Building Loyalty with Intergenerational Spa and Wellness Programs

By Mia A. Mackman President & Owner, Mackman ES | August 27, 2017

Growth in travel and tourism continues to rise in conjunction with intergenerational lifestyles, shifting values and increasing wellness keynotes. Every generation has unique preferences and imperatives that set them apart and stick. Accounting for nearly half of the population, Millennials and Generation Z have considerable weight in the market share. This article examines perceived values vs. core values and the benefits of incorporating a multi-generational, multi-faceted approach to spa and wellness programming to enhance customer spend and loyalty.

Generational Overlay

The structure of the family unit has dramatically changed over the years. This has inevitably impacted families, day-to-day living, tourism and travel. The Pew Research Center reported “a record 60.6 million Americans live in multigenerational households.” (Figure 1) This averages to “nearly one-in-five Americans” that are living in a diverse family environment with a multigenerational overlay.

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Generation X and Millennials are the “bridge markets” between the aging Baby Boomer population and the radically different mindset of Generation Z. The Millennial market has been the most studied, documented and #selfie-chronicled generation of all time. Whereas many seek to understand the mentality and profile the millennials up close, most forget they are yet, a part of the bridge connecting the choices made today to the behaviors and preferences of the future.

Unlike the generations before them, Millennials and Gen X are immersed in modern-day parenting. They face higher demands on time, financial uncertainty and chronic social, political and lifestyle changes. They are also the first generations to raise children in a highly digital age alongside a constant interface with the internet. Despite the challenges of parenting and striving towards well-being and work-life balance, their dedication to multi-task, care-take and provide for their aging parents is stronger than ever.

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Coming up in September 2018...

Hotel Group Meetings: The Need for Speed

2017 was a banner year in the Hotel Group Meetings marketplace and that trend is expected to continue throughout 2018. Planners are experiencing a renewed sense of confidence due to a reinvigorated economy and increased job creation, which typically provides a boost in corporate meetings. Given this promising outlook, planners are maintaining a fast and furious pace, and they are utilizing an array of technologies to speed things up. For example, planner requests and proposals are expected to be turned around quickly; the mantra seems to be “as soon as possible, or sooner!” To that end, the use of electronic Request for Proposals (eRFPs) to source hotels and venues has increased in recent years, bringing many timely benefits to the Meetings industry. As a result, in order for hotels to attract and book meetings, they have to be willing to operate with a sense of urgency, which is the new baseline for success. Once on property, the need for speed doesn't diminish. Poken is a cloud-based event management platform, which enables attendees to easily and quickly connect, network and share contact info. ClickShare is a wireless presentation system that permits others in the meeting room to share their laptop with the presenter screen at the push of a button. Skype is useful in order to engage with remote participants in real time, and dedicated apps are being routinely used to drive registration and communication before, during and after a meeting. Finally, text messaging is replacing emailing and phone calls simply because it's quicker. The September Hotel Business Review will examine issues relevant to group meetings and will report on what some hotels are doing to promote this sector of their operations.