About this Episode
Generations X and Y are cynical and skeptical of traditions and institutions, including hotel brands. In this episode, Bonnie Knutson, Professor at Michigan State University School of Hospitality Business explains why these generations are the way they are, how they behave and what they value. She also reveals three mantras: truth, testimonial and community activism that can help you break through the cynicism and effectively market to these highly consuming and spending generations of travelers.
Click for Video Details
- Episode #15
- Posted on November 23, 2009
- Duration: 12:47
- Captions:
generational marketing – gen x and y
gen x and y are cynical and skeptical of traditions and institutions
how can hotel marketers break through the cynicism?
grew up when many institutions were failing them
very skeptical of the outside, especially big names
gen y will be the largest consuming and spending generation in our history
understanding their skepticism can help you market to them
grew up with technology and online
value truth - they smell a story or untruth a mile away because they grew up with it
word of mouth is very important – trust peers more than advertising
more global and environmental awareness than any other generation
community activism is a discriminating point in brand selection
will select hotels that are active in the community over those that aren’t
show their peers having a great experience at your hotel
three mantras: truth, testimonial, community activism
cynicism generates an “I don’t believe you attitude”
monitor blogs, online presence and reviews of your property
social media causes brands to lose control of messages
it’s more than “show me,” it’s “make me believe”
testimonials on website can be forgotten when consumers read peer reviews
monitor online reviews - correct missteps, correct misconceptions, make amends
for one bad thing, it takes six good things to make the customer forget
monitoring your reviews is critical to attracting these generations - Embed Link:
6 Comments
Thanks a lot for sharing this topic. Very useful information. Looking forward for the next session.
Andreea, Romania
Interesting interview. However, being from the generation Y and working as a social media manager for a luxury hotels website, I, too often, see how wrong the conception of managers is regarding our generation. I ve got plenty of examples regarding missed marketing opportunities by the hoteliers industry. Just to give one: the free wireless connection in bed rooms…
I was recently writing an about the online marketing and reputation management by hoteliers and it seems that everyone is speaking about listening and engaging but the majority of hoteliers keeps on working it the old way either because of a lack of competences or difficulties at change management. From a generation Y point of view, what can make YOU, older generations, understand it?
Great information and mantras.
Good Morning John,
This is my first time viewing V TV and I thought the topic was wonderful. I cannot wait to tune in for the next topic.
Thanks,
Cammy
US
hi,thanks
omead,iraq
Hi John thanks again for facilitating this channel and to Bonnie again for words of wisdom.
David, UK.
2 Trackbacks
[...] This post was mentioned on Twitter by NORTHWIND Maestro. NORTHWIND Maestro said: Video: Gen X & Y are skeptical of marketing, traditions & institutions-including hotels! How do you connect ($) to them? http://ow.ly/F1L7 [...]
[...] This post was mentioned on Twitter by antoine grillon, D Runner. D Runner said: Generational Marketing – Gen X and Gen Y | VTV Channel – A Vlog … http://bit.ly/78bmQm [...]