當前位置:首頁>案例中心>Essay代寫范文案例>酒店管理Essay范文-如何吸引年輕消費者

酒店管理Essay范文-如何吸引年輕消費者

發布時間:2020-09-21 10:40:51 閱讀:1391

案例簡介

  • 作者:致遠教育
  • 導讀:今天的Essay范文將通過對比位于夏洛特市的JWMarriott和華盛頓的WHotel這兩家相對高端的商務酒店的運營情況來分析他們是如何吸引年輕消費者的,以及我們可以從他們的身上找到哪些改進的點。
  • 字數:1979 字
  • 預計閱讀時間:6分鐘

案例詳情

為了成功贏得這一代消費者的心,酒店行業就需要推出針對 Generation Z特殊的營銷模式。并且把酒店環境打造成能讓90后們一見傾心的格調。為了更為詳細的分析這個topic,今天的Essay范文將通過對比位于夏洛特市的JW Marriott 和華盛頓的W Hotel這兩家相對高端的商務酒店的運營情況來分析他們是如何吸引年輕消費者的,以及我們可以從他們的身上找到哪些改進的點。

酒店服務生

Hospitality Industry Competes for Attendance from Generation Z

Comparison between JW Marriott and W Hotel

Introduction引言

While the elders of Generation Z (born between 1995s to the 2010s) turn 25 this year and outnumber millennials, the first “bond-to-the-Internet” natives begin to make bigger difference in the hotel industry. According to Cassandra Research, 42% of the 18-24 age group report they need travels to make their life complete (Santos, 2018). 

雖然Z一代(出生于1995年至2010年)的老年人今年25歲,人數超過千禧一代,但第一批“與互聯網結緣”的本地人開始在酒店業發揮更大的作用。根據卡桑德拉研究,42%的18-24歲年齡段的人說他們需要旅行來完成他們的生活(桑托斯,2018年)。

As a forward-thinking hotel brand, JW Marriott looks to take a lead by offering unique products and services to these new customers, from accommodation, site design, technology to Food & Beverage (F&B) management of their stays, while in comparison, Washington DC W Hotel prepares less for the future after analyzing what they have offered now.

作為一個具有前瞻性的酒店品牌,JW萬豪酒店希望通過為這些新客戶提供獨特的產品和服務,從住宿、場地設計、技術到餐飲(F&B)住宿管理,來引領市場,而相比之下,華盛頓特區W酒店在分析了他們現在提供的服務后,對未來的準備較少。

JW Marriott established the M Beta at Charlotte Marriott City Center to look into the shifting perspectives brought by Gen Z. To please the digital natives of our times, mobile check-in and keyless entry seems to be a necessity, JW Marriott has focused its eyes on better in-room entertainment offerings. 

JW萬豪酒店在夏洛特萬豪城市中心設立了M Beta,以了解Z世代帶來的變化視角。為了取悅我們這個時代的數字本地人,移動入住和免鑰匙進入似乎是必要的,JW萬豪將目光集中在更好的室內娛樂產品上。

It introduced casting services which allow guests to stream Netflix, Hulu, YouTube, and more to the in-room TV. In collaboration of the advancement of the Internet, things like smart TVs, digital room keys and robot butlers are embraced into the contemporary hotel services.

Generation Zers prefer places like the gym and the café as places to socialize. They appreciate the communal experiences. In JW Marriott, customer can access to boutique studio classes to connect with people through group fitness. 

Neighborhood-style coffee houses and co-working spaces are introduced. People-centered connectivity insight is found in the site design: comfy chairs and casual nooks where people can work, relax, or mingle with fellow travelers.

A high tough of a tech-packed experience is what Gen Z travelers expect the most. Digitally savvy Gen Zers are so accustomed to turning to technology to make everything from booking to check in, temperature control, order and check out, that hoteliers have to adapt to the change and follow the suit. 

Gen Zers are first of all recognized by their inclination to create their own content and express opinions and experiences. They are also called curators for their eager to be constantly involved. 

To align with their habits, likes and needs, in 2015, JW 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”. 

Last year, in order to reach the younger guests, it made the “Six Days, Seven Nights” Snapshot video series. Four influencers on social media visited four Marriot destinations around the world, and were featured in the campaign. Besides, M Beta at Charlotte Marriott City Center initiated a creative hotel experimentation to design “a farm-to-table restaurant and a gym with on-demand access to nearly 1,000 digital training classes” (Levickaite, 2010).

W Hotels, whereas, got a head start in fulfilling Gen Zers’ craving for technological engagements. It was the first brand to launch a Snapchat sponsored Geofilters campaign, encouraging younger travelers to send Snapchat messages to their friends, formatted to resemble “tongue in cheek postcards” with messages like “Wish You Were Here” or “Current Situation” (Monaco, 2018), which are now accessible in all W Hotels. 

