An Assessment of Generation Z’s Preferences for Guest-Facing Hotel Technologies
Generation Z, also commonly described as Digital Natives, is a notable emerging market for hoteliers. Given the ever-evolving nature of the consumers, existing marketing strategies may not always be effective for incoming generational cohorts. This exploratory study submits that examining Generation Z members’ perceptions on guest-facing hotel technologies could yield useful information for new marketing strategies. The findings establish that guest-facing technologies is an important consideration for the members of Generation Z when selecting a hotel accommodation and they are willing to pay more for a hotel property that offers them. However, the level of perceived importance of such technologies varied depending on the functionality the particular technology offered in the context of a hotel stay.
Copyright (c) 2019 Jennifer Jaimes, Mehmet Erdem, ChihChien Chen, William Doyle
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