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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
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  • Number of pages: 2

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firm Capgemini E.g. in 2016, Fuel Agency survey of 2,300 US leisure travellers around 25, revealed that 78% of them preferred to receive small discounts or privileges to use immediately rather than being offered another gift. great value for their next trip.

Millennials are marked by an economy in crisis, and their budget is limited. They will often look for the best price, even buying second hand or rent to save money. According to a report from the IAB, they are 70% to compare prices in store. Most of the time, they cross the internet price. The price will thus be one of the main purchasing criteria, followed by respect for the environment and quality. Paradoxically, Generation Y will most of the time, preferring a store visit to an online purchase for the emotion, feel, touch, try and so they realize 52% more impulse purchases than previous generations, according to a study of the Integer Group.

In tourism, they take full advantage of the deployment of low-cost which encouraged them to travel a lot and are also uberized thoroughly. Internet and technology, fell inside when they were little, contribute to determine their consumer behaviours. When the entire traveling population achieves an average of nearly 3 tourist trips (long or short) per year, the Millennials are at an average of more than 5 annually. And their tourism spending has increased by almost 10% per year over the past five years, compared to 4% for the general population. Today, 46% of hotel guest systematically consult online reviews to get an idea about a hotel before booking a room, and 78% of the Millennials are doing it (Coach Omnium study). When they are in business trip, Generation Y finds more pleasure in traveling than over the 35years old (50% versus 34%), according to an OpinionWay study.

Digital native's hotel research lies in the local cultural animation: He wants to explore all the dynamism around the hotel. This hotel must be the best guardian of his hard-earned money by offering him the best local possible for the best price possible. Authenticity is the key word of his excursion. E.g. Jaz in the City chain surprises explorer Y through the representation of a unique lifestyle of a city, relying on local musical and cultural activities. But since they are able to find this they do not really car if they are still in the same brand.

Overall, the loyalty issue is mostly due to the seek of comparison in order to get the best value for money and the massive choice they have to cope with.

Add to that the power of online agencies, OTAs, which offer Internet users extremely varied offers and capture valuable information on buyers, and we understand why the actors of the hotel industry need to reinvent the loyalty of their customers. It is therefore necessary to evolve, to differentiate more in the eyes of users, and to move from traditional practices to more creative and personalized rewards. It may be to make the consumption of accumulated points more flexible (use of immediate benefits instead of free nights in the future) or more diversified and responsible (points transformed into action for the solidarity and collaborative economy for example). But the loyalty of customers is not reduced to counting the number of people registered in a loyalty program. The goal, of course, is to have regular customers who use true brand loyalty and spend more on each visit, helping to increase sales in the long run.

We must look at the expectations of future customers, do not neglect those of Generation Y, between 18 and 34 years, because it will be key overcome the lack of fidelity. The study “Winning the race for guest loyalty” shows that Generation Y often aspires to an "affordable luxury", a lifestyle beyond its means, taking pride in finding good deals. Millennials exercise their rewards in non-traditional methods, redeeming points for rewards other than stays .And Millennials for 45% think about their loyalty programs in terms of number of free nights earned rather than number of points or status. Most of the time, they follow the brands on the social networks, because they want to be able to interact with them. They follow the content, share it and like it. The e-reputation of brands then comes into play: 96% of them, according to a US study, it will have a significant impact on the purchase decision. It is therefore important to build a favorable reputation.  Virtual visits to providers' websites can also prove to be tools likely to capture the attention of -35 years old, when they organize their trips. Collect points for living  experiences because nowadays Like all marketing strategies in the tourism industry, loyalty programs now rely on the customer experience to add value to the privileges offered. This is a way to attract the generation of millennials, fond of these novelties. E.g. Starwood has been a forerunner in this trend by creating SPG Moments, awards in the form of VIP access to sporting, cultural, culinary or musical events.

original initiatives, such as the temporary "Pay what you want" operation launched by five Parisian hotels, offer guests the chance to estimate the price of their night. This type of operation attracts attention but also helps to better understand the positive and negative aspects of the client's stay and the value given to each component of the experience. Data collected during customer stays is essential and hotels still have room for improvement in their operations. Indeed, a lot of information is recorded but not always used to anticipate the needs of a loyal customer or to memorize his preferences. The response to customer expectations will also pass through this..

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