Staying Alert to Society's Generations

By Richard Takach, Jr. President & CEO, Vesta Hospitality | September 06, 2015

The goal is not to pigeonhole any one group or individual but rather to gain some insights that may help us better understand what satisfies our staff and our guests. By doing this we can understand how to build a harmonious, productive team and a great guest experience.

Ages Add Up

Let’s start with the “older folks”, the 15 percent of the US population that is aged 65 and over (48 million people, give or take a few). Among this group are many active, highly educated, financially secure, resourceful men and women who are anything but retired. They take on new careers, form businesses or travel the globe, landing upon the doorsteps and in the lobbies of many of our properties. Many of these individuals, either due to necessity or merely an interest in staying active and earning a few extra bucks, are extending their work life, at least part-time.

With their accumulated knowledge and experience of the hospitality industry, these industry veterans can be invaluable adjuncts to our full-time staff. These seniors also include some Baby Boomers, which the U.S. Census Bureau classifies as those born between the years 1946 and 1964. They make up about a quarter of the U.S. population. The group has substantial financial resources in aggregate and still strongly influences consumer spending. With the oldest baby comers now nearing 70 years of age, some individuals in this group qualify as seniors, some of whom are retired, while other Baby Boomers are in the latter stages of their work lives or family responsibilities.

Peeling off the years we find Gen X, those born after the post-World War II baby boom, with birth dates ranging from the early 1960s to early 1980s. Succeeding this group are the Millennials (also called Generation Y). Their birth dates range from the early 1980s to the early 2000s.

Millennials, having grown up as the most computer, Internet and social media savvy of the generations mentioned certainly garner a great deal of attention. They are among our youngest staff members; many just starting out in the hospitality industry. Rounding out the alphabet, the generation currently in their childhood years is being called Generation Z.

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Steven Ferry
Benjamin Jost
Peggy Borgman
Roger G. Hill
Mike Kistner
Adrian Kurre
Eric Blanc
Nigel Lobo
Larry K. Kimball
Stacy Shaw
Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.