My generation: A review of marketing strategies on different age groups

As the famous pop group, the Who, sang “My generation”, referring to the wants and needs of their fans and popular culture in the mid-1960s, change was in the air. In the early 21st century an ever more complex world exists, and for today’s hotel marketing teams, online marketing approaches need to focus on specific target groups, and often the best way to do this is by age group. This paper focuses on the influences marketing strategies have on the different generations and how a specific generation can be influenced in order to gain more sales in the hotel sector. This article will illustrate that the Baby Boomer generation, born between 1946 and 1964, is a very diverse age group. Baby Boomers can be influenced with both traditional and online marketing strategies. Following on from Baby Boomers, there is a group categorised as Generation X. This generation is in an age group situated in the middle between the Baby Boomers and Generation Y; however, this paper will show that this age group shows a strong preference for online marketing, and consists of mainly digital natives, and social media and online marketing strategies are the best way to present hotel marketing campaigns to this particular age group.Keywords: consumer choice, generations, hotels, marketing strategie

The benefit of guest loyalty programmes

The aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme and its use; the sort of loyalty programmes; the effects of a loyalty programme; and the wishes and needs of a leisure guest. Surveys were divided among 46 leisure guests of Apollo Hotels and Resorts in order to collect data on consumer demand for a guest loyalty programme. The data shows that it is highly recommended for Apollo Hotels and Resorts to implement a leisure guest loyalty programme based on tiers, with the possibility to redeem the saved credits for discounts at Apollo Hotels and Resorts. Furthermore, the data shows it is important that members of the guest loyalty programme receive special services not available to non-members.Keywords: guest loyalty programme, leisure guests, loyalty programme based on tiers, discounts, personal servic

The future of hospitality jobs

This article reviews the literature on artificial intelligence (AI)-driven technology and looks at its effects on the future of hospitality jobs, and the skills needed for the future. The purpose of this article is to understand and describe how developments in AI-driven robotics and automation will shape the future of hospitality jobs, the skills in demand, and their impact on the design of education and training. Various input parameters are significant in understanding the future of hospitality jobs. For an optimised understanding, literature has been critically reviewed and investigated from different angles, namely academics, technological advancements, developments in the industry, and governments and policymakers. The literature reveals that AI-driven technology is developing at a very high speed and shows its extensive application in tourism and hospitality  management and other related industries. Many of today’s jobs will be lost to AI, automation and robotics, and new jobs with new skill-set requirements will emerge. Education establishments will have to adopt a new futureproof educational system or risk becoming obsolete. This review article will be beneficial for industry and education. The article reveals the detailed literature review on jobs that are at high risk of disappearing and offers an insight into what future jobs might be and what skills and competences will be required. Keywords: artificial intelligence, employment, skills, hospitality, human resources, training and educatio

The future of hospitality jobs: The rise of the gig worker

This review article aims to analyse the different perspectives on the gig economy and gig workers, specifically in the hospitality industry, and establish a research base that contributes to future research. The article examines the perceptions of both employers and employees of the gig economy based on available literature. Current literature reveals that the impact of gig-style work is under-researched in many areas, including the hospitality sector. The COVID-19 pandemic and its restrictions have revitalised the gig economy and forced the hospitality industry to explore a sustainable long-term relationship with it. Many of today’s permanent hospitality jobs will be lost to gig workers. Governments and employers have to prepare and adapt to a future where the desire for flexibility is central. The article reviews the many advantages and disadvantages of the gig economy and offers an insight into the future of hospitality jobs. This review article is beneficial for both industrial and educational applications

Change as a travel benefit: Exploring the impact of travel experiences on Italian youth

This paper aims, firstly, at identifying the main dimensions of perceived change induced in young people by a travel experience and, secondly, at understanding which dimensions of the tourism experience have the greatest influence on this change. A survey was designed based on the contemporary literature and validated through a series of in-depth, semi-structured interviews with experts. Data were collected from a representative sample of 400 young Italian travellers. Principal Components Analysis (PCA) identified two dimensions of perceived personal change. The first dimension is linked to cultural knowledge and openness to other cultures, while the second relates to the introspective benefits that allow young travellers to enhance their self-understanding. By using logistic regression models, the influence of sociodemographic variables and the tourism experience on the two change dimensions were identified. This study confirms the potentiality of tourism to promote change in the young traveller. Moreover, in answering its first aim, it shows that change is a two-dimensional construct involving personal and interpersonal change. Regarding the second research aim, this study has contributed to a more solid distinction between meaning and motivation to travel. Results moreover show that meaning, motivation and satisfaction are the components of the travel experience that exercise a significant influence on the perceived change.Keywords: youth tourism, millennial travel experience, personal and interpersonal chang

