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January 28, 2020

How does luxury stay up-to-date within the hotel industry?

Fluxx Mindscape - Luxury Hotel Industry



Generation Y and Z have become buzzwords that have made its way into the growing luxury industry. These two generations have many things in common but are also so different as Andrew has already written. https://fluxxlive.com/gen-z-millenials-on-steroids As these two generations are becoming more and more relevant for luxury products the hotel industry has to step up and get ready to treat these two generations the way they need to feel home and appreciated. 

Feeling home – but still appreciated

Many members of Generation Y are now earning enough money so they can afford a hotel costing more than 500 € a night. Most of these hotels still cater to the “old generation”, baby boomers and even the generation before, the “silent generation”. Generation Y members want to be seen as the high paying guest they are but still want to have a feeling of home and of being taken care of. How do you keep these two in balance? And how do you do this without disturbing one of the other generations you have to cater to?

Provide them with choices – lots of them

When staying at an expensive hotel we expect to have choices, for Generation Y these can’t be enough. The Roomers in Baden Baden in Germany offers about all meals available at its award-winning restaurant for room service – without a surcharge. If you don’t want to interact with anybody and spend your evening with “Netflix and Chill” you can not only order room service from a tablet, you can do about anything you normally would call the reception from this small device. Both food and rooms being very “insta-friendly” and the tv offering to connect to your own Netflix-Account is close to any Gen Y’s dream. 

Don’t let them wait

The attention span any member of Gen Y has is short. So don’t waste time you don’t have. At check in the receptionist always checks if her pace is right. You seem tired by her explaining the benefits your Platinum Tier to you as you hear them every stay? Let’s get over with them faster. You want to ask a question? Upon noticing the receptionist will leave more time between her sentences so you can interrupt easier, without being put on the spot by her. You simply want to head out after check out without any small talk? Check out digitally and you don’t have to wait in line and can start your day right away. 

Don’t underestimate the worth they have

  • Just because somebody is young this doesn’t mean they can’t afford staying in your hotel. Don’t let them feel like they are visiting a luxury hotel for the first time, even if they may be. 
  • Generation Y and Z don’t care as much about classical status symbols so don’t expect expensive clothes on the guest checking in to the junior suite. 
  • Cater to guests arriving by public transportation. At many luxury hotels are very surprised when guests walk over from the bus stop sometimes even carrying a backpack. Choosing the bus is often not a question about money, it’s a decision based on the way these people want to experience the place they are at. This doesn’t mean they will not take the Bentley Shuttle to get to the airport the day after. 

Post’s Author

Fluxx Team - Alexander Müller
Alexander Müller - Partner

Alex love for mobility and luxury dates back to his earlies childhood. With professional experience in the automotive industry he got to know the world of premium and luxury goods. Afterwards he targeted the travel-industry and experienced luxury brands within different cultures and heritage.

As a trainer and consultant for multi-layer communication concepts, he has been intensively involved in developing brands such as Mercedes-AMG, BMW & Porsche. Alex loves connecting with people through experiences and enjoying great moments with diverse characters all around the world.


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