It helps in promoting hotel events, activities, perks and experiences. W Hotels are famous for its nigh-club style decoration where younger customers can get the feeling that they are simply living in a big and stylish pub. 

To accommodate Gen Zers’ preferences of live-streaming anything they experience during the holiday, Washington DC W Hotel even rolls out a special food-ordering service called Sip & Slurp. Sip & Slurp is specifically designed for “Mukbang” and any customer can host a livestreaming in their hotel rooms.

JW Marriott fully utilizes its F&B to explore the diversity, variety and signature experiences that Gen Zers are pursuing for. Apparently, JW Marriottis shaking itself out of age-old and consistent brand standards for older generations, after understanding the new generation is “particularly keen to explore their temporary community through the lens of a local perspective” (Al-Htaybat,2018). 

Such attempts were made in the hotel as: in place of a generic hotel restaurant located against a burgeoning local culinary setting, local chef shave set up a long-standing restaurant inside the hotel to introduce local flavors. 

Right in the hotel, guests can sample and shop for regional wines in a wine bar that is run by a local business. And an independent café in the lobby is the place people can mingle with other visitors, where the franchised Starbucks would be normally found.

Recommendations

Some recommendations are provided below in the purpose of enhancing hotels performance in these areas.

Gen Zers expect a personalized and interactive tech-pack hotel accommodation experience. Improvements can be made in this regard. For example, with robot butler keeping in record the guest’s behavior and the preferences, room light, temperature, AC and smell can be customized to his or her taste. 

Options in bathroom, TV menu or pillow menu cater to guests’ habits and needs more accurately. Instead of using in-room TV to merely watch programs, the guest can, for instance, plan his journey to the city the hotel’s in with the help of the programs right onthe TV screen, to experience an interaction with the city that is offered by the hotel. By the end of the day, guests will find their journey fueled by not only the tech-equipped hotel room but more of thoughtful products and services.

For site design, hoteliers must keep an eye on every cranny of every corner of every space of the hotel, as social media is everywhere when Gen Zers are coming. Hotel services and products should in their best shape 24/7, for they are spread and reviewed in time on social media. Gen Zers desire something more authentic and localized than their predecessors. 

With this perception in mind, hoteliers will get a bigger chance of success when incorporating local feature into the hotel site design. For example, local restaurant specialties, techniquesand crafts, celebrities can be added as elements to the hotel, to tell it apart from other hotel brands or sister hotels of the same brand.

Technology plays a big part in attracting young Gen Z consumers. Several features are discovered among them in using technologies: they exhibit a willingness to control, an eager to involve, a shorter attention span of only 8 seconds, and a preference to use visuals, images and symbols instead of words or sentences.

More opportunities to allow them to generate content together with the hotel will empower them more control and entertain them, and at the same time, enhance their brand loyalty, which is far more difficulty to gain among these young guests. 

Appreciate their guest feedbacks and respond spontaneously, for they would feel close to those who listen to them, and have real-time interactionwith them. When doing all of these, using the same languages with them, like emoji, short word expressions or pictures in place of long sentences. 

Another highlight can be that, well designing the hotel’s social media to be a source for travel inspiration, which will play nicely to or beyond the expectations of Gen Zers. 

F&B management also has more to do in promoting a hotel’s appeal to Gen Zers. To fulfill their needs of engaging and controlling, co-made dishes are something easily came up with. In addition to the increasing spending power of the young consumers, hoteliers can exploit more in their influence on families. Family-made dishes, parent-child F&B goods and F&B-related educational F&B programsare options for F&B managers to consider.

Conclusion

It’s a must for hotels to be ready for Gen Z. Born into an on-demand world with everything instant, these digitally-bond kids area raising new challenges for hoteliers. Tech-centric idea is something hotel managers must have in planning hotel accommodation, site design, technology and F&B of the time. 

JW Marriott takes a lead in all the areas while W Hotel somewhat falls behind, with onlys ome social media campaigns showing their initiative. With in-depth analysis of Gen Z customer behaviors and preferences, creative suggestions are given for the four areas mentioned above to improve their attractiveness to the customers, and win the guest of tomorrow.

今天介紹的是一篇專門分析 hospitality industry的范文,這篇essay的重點解析了酒店行業該如何吸引Generation Z,也就是通常所說的95后。由于這些消費者對于科技產品的依賴程度要遠遠高于比它們年長的客戶群,這就需要酒店行業設計出針對這些消費者獨特的服務來吸引這些年輕人。 

歡迎有需要酒店管理及相關留學專業Essay代寫服務的同學們聯系網站客服,我們將為大家提供高質量原創Essay代寫服務,歡迎掃描右側二維碼咨詢網站客服。

其他案例

911国产在线观看无码专区