At Independent Hotel Show Amsterdam in March, we welcomed Edgar Keenhan, Founder of Grey Ocean and David Chapman, Director General of WYSE Travel Confederation to the stage to uncover the intricacies of guest preferences across different age demographics.

This enlightening discussion highlighted the evolving landscape of hotel guests and the importance of tailoring experiences to meet a range of generational needs.

Insights into the Older Consumer

Edgar Keenhan shed light on the market segment of older guests, emphasising their substantial presence due to the global trend of an aging population. The older demographic not only represents a sizable portion of hotel guests but they also boast the luxury of time and financial resources, making them an attractive target for hospitality businesses.

Emphasising the essence of hospitality, Edgar drew parallels with the customer service philosophy of the Apple Store (which took its hospitality learnings from the Ritz-Carlton hotel interestingly), where Steve Jobs prioritised exceptional service. This emphasis on personalised experiences resonates strongly with older guests, who value the feeling of being at home and receiving individual attention during their stays.

To illustrate the importance of personalised service, Edgar shared anecdotes of successful hospitality establishments that excel in catering to the older generations. One notable example included a luxury hotel chain renowned for its concierge service, where staff anticipate guests' needs even before they articulate them, creating a seamless and intuitive experience.

He then went further by highlighting the significance of non-verbal cues in guest interactions. By keenly observing and interpreting guests' body language, hotel staff can gauge their comfort levels and tailor interactions accordingly. This nuanced approach ensures that these guests feel valued and respected without feeling overwhelmed by excessive attention.

While acknowledging the role of technology in modern hospitality operations, Edgar cautioned against over-reliance on this. He recommended ‘High Tech, High Touch’ where technology should complement rather than replace the human service in hospitality. For instance, digital concierge services can enhance convenience – he mentioned that this is something Citizen M do really well.

Edgar emphasised that successful hospitality experiences for older guests hinge on a delicate balance of personalised service, intuitive attentiveness, and the human touch. ‘Personal attention is the key to hospitality’. By embracing these principles, hotels can create environments where they feel not just accommodated but genuinely cared for—a hallmark of exceptional hospitality.

Addressing Youth and Student Travel

As a comparison, David Chapman delved into the motivations and behaviours of youth and student travellers—a demographic often overlooked in traditional hospitality strategies. This group, characterised by independence and a thirst for experiential travel, represents a substantial market segment with significant spending power. He shared some statistics:

• 23% of travellers are between 15-30 years of age
• This demographic spends around €3600 on a trip, over 3 times more than an older traveller
• Which equates to about €276 billion in annual spend

Youth travellers are trendsetters, venturing into non-traditional destinations and engaging in longer, more immersive experiences. The rise of educational travel and an interest in culture goes hand in hand with prioritising relaxation and wellness.

Technology has reshaped how this demographic engages with travel, with online platforms dominating bookings. However, a more recent resurgence in personalised services through online travel agents reflects a desire for tailored experiences that are harder to find without human intervention.

David highlighted sustainability as a key concern among younger travellers, who actively seek out eco-friendly options and support sustainable travel initiatives. Despite budget considerations, this group often prioritises spending on experiences over and above accommodation costs, leading to varied choices ranging from hostels to hotels.

But what do these two distinct demographics have in common?

Despite the distinct characteristics of each demographic, common themes emerge—personalisation, sustainability, and a desire for authentic experiences. Both elderly and youth travellers value attentive service and meaningful interactions. Understanding these nuances is essential for hotel operators seeking to create inclusive, engaging experiences that resonate across generations.

In the ever-evolving hospitality landscape, adapting strategies to cater to diverse generational preferences is not just a trend but a necessity for sustained success. By embracing personalisation, technology, and sustainability, hotels can navigate the generational landscape with finesse, creating memorable experiences that transcend age barriers.

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