Concept explainers
Case summary: The hotels have proposed to target the Millennials with their new amenities. With a quick change in technology and innovations, the hotels have started to upgrade themselves by providing latest facilities to the customers in order to attract younger guests. The hotel chains have made all possible ways to attract the customers forgetting about their budget. Some facilities are plush furniture, stylish bars, and place for socializing.
They have additional added gyms, free wine and tea tastings, chick-in kiosks, high speed Wi-Fi access. Post the usage of social media sites such as Site T and Site F, there has been an increase in customer preferring travel and accommodation. The hotel business' push to attract a group whose travel spending has risen quickly. The business has made some amazing progress from putting chocolates on visitors' pillows around evening time.
Characters in the case: Hotel H, Hotel S, Hotel M, Hotel IC, Site F, Site T, Site G and Site Y.
To Discuss: The reasons on hotel chains see millennials as critical to their financial growth.
Introduction: Marketing is an activity, set of organizations and procedures for making, collaborating, conveying, and trading contributions that have value for clients, customers, accomplices, and society in general. Marketing strategy is a practice that is designed to enhance sales and achieves sustainable competitive advantage.
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