Characterizing Generation Z and its Implications to Booking Practices in the Hotel Industry

Abstract

In an evaluation of preceding research, this study explores the characterization of Generation Z and, through a carefully designed questionnaire, its impact on consumer booking practices to prepare the hotel industry to better adapt to the incoming generation of travelers. Informed by the literature evaluated, the survey asks questions to (1) characterize the travel behavior of each participant, (2) ascertain the relative importance of multiple identified factors to their booking decision, and (3) characterize their individual profile. The results of this study illustrate the importance of price to the booking decision, over location, brand, online ratings, and amenities, reinforcing a concept recently introduced to the hospitality industry as “affordable luxury”.