Generation Clean: Redefining hospitality marketing promotion

Ristova, Cvetanka (2022) Generation Clean: Redefining hospitality marketing promotion. In: 12th International Conference on Economy, Business & Society in Digitalized Environment, 23-25 Sept 2022, Prilep, Republic of North Macedonia.

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Abstract

The fast expansion of COVID-19 has had a significant impact on the global hotel industry. Therefore, throughout COVID-19, hotel hygiene and cleanliness have become a main feature in the recovery plan. And this is simply because hotel guests expect higher hygienic standards, and hotels don't want to appear negligent by running out of supplies. What marketing strategies and promotions once worked for pre-COVID-19 hotel guests, won’t work for post-COVID-19 hotel guests. Hospitality marketing and promotions cannot solely target groups like Baby Boomers, Millennials, or Gen Xers now and even in the future. New standards such as approved cleaning procedures and formal cleaning certifications gained with third-party regulators/entities represent the behavior, needs and expectations of the today’s ―Generation clean‖ hotel guests. At the same time, hotels that are paying attention to and adapting their marketing strategy to these shifts are the ones that will be able to best evolve to this new normal.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	Social Sciences > Other social sciences
Divisions:	Faculty of Tourism and Business Logistics
Depositing User:	Cvetanka Ristova
Date Deposited:	14 Nov 2022 11:13
Last Modified:	14 Nov 2022 11:13
URI:	https://eprints.ugd.edu.mk/id/eprint/30469

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