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酒店管理Essay范文-如何吸引年轻消费者

发布时间:2020-09-21 10:40:51 阅读:302

案例简介

  • 作者:致远教育
  • 导读:今天的Essay范文将通过对比位于夏洛特市的JWMarriott和华盛顿的WHotel这两家相对高端的商务酒店的运营情况来分析他们是如何吸引年轻消费者的,以及我们可以从他们的身上找到哪些改进的点。
  • 字数:1979 字
  • 预计阅读时间:6分钟

案例详情

为了成功赢得这一代消费者的心,酒店行业就需要推出针对 Generation Z特殊的营销模式。并且把酒店环境打造成能让90后们一见倾心的格调。为了更为详细的分析这个topic,今天的Essay范文将通过对比位于夏洛特市的JW Marriott 和华盛顿的W Hotel这两家相对高端的商务酒店的运营情况来分析他们是如何吸引年轻消费者的,以及我们可以从他们的身上找到哪些改进的点。

酒店服务生

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). 

虽然Z一代(出生于1995年至2010年)的老年人今年25岁,人数超过千禧一代,但第一批“与互联网结缘”的本地人开始在酒店业发挥更大的作用。根据卡桑德拉研究,42%的18-24岁年龄段的人说他们需要旅行来完成他们的生活(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.

作为一个具有前瞻性的酒店品牌,JW万豪酒店希望通过为这些新客户提供独特的产品和服务,从住宿、场地设计、技术到餐饮(F&B)住宿管理,来引领市场,而相比之下,华盛顿特区W酒店在分析了他们现在提供的服务后,对未来的准备较少。

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万豪酒店在夏洛特万豪城市中心设立了M Beta,以了解Z世代带来的变化视角。为了取悦我们这个时代的数字本地人,移动入住和免钥匙进入似乎是必要的,JW万豪将目光集中在更好的室内娱乐产品上。

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.

今天介绍的是一篇专门分析 hospitality industry的范文,这篇essay的重点解析了酒店行业该如何吸引Generation Z,也就是通常所说的95后。由于这些消费者对于科技产品的依赖程度要远远高于比它们年长的客户群,这就需要酒店行业设计出针对这些消费者独特的服务来吸引这些年轻人。 

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