Topic: How Generation Z perceive luxury ? (Related to luxury hospitality industry) Plan that need to be followed: Synopsis/Abstract 10% Literature Review on Generation Z (has to be the longest part) 30% Methodology (Population/sample/validity) (see attachment 1) 10% Presentation of the results (include of graphes, charts) (see attachment 1) 10% Discussion (is the reality reflecting the theory? What are your thoughts about the topic? What is relevant to your studies and what are the recommended “way forward”?) 30% Referencing 10%
A Questionnaire have been established in order to know more about the perception of luxury of the Generation Z. Respondents are all students age between 17 and 20 from the school of Les Roches Switzerland. 20 students have answered the questionnaires.
How do the individuals who have responded to the questionnaire link hotels and luxury? Five answers have been given to the respondents (Recognizable style, Reputation, Limited accessibility, Grandness and Uniqueness) and they have been asked to ranked them in order of importance. The 1st is the most important. According to the majority of the respondents the following ranking is the one which correspond to the Generation Z
· Recognizable style
· Limited accessibility
What are the elements that characterize the perception of luxury of the Generation Z? The following list is the one that have been proposed to the respondents.
· First impression of hotel
· Quality of rooms and service
· Dealing with complaints
· Appearance of the staff
· Value for money
From our analysis of research, it can be stated that value for money and quality of service have been stated equally important interpreting that the young consumers are evaluating hotel brands with the value for money and quality of service a brand offers. Followed by first impression of hotel and dealing with complaints, Appearance of staff.
What are the preferences of the Generation Z among a list of 10 well known luxury brands proposed (below) ?
· Mandarin Oriental
· JW Marriott
· Four seasons
· St. Regis
· The Peninsula
According to the results, the five preferred hotel brand are: Ritz Carlton, Four Season, Sheraton, Hyatt and JW Marriott.
Is the concept of luxury perceived differently among young consumers of different nationalities? The respondents are from the following nationalities: Indian, American, Kenyan, Portuguese, Italian, Singaporean, Taiwanese
The concept of luxury is perceived by different nationalities we analyzed a mixed response where only similarity seen for Americans, Indians, and Kenyan placing importance on the value of money and quality of service.
Is the perception of “Luxury” among young consumers consistent to its theoretical interpretations?
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For conclusion, it can be said that theoretical interpretation of luxury is consistent with our research findings. Where the quality of product is given prime importance. Uniqueness is motivator of purchase intentions for the product or service.