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Marketing Tips: 4 Ways to Engage with Generation Z

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Marketing Tips: 4 Ways to Engage with Generation Z

Rumour has it that a unique and fast-growing group of individuals have grabbed the universal spotlight. Described as the first true digital natives of our times, members of Generation Z make up almost 25% of the world’s population and are predicted to out-populate the generations before them.

In fact, by 2020 this generation will account for 40% of all consumers with disposable income to travel and are soon to be 4:10 consumers in the world’s largest markets.

While it may be common knowledge that the average Gen Zer can be reached through social media platforms, brands that don’t have the right understanding of their social behaviour or how to communicate to them will fall behind.

In this article we highlight 4 ways you can design your next hotel marketing strategy to effectively reach and engage members of Gen Z.

First, it’s important to note that Gen Z is very different to their much-researched Millennial predecessors-  some would even say they’re quite the opposites. Take a look at the infographic to understand what key characteristics distinguish the two.

Now that you grasp the main differences, let’s get to the juicy bits. How can you connect to them?

Super Hospitality blog: millennials vs generation z

1) Multiple Device Marketing

Members of Generation Z don’t recognise a world where smart devices and technology aren’t within close reach. According to a Forbes research study, members of Gen Z are prone to have an average of 5 devices on hand. They also consume information differently and have the average attention span of 8 seconds- 4 seconds less than that of the average Millennial!

In addition, studies have found that they are quite attached to their devices as well.  91% of Gen Zers have been found to scroll actively through their digital devices in bed in the evenings and 40% say that working WiFi is more important to them than working bathrooms.

In order to reach them, hoteliers must adapt their marketing messages to their short attention spans.

Eye-catching visuals with short and personalised texts, high-quality videos and interactive media will be far more appealing to them than long, salesy messages. Moreover, replacing certain words with symbols like emojis is also highly recommended because it keeps the communication light and fun, showing that your hotel is keeping up with the new style of communication.

2) Social Media Marketing

Social Media is extremely important to Generation Z, with the average member using up to five different social channels per day.

According to one source, “44% of Generation Z check in on social media at least hourly, with 7% checking in more often than every fifteen minutes”!

Gen Zers also have a huge fear of missing out (FOMO) and like to stay informed on what their friends and family are doing through social media at all times.

YouTube, Snapchat, Instagram and Facebook are amongst the most utilised platforms, with Snapchat taking the top spot allowing them to share real-life moments in real time.

To catch their attention on social media, it’s important to involve Gen Z consumers in your communication process and allow them to become your brand ambassadors.

Several brands have already started creating unique Snapchat geo-filters to encourage active participation and allow guests to share different real-time experiences during their stay. Gen Zers respond much more positively to this method of communication and end up feeling a much stronger connection to the brand as well.

“By 2020, Generation Z will account for 40% of all consumers with disposable income to travel…”

3) The Strive to be Unique

Gen Zers have frequently been described as culture creators who are ‘empowered, connected, emphatic, self-starters that want to stand out and make a difference in the world’. They will more likely choose brands that stimulate their aim to be unique and evolve into self-standing individuals.

In order to succeed, your brand must take on a more supportive role by changing your message from “we can get you there,” to “we can help you get yourself there” (Millennial marketing). It’s also important to clearly communicate your company’s values and your involvement in the community to show that you share the Gen Z passion to make a positive difference in the world.

4) Authentic Experiences

Gen Z want to experience your brand in its most real, raw form. They list authenticity high on their list and feel that the ability to relate to a brand is more important than being shown edited high-end marketing campaigns. Remember, Gen Z are realists who embrace diversity. They’re tired of being shown dream-like messages that convey “what could be” instead of “what is”.

For more insight on how to connect to this new and empowered generation, get in touch and we’ll be happy to devise the right marketing plan for you.

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