Generation C Consumer Behavior

Business growth MarketPlace

Anissa KHARBACHILudmilla BESSEYRE des HORTS

MBA2A

DefinitionGeneration C : Generation born with Internet after 1990, know how to use it to communicate, collaborate and create

You Tube Generation : New generation of 2005, sharing, exchanging, express yourself in You Tube through video and music

Millennials : Very attracted to new technologies, not specially loyal to a specific brand, want connectivity, looking for new experiences, search for green

MillenialsAlso known as generation Y

Children of Baby Boomers

Familiarity with communication, media, and digital technologies

Travel a lot

“Peter Pan” generation = stay longer to their parent’s house, childish, not a strong identity

Millennials’ expectations

Spend more time in the hotel

Work in the hotel = high need of Internet, Wi-Fi…

Be connected everywhere

Need to share their experience

Travel most of the time by plane, enjoy the cost reduction

Millennials’ consumer behaviorNot loyal to any brand

Need to share their experience online

Seek for new products, experiences

Had to be at the edge of the new technology

Travel more and stay longer in the hotel

Need to be connected everywhere at any time

Connected everywhere at any time

Citizen Man open mind, a love of free movies on demand and free WiFi, come in and take a room tour.

citizenM welcomes the mobile citizens of the world- the suits, weekenders, explorers, affair-havers and fashion-grabbers looking for boutique hotel accommodations

Radisson RedRED IS MORE THAN AN IDEA. WE ARE RE-INTERPRETING THE GUEST EXPERIENCE, STARTING WITH THE WOW: THE SENSE OF ARRIVAL IS A GALLERY, IT'S ARTISTIC, ENERGETIC, PROACTIVE AND WELCOMING. AND THE ROOMS MATCH - STYLISH AND MULTI-FUNCTIONAL - WHERE THE WALLS ARE A CANVAS FOR MOVIES, FOR ART, FOR WORK. THERE'S A GREAT BAR AND DELI, SIMPLE FOOD DONE REALLY WELL, ALL TRULY CONNECTED. SPACE TO WORK, SPACE TO WORK OUT, SPACE TO PLAY, SHOP, BROWSE, ADMIRE, MINGLE - SPACE TO SIMPLY BE.

Citizen M for Millennials

Use of new technology : Smart Glass

New concept to have the bathroom and toilet inside the room

At the edge of the new technology (Free movies and Wi-Fi…) “Internet is about freedom”

Young and dynamic atmosphere and decoration

Affordable luxury

Present in the biggest cities such as Amsterdam, London, NY

Radisson Red for Millennials

Each area interact with each other = favor communication

Very interactive and dynamic website

Decoration and atmosphere very digital and multi-functional

A new philosophy with high design

Not luxury but a business story

Experience invents the future : give new experiences

A W Experience…“First, I have to say that the ENTIRE staff was incredibly friendly and helpful, going out of their way to help us book restaurant reservations, get us into exclusive private clubs, and even help coordinate retrieving my favorite pair of shoes from a prior hotel in Belgium! They really went above and beyond.The rooms are spacious and well-decorated, with a great modern/classic feel. The hotel gym is very small, but there are a few local gyms within walking distance, and again, the concierge (Clement) was extremely helpful with getting us to them.This is a great hotel with an amazing staff. Definitely recommend!! I hope to stay there again soon! Thanks for everything!!”

Have a new Digital Experience !!!