Understanding the preferences and behaviors of different generational groups can help operators in the leisure and attractions industry create tailored experiences that maximize guest satisfaction and revenue. Here’s a guide to the key differences among Gen Z, Gen X, Gen Y (Millennials), and Baby Boomers along with tips for catering to each group.
Gen Z (Born 1997-2012)
Characteristics: Tech-savvy, socially conscious, value experiences over possessions.
Be aware: According to a study conducted by Experience Dynamic, Gen-Z exhibits lower satisfaction levels with current customer experiences, standing at just 50%, as opposed to the 71-72% satisfaction rates observed in previous generations.
Tips:
- Leverage Technology: Implement user-friendly mobile apps, QR codes, and augmented reality experiences to engage this digital-native group. Make it look like one unique and integrated system.
- Social Media Engagement: Promote your venue through popular platforms like Instagram, Whatsapp, TikTok, and Snapchat. Encourage user-generated content and offer photo-worthy spots. Be open-minded for new platforms that can arise anytime.
- Sustainability Initiatives: Highlight eco-friendly practices and socially responsible initiatives to appeal to their values.
Gen Y (Millennials, Born 1981-1996)
Characteristics: Experience-oriented, value convenience and authenticity, heavily influenced by social media.
Be aware: Millennials are significant contributors to the economy, with a combined purchasing power estimated at $1.4 trillion annually in the U.S. alone – data source Accenture and Goldman Sachs . A Gen Y guest is willing to spend more on premium options to ensure the best experience.
Tips:
- Offer Unique Experiences: Provide exclusive events, immersive experiences, and behind-the-scenes tours to cater to their desire for unique adventures.
- Convenience is Key: Implement online booking, mobile payments, and streamlined entry processes to enhance their convenience.
- Social Proof: Encourage reviews and testimonials on social media and travel websites. Showcase real guest experiences to build authenticity.
Gen X (Born 1965-1980)
Characteristics: Independent, values work-life balance, prefers straightforward and efficient services.
Be Aware: Gen Xers are often referred to as the “sandwich generation,” as they are likely to be balancing career responsibilities while caring for both children and aging parents. Approximately 82% of Gen Xers use Facebook, making it a key platform for reaching this demographic – data source Pew Research Center.
Tips:
- Family-Friendly Options: Offer activities and packages that cater to families, as many Gen Xers are parents.
- Loyalty Programs: Implement rewards programs and offer discounts for repeat visits to build loyalty.
- Clear Information: Provide detailed and easily accessible information about attractions, schedules, and pricing. They appreciate transparency and efficiency.
Baby Boomers (Born 1946-1964)
Characteristics: Value quality and service, have more disposable income, prefer traditional communication methods.
Be Aware: Baby Boomers control about 70% of all disposable income in the U.S. and spend an average of $157 billion on travel annually – Data source: Nielsen and Fortunly. They value high-quality service and comfortable experiences and are less influenced by digital trends compared to younger generations.
Tips:
- Focus on Comfort: Ensure ample seating, shaded areas, and accessible facilities to enhance their comfort.
- High-Quality Service: Train staff to offer personalized and attentive service. Baby Boomers appreciate good customer service.
- Traditional Marketing: Use email newsletters, direct mail, and printed brochures to reach this group, in addition to digital channels.
You already have the main attraction; now it’s just a matter of refining the details.
By recognizing and addressing the unique preferences and behaviors of Gen Z, Gen Y, Gen X, and Baby Boomers, operators can tailor their offerings to enhance guest satisfaction and loyalty. Vantage Core components are already available to help you implement these tips, creating memorable experiences for each generation with a single system. This drives higher engagement, operational efficiency, and revenue for your venue.
To learn more, just BOOK A DEMO today.
