Abstract

This chapter set out to understand the key characteristics of the Baby Boom, Generation X, Generation Y, Generation Z and Generation α as chain hotel customers and also to identify how the chain hotel industry is adapting to them. All five generations have interesting and complex profiles. Expressions such as latest technology, a stylish product, affordable, and a special customer experience seem to dominate the narratives of these generations. However, each generation appears to understand these aspects in different ways as the chapter explored. With each new generation the focus seems to be more on individualised, personalised hotel experiences, stylish, yet affordable, technologically advanced but with a human touch. This is a challenge as most existing chain hotels provide a standardised, globalised product and originality and style come at a considerable cost to build and maintain. Product adaptation as well as product innovation appears to be the strategies employed by many major chain hotels with new services and new types of chain hotels specifically targeting each generation being developed. Marriott, for example, is attempting to target the leisure Generation Y traveller with a new budget hotel (MOXY), and the business Gen-Y with a new design-focused hotel brand (AC Hotels). The changes they are implementing now are to ensure their survival as Generation Y takes the main stage and Generations Z and α come of age.