Modern Marketing Management Techniques for Generations X, Z, and Y in the Hospitality Industry: the case of the Rixos Hotels chain
Sakhanenko, Milana (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051010767
https://urn.fi/URN:NBN:fi:amk-2024051010767
Tiivistelmä
The thesis is about the creation and innovation development of marketing and promotion techniques by social media platforms for representatives of the generations X, Y and Z during the process of choosing a hotel for different purposes. With the main aim to increase the customer’s loyalty and to attract more customers in the conditions of tough competition, the hotel management needs to boost their standard position to a new level. To achieve preponderance over the competitors, it is necessary to elaborate and implement renewed standards of quality and services.
The thesis study applied quantitative and qualitive research methods, including observations, data gathering and analysis, online surveys, and interview. The aim was to implement new ideas for an increasing customers’ awareness in the hospitality industry, and to explore basic potential factors that influence the opinions and preferences of guests.
The results can be used in the hospitality industry by chains of hotels, marketing managers, and promotion specialists. This way, promotion campaigns that incorporate routine escape, local culture features, family values, or even humor in social media could have a significant impact on boosting occupancy rates in luxury hotels.
The results relate to the effective application of innovative marketing approaches that require a deep understanding of the preferences and behavioral characteristics of each of these generations. The growing interest in local culture creates additional opportunities for marketing initiatives, allowing companies to create unique and attractive offers that reflect local characteristics and traditions. In addition, the use of user-generated content (UGC) has significant potential to strengthen audience engagement and create a more authentic connection with consumers, which contributes to increasing the effectiveness of marketing efforts in the hotel industry.
The thesis study applied quantitative and qualitive research methods, including observations, data gathering and analysis, online surveys, and interview. The aim was to implement new ideas for an increasing customers’ awareness in the hospitality industry, and to explore basic potential factors that influence the opinions and preferences of guests.
The results can be used in the hospitality industry by chains of hotels, marketing managers, and promotion specialists. This way, promotion campaigns that incorporate routine escape, local culture features, family values, or even humor in social media could have a significant impact on boosting occupancy rates in luxury hotels.
The results relate to the effective application of innovative marketing approaches that require a deep understanding of the preferences and behavioral characteristics of each of these generations. The growing interest in local culture creates additional opportunities for marketing initiatives, allowing companies to create unique and attractive offers that reflect local characteristics and traditions. In addition, the use of user-generated content (UGC) has significant potential to strengthen audience engagement and create a more authentic connection with consumers, which contributes to increasing the effectiveness of marketing efforts in the hotel industry.