The influence of the importance of event factors on meeting planner satisfaction: A case study of a theme park event business

This paper presents data from a research project aimed at identifying how important the different event factors are to the visiting meeting planners and how this might influence guest satisfaction. The focus for the researchers was to get an overall picture of the meeting planners’ satisfaction and to identify the areas which needed more focus, in order to improve future business. This was done by sending an online survey to 25 regularly visiting meeting planners. This survey asked the meeting planners to rate event factors on their importance, and the satisfaction level regarding a certain planned event on service and physical factors. The event factors were derived from both the academic literature and the experience of the company. The survey was split into two parts. First, the factors needed to be rated in terms of importance, and second on satisfaction. Seven meeting planners filled out the survey. Nevertheless the findings showed that friendliness and politeness scored highest on importance of all factors. Also empathy, reliability, responsiveness, tangibles, and food quality scored high on importance. Improvement areas concerning satisfaction are “consultation” and “reachability” during the planning process, and “cleanliness of meeting rooms”. Further investigation is needed for the factors of “lighting, climate and soundproofing of meeting rooms”, “size and number of facilities”, “presentation, variety and quantity of food”. and why customers actually choose a theme park for their event.Keywords: importance, satisfaction, meeting planner, theme park, MIC

Wasted millions: Revenue management in Dutch culinary restaurants

The concept of revenue management is widely adopted in various industries including the hospitality industry. Yet, its application to the restaurant industry has been limited. Especially culinary restaurants appear to be a somewhat unexplored area of study, thus indicating a gap in the literature for restaurant revenue management. No previous research in the Netherlands has included culinary restaurants as a separate category in studies on restaurant revenue management. The research method is a case study approach leading to explanatory interviews, in addition to the experience of two of the authors themselves with over a total of 25 years of experience in the culinary restaurant business in the Netherlands. Eleven key stakeholders representing the Dutch hospitality and restaurant industry were interviewed. The interviews were then analysed and conclusions drawn. Dutch culinary restaurants do not consciously practice revenue management and thus do not have a strategy for it. This means that if culinary restaurants in the Netherlands could achieve the 2–5% revenue improvement that is typically associated with the application of revenue management, overall revenues could be increased by eight million Euros annually, almost all directly added to the bottom-line of these businesses.Keywords: financial management, restaurant management, Dutch fine-dining restaurants, increased profit

The impact of migrant workers on the hospitality labour market: a review.

This article examines the employment of migrants in the hospitality industry and lays out a research programme for a better understanding of their contribution and the factors that contribute to it

The benefit of guest loyalty programmes

The aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme and its use; the sort of loyalty programmes; the effects of a loyalty programme; and the wishes and needs of a leisure guest. Surveys were divided among 46 leisure guests of Apollo Hotels and Resorts in order to collect data on consumer demand for a guest loyalty programme. The data shows that it is highly recommended for Apollo Hotels and Resorts to implement a leisure guest loyalty programme based on tiers, with the possibility to redeem the saved credits for discounts at Apollo Hotels and Resorts. Furthermore, the data shows it is important that members of the guest loyalty programme receive special services not available to non-members.Keywords: guest loyalty programme, leisure guests, loyalty programme based on tiers, discounts, personal servic

In-company education: an example of best practice?

Purpose – Nottingham Business School recently validated a suite of generic qualifications based round the theme of leisure retailing. The purpose of this paper is to describe the Advanced Diploma, where one of the first cohorts on the programme was pub managers and area managers from J.D. Wetherspoon. Design/methodology/approach – This paper presents the findings of a telephone survey of 17 pub managers and three area managers who had successfully completed the Advanced Diploma in 2005. Findings – Around eight out of ten pub managers interviewed reported positive impressions of the course and went on to state that their property had increased sales, profits, customer and staff satisfaction. Results from company sales and performance data support the impressions created by these qualitative interviews. Sales, gross profit and unit profit performance all show overall improvements in performance compared to company averages. Practical implications – Apart from students obtaining a university qualification it would appear that in every case individual pubs reported a substantial improvement in their business. The other implication is that the way in which these students are able to obtain a degree might well become the accepted alternative to full time education and all the financial implications that go with it.</p