Hotels Targeting MZ Generation... Introducing Various Packages

Installing Tablet PCs in Each Room
Expanding 2030 Touchpoints by Entering the Metaverse

A customer is selecting hotel services using a tablet PC at Chosun Palace.

[Asia Economy Reporter Jeon Jinyoung] The hotel industry has begun targeting the MZ generation (Millennials + Generation Z), emerging as a new 'big spender.' According to the industry on the 25th, hotels are reflecting the characteristics of the MZ generation in room layouts and continuously launching packages tailored to the MZ generation's lifestyle.

AC Hotel Marriott Gangnam, which opened on the 22nd, actively targeted MZ generation parents who value family time. For the first time in a select-tier hotel, a private pool was installed on the terrace of the rooms, and a kids' lounge was set up on the hotel's third floor. Rooms were equipped with massage chairs and stylers, and smartphone mobile check-in was implemented to appeal to the tech-savvy MZ generation. As a result, the 'Premium Pool' line rooms with private pools were fully booked from the opening day through April.

Hotel Shilla shifted its focus from existing VIP customers aged 40 and above with purchasing power to the 20s and 30s demographic. Early this year, Hotel Shilla President Lee Boo-jin posted on the company bulletin board, stating, "We must become a company friendly to the MZ generation." Since last year, Hotel Shilla has been offering packages combining golf, art, fitness, and accommodation. The fitness package has been so popular that 90% of reservations come from the 20s and 30s age group.

Chosun Palace installed tablet PCs in every room to cater to the tech-savvy MZ generation, allowing guests to conveniently enjoy hotel services via tablets. To welcome spring, they launched the 'Signature Pet Package Season 3,' enabling guests to enjoy a hotel staycation with their pets. This actively reflects the MZ generation's characteristic of enjoying time with their pets.

The hotel industry is also expanding into the metaverse (extended virtual world) to increase touchpoints with the MZ generation. Earlier this month, Glad Hotel opened the 'Maison Glad Jeju' world on Zepeto and unveiled the Glad Hotel character 'Gladman.' These attempts have received positive responses. MZ generation accounts for 85% of all Glad Hotel guests.

An industry insider said, "Since the increase of staycationers due to COVID-19, the MZ generation has emerged as the main customer base for the hotel industry," adding, "They like to take photos and are familiar with IT devices, so all are actively targeting MZ generation demand by reflecting various characteristics."

This content was produced with the assistance of AI translation services.