Tourism marketers need to better understand Gen Z

first_imgTravel and tourism entities need to adapt to the expectations of Gen Z, consumers in their teens, because Gen Z is unlike previous generations.According to Carolyn Childs, co-founder of MyTravelResearch.com, Gen Z members are 100 per cent digital natives, born after 1995, who have grown up in an era of mobile devices and smartphones.They live in a world that is neither offline or online, but one seamless, interchangeable zone and are multi-taskers with short attention spans.Marketers will therefore have a much better chance of reaching them if they ‘game-ify’ their offer. If marketers don’t grab them quick with their marketing pitch, they will lose them in the blink on an eye, says Childs.Gen Z members have global values and want results at the press of a button, they demand respect, respond well to visual media, and can process information quickly.“They are proactive in that Gen Z see it as their job to make things right,” she argues. “They perceive the world as damaged and compromised by the more selfish generations that went before them.”Childs argues that Gen Z’s innate comfort with mobile technology has earned them respect from older generations, who have more money, but no instinctive digital know-how. Gen Z is heavily influenced by post-financial crash values.“In a globalised world defined by multi-culturism, diversity, bigger inequalities, and wrenching social change, Gen Z sees it as their job to make things right. They have little empathy with outmoded left versus right political parties. They see themselves as skilled, resourceful, flexible and comfortable working on their own towards a collective good,” says Childs.One of the big challenges facing tourism marketers trying to woo Gen Z members is how to market nature and outdoor experiences to a generation for whom “playing in the street has gone”.Source = ETB Travel News: Lewis Wisemanlast_img read more

Go back to the enewsletter Mandarin Oriental Hotel

first_imgGo back to the enewsletterMandarin Oriental Hotel Group has taken over management of CastaDiva Resort & Spa, an existing resort on Lake Como, Italy. The property will be rebranded as Mandarin Oriental, Lake Como in spring 2019 following a refurbishment of facilities. It will become Mandarin Oriental’s first resort in Western Europe and will complement the Group’s Milan hotel.Located on the shores of Lake Como and surrounded by botanic parkland, the resort is a landmark of historic importance comprising 76 rooms and suites housed in nine villas, dating from the 19th century. Two of the villas will be bookable in their entirety giving guests their own private retreat.Villa Amina Lake ComoAlmost all accommodation has lake views from either a balcony or terrace. The resort features four restaurants and bars, including a lakeside terrace for al fresco dining, a large spa with an indoor swimming pool and an outdoor floating pool on the lake. There’s also a variety of social and meeting facilities in the resort’s grounds.“We are delighted to be extending the Mandarin Oriental brand to the shores of Lake Como which has long been a destination of choice for luxury travellers. We look forward to bringing the Group’s exemplary service to the resort and to working with our partners to create one of Italy’s most exclusive properties,” said James Riley, Group Chief Executive of Mandarin Oriental Hotel Group.CastaDiva Resort & Spa was acquired in 2017 by funds managed by Attestor Capital LLP. According to its website, the property is currently part of the Small Luxury Hotels collection.Go back to the enewsletterlast_img read more