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Generation Y appreciates the tradition, trust & authenticity of family-run hotels.
Hospitality & personal contact create comfort in family hotels.
Generation Y expects social and ecological responsibility and regional integration.
Recommendations & online reviews influence the travel decisions of Generation Y.
Summary of the study
Given the great potential of Generation Y for the tourism industry, their perceptions and opinions of family-run hotels, which dominate tourism, were examined using 20 semi-structured interviews. The study shows that Generation Y perceives the image of family-run hotels positively, emphasizing traditions, small structures, authenticity and trust, while emphasizing their hospitality. The results emphasize the responsibility of family businesses, including the importance of word of mouth, in the communication between Generation Y and family businesses. Based on organizational identity theory, family-run hotels can build on their core values to strengthen their family business image, which helps to differentiate and build customer relationships. This study places Generation Y in the context of the tourism industry, which is mainly run by family businesses. The findings suggest that Generation Y should be targeted as a segment for the family-run tourism industry and that research in this area should be expanded.
Key findings of this study
- Generation Y has a positive perception of the image of family-run hotels. Traditions, small structures, authenticity and trust are particularly emphasized.
- The hospitality of family-run hotels is perceived as exceptional, characterized by friendliness, a welcoming culture and personal contact. Cosiness and tranquillity also contribute significantly to the positive perception.
- For Generation Y, social and ecological responsibility are important aspects of family-run hotels. This is expressed in the desire for hotels to give something back to the region and use regional products.
- When choosing accommodation, Generation Y is strongly influenced by word of mouth and recommendations from their personal environment. Social media, influencers and online reviews also play a decisive role in their decisions.
- The study shows that Generation Y has great potential as a target group for family-run tourism businesses. Family-run hotels can use their core values to differentiate themselves and build lasting customer relationships.