September 14, 2015
By now, you’ve probably heard about how Generation Y (or “Millennials” as they are commonly referred to) is very different from previous generations. Many brands have even struggled to “get” Millennials. As a Millennial myself, I find that very interesting. We’re really not that complex. But now there is a new generation that is starting to enter adulthood and become consumers themselves…Generation Z.
“Gen Zers” are those who are born after 1995. While they still may be very young, hotels need to take note of them and (more importantly) how they are different. I love data. And this article has some great statistics about the next generation of consumers. Here are some ways that hotel brands can strategically engage with Gen Zers based on a few of the stats mentioned:
1. Start engaging with them now.
By 2020, Gen Zers will account for 40% of all consumers. That means that in less than 5 years, they will make up a large chunk of the customer base. If you start engaging with them now, then you can build brand loyalty so that when 2020 comes around…they’ll already feel connected to your brand.
2. Get involved in your community.
Like Millennials, Gen Zers are do-gooders. They volunteer a lot and want to make a difference in the world. Even if you are connected with your community now, you may need to reevaluate your level of involvement. They aren’t interested in companies that are doing the bare minimum when it comes to CSR. They want to engage with socially-driven brands.
3. Learn newer social media platforms.
Gen Zers grew up with social media, so they are very social. But they prefer different platforms than other generations…the are adopting Snapchat, Secret, and Whisper. They are slowing leaving Facebook but starting to embrace Instagram more. If you aren’t familiar with the newer platforms, start to understand them now. And keep up with trends. Technology is constantly evolving.
4. Shorten your elevator pitch.
They have short attention “filters.” Meaning you only have 8 seconds to stand out as something they want to know more about. That’s not a lot of time. So when it comes to grabbing their interest, your elevator pitch needs to be on point. Make it short, sweet and relevant to them.
5. Build up your visual content.
Gen Zers prefer images over text. Content that focuses on visually appealing graphics and images will resonate better with them. When it comes to how your hotel brand portrays itself to them…make sure it’s visually appealing to younger audiences.
6. Utilize nostalgia.
42% of Gen Zers follow their parents influence. That’s more than Millennials. This is a good thing for hotel brands. If they grew up going to specific hotels or brands, especially ones their parents were fond of, that means they may already feel attached to your brand.
7. Create brand ambassadors.
They spend 7.6 hours per day on average socializing with friends and family. Think about that. That’s almost a third of their day. Imagine how awesome it would be if they were talking about how great their experience was at your hotel. Word of mouth is one of the best marketing tactics…and it’s not something you can buy with your marketing budget.
Are you currently reaching out to this demographic? If so, I’d love to hear what you’re doing. Comment below…