Based on the article and this unit’s other reading assignments, examine how value proposition in the hotel industry has evolved to change guest behavior across generations.

Access the following resource by clicking the link below:

North Americans feel better about hotels than ever. The goodwill is unlikely to last: Future reservations (2016, July 18). The Economist. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.libraryresources.columbiasouthern.edu/abicomplete/docview/
1805954611/fulltext/D41E89BD9BFF4A3CPQ/8?accountid=33337

Based on the article and this unit’s other reading assignments, examine how value proposition in the hotel industry has evolved to change guest behavior across generations. Provide examples that support your analysis.

MODEL ANSWER

Value Proposition in Hotel Industry

Hospitality industry is an important sector that serve as a source of income for many people. The industry has been changing value proposition to meet the customer needs and preferences that are always changing since customers want self-esteem, satisfaction, pride, praise, and feelings of comfort. Most hotels seek to improve their pre-arrival and onsite services by meeting customer expectations. This is achieved by having an exceptional location and unique guestroom options that give guests great vacation experiences.  This essay will discuss how value proposition in the hotel industry has evolved to change guest behavior across generations.

Hotels are increasingly offering services that are attractive to the millenials like fast and easy checking in/out as well as meals at reasonable prices. They do this to adapt to the needs of this generation which is always focused on efficiency (Bowie, Buttle, Brookes & Mariussen, 2016). Second, hotels are also employing smartphone enabled facilities to change customer behavior.  

As a result of globalization and increase in international trade, hotels are providing services for different cultures in order to cater for the demands of visitors from all over the world (Melissen, Cavagnaro, Damen, & Düweke, 2016). This has helped them ensure improved customer satisfaction as well as enhancing efficiency in customer service. In addition, hotels are providing wellness services such as yoga, gyms and pools and spas in order to enhance their competitive advantage. This is to cater for visitors that are looking for places to relax and meditate. Hotels are also working with online travelling agencies to make it easier for customers to assess the prices and to seek direction. They have come up with online booking platforms and mobile check-ins that are making it easy to book accommodation and make travel plans for free.

Hotels are using social media to market and promote their services. Today, a customer will first go online to check the hotels social media page to see what they offer and to read reviews from previous guests before determining whether to book the hotel or not. Therefore, hotels are more transparent with their online platforms and detail the services that they offer. Hotels are using these platforms to communicate with their customers directly and to convince them that their services and quality of food are the best. Fortunately, with the help of Facebook and twitter, customers can easily provide negative feedback for a hotel if the services are not up to par hence helping customers to make informed decision.

With a lot of hotels adopting all these strategies to improve their value proposition, a hotel still needs to stand out from others offering similar services. Therefore, some hotels are offering unique services like free wine tastings, free Wi-Fi and some are even using social media influencers like youtubers to market the hotel on their channels. Some hotels are focusing on providing a single service. They may focus on just meals, others conference and meetings, others drinks or event hosting (Melissen et al., 2016). This has made it easier for customers to find the type of service they really want without having to pay for other services that they might not use. Hotels are also embracing eco-friendly practices and environment to their customers. People all over the world understand the importance of having..