Motivation of generation Z when choosing a hotel

Abstract

The article deals with the study of motives influencing the choice of a hotel by those of generation Z. Currently, they are one of the most numerous consumer groups and are of research interest not only to the scientific community, but also to business in general, as they are of direct commercial interest.

For the hospitality industry, segmentation through the theory of generations is an innovative way to attract and retain customers, and position oneself as an innovator of a unique service for the consumer [Kireeva et al. 2022, p. 702] belonging to one generation or another. For example, the people of the generation in question prefer traveling to material goods. In their ranking of expenses, traveling the world gives way to savings for a down payment on housing. They are quite picky about where they stay during their holidays. Therefore, it is important for hoteliers to know and understand the value orientations and criteria that influence the choice of hotels by that target audience.

Through an indirect survey conducted using a questionnaire created in Google Form, the authors managed to identify the key motives influencing the choice of a hotel by generation Z. Knowledge of these factors is crucial to increase the competitiveness of the hotel, develop and implement its service strategy based on personalization and understanding of preferences that determine expectations, and as a result, the choice of the hotel by “zoomers”.

In the context of the active development of domestic tourism in Russia, understanding the expectations and requests of generation Z is becoming increasingly relevant for hoteliers. The conducted research found that the generation in question travels quite often and, as a rule, chooses hotels of the highest category as the main place of accommodation during travel, since the quality of service and the level of service in them are much higher and the service is personalized.