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| front row L-R: Chadi Awadalla, Joan Bangera and Hari Kava. Back row L-R: Saquib Mabadiwala, Sergio Raya Aires and Jacob Lonning |
Teen-focused roundtable provides unexpected insight into
the next generation of frequent travellers with quality family time, hotel
comfort, good food and memorable experiences winning out over 24/7 information
and technology access
UAE-headquartered
TIME Hotels has released preliminary results of the first in a four-part study
looking at today’s teenagers and their perception of travel and tourism as the
next generation of frequent travellers.
Conducted in partnership with BNC and kicking off with a
roundtable event that brought together six expatriate teenagers resident in
Dubai, for an open forum on their own travel experiences, desires and
expectations, the event shared some interesting – and unexpected – insights.
Generation Z is
generally defined by many researchers and commentators as those born around the
year 2000 running through to the 2010s. This generation is also referred to as
iGen, Post-Millennials or even Plurals.
A significant aspect of this generation is its widespread
usage of the internet from a young age. Members of Gen Z are typically thought
of as being comfortable with technology, and interacting on social media websites
for a significant portion of their socialising.
“The impact of Gen Y on the travel and tourism landscape
in recent years has been wholly focused on technology and mobile access to
satisfy their 24/7 expectation of access to relevant information and desire for
immediacy. With this roundtable, we expected a similar level of intensity when
it comes to the importance of technology, but this was of diminished relevance
when compared with other more practical considerations,” said Mohamed Awadalla,
CEO, TIME Hotels.
 from L-R: Jacob
Lonning, Sergio Raya Aires, Chadi Awadalla and Saquib Mabadiwala |
“Although technology is still extremely important, with WiFi
access a basic expectation and the availability of games consoles a
prerequisite of any Kids Club, our teen panel was adamant about the importance
of a comfy bed, large clean room and good food as the non-negotiable
fundamentals of a great holiday,” he added.
The six panelists agreed that some of their best holidays
have had a significant leisure focus with entertainment such as water park
slides, nature-based attractions and local cultural experiences also key to a
memorable family holiday.
Quality family time was also highlighted as integral to
an enjoyable stay with Gen Z travellers also very much involved in the travel
decision-making process.
Said 15-year old panelist Saquib Mabadiwala: “I do some
research then show it to my family and ask them where they prefer. Based on the
research we then decide, but when I’m doing that I look for good food, fun things
to do, and comfort and safety.”
The antithesis of the stereotypical Gen Y who can
sometimes be unfairly pigeonholed as unsociable loners glued to a mobile
device, and often oblivious to the surrounding environment, Gen Z appears to be
far more socially interactive, and thus a dramatically different type of future
traveller.
“Our roundtable session was a real eye-opener, and with
Gen Z just years away from becoming independent adults with the means to travel
the world, we need to strategise for the future and evaluate how we need to
approach the needs of the next generation when it comes to travel decisions
that are clearly a world away from Gen Y,” remarked Awadalla.
“At TIME Hotels, while we know that technology will
continue to influence the travel process from every angle, I believe that we
are seeing a return to more traditional values with social interaction, quality
products and services and cultural experiences all on the Gen Z wish-list,” he
added.
According to Awadalla, this will manifest itself in both
marketing campaigns, which will need to be more balanced when communicating
brand USPs and product attributes whilst also working harder to engage the Gen
Z audience, who will have one eye on the quality-value equation whether it’s
service-related, F&B focused or facilities based.
- Pictures by: Abhi Shek, for BNC Publishing
