rather than consumers, you will earn their approval quickly.
• Use visuals to communicate with them, as visuals are what resonates the most with these sharp guests.
• Feed that entrepreneurial hunger by engaging Gen Z through user generated content, or photo contests, and empower them with control through options. If you treat them as producers rather than consumers, you will earn their approval quickly.
• Lastly, speak a language they understand. Keep things short and easy to read, as this generation is more likely to absorb shorter text. Communicating frequently and in shorter bursts will do the trick.
• They have grown up in a time where technology is taking enormous leaps and innovation is at its strongest.
Last year, Marriott Hotels began preparing for this shift in demographics. The chain debuted M Beta at Charlotte Marriott City Center, an innovative, real-time hotel designed for rapid prototyping of amenities and services, (re)designing every touch point with emerging technologies and new ideas. “The demographic of our guests is changing, and it’s very important to stay in dialogue with them,” Marriott Managing Director Mike Dearing told Fast Company.
Below, we’ve highlighted some of the themes and insights explored by M Beta and other Marriott initiatives to give you a baseline of these shifting perspectives.
這里，我們重點介紹了M Beta和萬豪所探討的一些主題和見解，希望能讓打開思路，給您帶來靈感。
THEME #1: WHERE AM I?
主題一：融入我所在
As noted by an article on Fast Company, Gen Z is particularly keen to explore their temporary community through the lens of a local perspective, taking in the signature experiences of whatever region they’re visiting. While boutique hotels and the Airbnb mindset understand the importance of localized experiences, it forces larger chains to break their homogenous environment.
For Marriott, that meant finding a balance between a demand for variety and a need for brand consistency. Take dining, for instance. Rather than pitting a generic hotel restaurant against a burgeoning local culinary scene, local chefs have set up a permanent restaurant inside the hotel, bringing local flavours (literally and metaphorically) to the Charlotte property. Down the hallway, a local business owner runs a wine bar, allowing guests to sample and shop for regional wines on the spot. And in lieu of the franchised Starbucks, and an independent cafe in the lobby encourages guests to mingle with other visitors.
THEME #2: COMMUNAL EXPERIENCES
主題二：公共區域打造經驗
The same Fast Company article points out that Millennials appreciate places like the gym or the cafe as social hubs. In Marriott’s Charlotte property, guests can sign up for boutique studio classes taught by local instructors, inviting people to connect through group fitness. Or they can opt for in-room exercise by streaming fitness videos from celebrity trainers. The same independent cafe and surrounding lounge spaces are also designed with human-centric connectivity in mind: comfy chairs and casual nooks where people can work, relax, or mingle with fellow travellers.
THEME #3: COURTSHIP
主題三：像追求戀人一樣追隨
Hotel brands are more than equipped to get in front of Gen Z’s queue of visual content, as long as they’re holding entertainment and storytelling in high esteem. Just look at the success of the Marriott Content Studio’s short film sequel, Two Bellmen Two, on the heels of the pilot film which garnered 5.1 million views.
Better yet? Invite Gen Z consumers to be a part of the creative process, says Melanie Shreffler, Senior Insights Director at Cassandra Reports. Back in 2014, Marriott launched the industry’s first marketing campaign on Snapchat, experimenting with a three-month “takeover” by four social media influencers, letting Snapchat fans choose where they should go and garnered 24.1 million views.
THEME #4: HIGH TOUCH AND HI-TECH
主題四：體貼入微與高科技
Technology plays a big part in the overall customer journey, but it’s more than just offering guests free wifi and integrated USB ports. The advancement of the Internet of Things (IoT) means smart TVs, digital room keys, and robot butlers are contributing to new-age hotel services. And mobile messaging apps like Facebook Messenger, WhatsApp, and custom mobile loyalty programs make it easier for brands like Hyatt, Starwood, and Marriott, respectively, to build seamless travel experiences.
But at the end of the day, when Gen Z settles into their tech-equipped hotel bed for the night, their zest for travel is fueled by experiences more than products. Yet for this generation, it’s apparent they rely on on thoughtful products or services to facilitate meaningful experiences, proving that the integration of the two worlds is now more important than ever.
