Society and Tourism and Hospitality

Aging Population Senior citizens has become major players in T& H Industry Though they are no longer in the job market, some of them enjoy a fair standard of living as they have pensions and income from investments. They are more and more willing to spend on traveling during their retirement as long as their health allows them to do so. So some travel agencies and hotels are willing to cater the needs of senior citizens.

Multigenerational Travel What can be told from the picture showing the food served in buffet breakfast at Hotel Icon Hong Kong?

Multigenerational Travel and Travel of Single-parent family Playground at Hyatt Regency Hotel, TST

Different Generations: an overview Veterans Baby boomers Generation X Generation Y Generation Z

The Veterans (aka The GI generation) Growing up in the time of Great Depression and WW2 Experience poverty and war Practical, security, conservative Retired Pensioners years old

When they go traveling… Packed tour is their first choice Economical Need to be taken care Somewhere with good medical facilities Prefer somewhere close and warm Never use Internet for info, regards on brochure and travel guide See different culture Longer stay (they have time)

When they choose hotels… Strong brand loyalty Prefer famous brand Need elderly friendly facilities They will stay in the same hotel for longer time (difficulties to move around, longer holiday…)

When they choose food… Prefer food that they are familiar with Be Health-conscious in their food choice are not be able to afford luxurious restaurants

The Baby Boomers born after World War II, between 1946 and 1964 Somehow rebellious (the generation who love Beatles, who experience anti-Vietnam War protests, who love mini-skirts and accept pre-marital sex and pro-choice in terms of abortion) are occupied with materialistic possessions and money and treat work and personal sacrifice as keys to success. do not believe in simple advertising. They demand full information

When they go traveling… Boomers are less likely to use internet to search travel-related information Boomers value health and wellness. They are the target customers of health tourism They also seek excitement by participating adventure travel Boomers also like to visit museums, sightsee in cities and visit historical sites.

When they choose hotels… They place greater importance on comfort. They concern about the branding of accommodations. They tend to stay longer. They value service and quiet environment

When they choose food… Value quality Wine-lovers

Generation X born between , in a period with increased divorce, big layoffs and decreased job security (2008 Economic Recession), increased consumerism, and extensive advertising (Prosperity in 1990s). preoccupied with material possessions and shopping emphasize work-home balance (most of them are middle/ top management, relatively wealthy) adapt well to change (IT immigrants)

When they go traveling… They tend to use Internet to search travel information. They want the need of fun and seek unique experience. Gen X, attend spectator sports, playing golf and tennis and go to beaches. (they are still kids in their heart) They will visit amusement and theme parks (for their kids)

When they choose hotels… They like to stay in a place that is trendy and stylish, and may not stay in the same chain hotel. They are usually sensitive to overpricing (they are home-makers) They are less loyal to brand and want to have higher value-money ratio

When they choose food… Fast food generation Consume wine and beer and spirit Mid-scale restaurants with efficient service

Generation Y born between 1980 and 1995/2000. optimistic, self-confident, and open to change, but are also impatient good at using technology value on leisure and consider play, material possessions and status more important tend to oppose the main stream values

When they go traveling… search travel information through Internet (late millennials are considered as IT natives) They seek novel and fashionable travel experiences. (they are still kids) They are willing to pay more for better quality They support responsible traveling

When they choose hotels… They are least loyal to hotel brands. Internet access and wireless environments is a MUST. accessible to shopping facilities

When they choose food… Restaurants are places for gathering. Wine + Beer + Spirit Value to money ratio Willing to try new things

What about you?

Different Generations: an overview The Character Traits of different generations: baby-boomer-generation-x/ baby-boomer-generation-x/ Marketing strategies of different generations:

Needs of different generations about trip arrangements, choice of hotels and restaurants Textbook Try to organize the detail descriptions according to the character traits of different generations Generation X Baby boomers’ Travel preference Generation and food preferences

Drinking and generations tap-beverage-alcohol-purchases-vary-by-age-group.html tap-beverage-alcohol-purchases-vary-by-age-group.html