Studie
Gen Z: new guests, new demands
Vienna (OTS) - "It's not just our industry that is undergoing change, but also our guests. Generation Z has new views, demands and priorities. If you want to attract and inspire them as guests, you have to understand them," says ÖHV President Walter Veit, explaining the approach of the latest ÖHV study. He is convinced that those who believe they can carry on as before are in for a rude awakening: "It is not enough to use the right communication channels - the tonality, visual language and, above all, the offer itself must fit."
New generation, new values
Transformation expert Dr Vladimir Preveden has analysed for the ÖHV what makes Gen Z, i.e. those born between 1995 and 2010, tick and what they expect from a hotel and a destination: "Many things that are currently seen as trends are a matter of course for Gen Z and an integral part of their lives. Sustainability and digitalisation are two of the best-known examples of this." The study is based on the 360-degree guest journey. In other words, the cycle that every guest goes through, from inspiration, planning and booking to arrival, stay, check-out and year-round communication.
Social media: no relevance without presence
Generation Z uses social media as its primary communication and inspiration channel. Veit points out that Instagram & Co. are indispensable, from travel planning to booking and evaluation through to aftercare. If you are not represented there, you will not appear on the screens of teenagers and young adults. The good news is that many top hotels are already active on social networks: 9 out of 10 communicate with their guests via Facebook and Instagram, according to a survey of ÖHV members as part of the study. There is still room for improvement on TikTok, with 16% actively using the channel. Authenticity is important here. If you don't communicate your values credibly, you lose.
At least as important: the right offers. "And these are ideally personalised. Gen Z expects tailor-made offers and personalised aftercare," explains Preveden. A personalised welcome is also important, although check-in should also be as digital and seamless as possible. "What may seem like a contradiction at first glance has a significant impact on job descriptions. Reception staff will become welcome managers in the future. There are completely new requirements." Of course, digitalisation doesn't stop at check-in; there is also potential for in-room technologies. While high-speed Wi-Fi is standard, smart rooms and TVs as well as digital concierge services are on the rise.
Sustainability as a cornerstone
Sustainability is a factor that resonates at almost every point in the guest journey. "Austria's top hotels are already very well positioned and committed in this area. We as ÖHV are also prioritising the topic with our initiatives," Veit points out. Every second hotel stated that the hotel's sustainability efforts are clearly recognisable and visible to guests. "There is still potential that can be realised. The sustainable success story of many hotels can be marketed better and put more in the shop window," Preveden is convinced.
Despite the innovative strength and future-orientation of the top hotel industry, Veit sees an urgent need for action in terms of the framework conditions: "This is where politics is needed. We need clear answers to the central question of how we can make Austria fit again as a business location." The major levers are known: The tax burden on labour is one of the highest in Europe, and the bureaucratic burden unnecessarily costs companies time and money: "These hurdles urgently need to be removed!" He sees the current government negotiations as an opportunity for real reforms: "Austria cannot afford to lose touch with top international locations. Bold decisions are needed to ensure the competitiveness of our companies. We are happy to go down this path and get to work."
You can download the entire study here