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Publication Date

2019

Abstract

The millennial generation is emerging as a powerful economic force across all economic segments, including lodging. With millennials being the largest generation of consumers, it is important to understand their satisfaction in important areas across two hotel segments as defined by price. We drew the data from the highly regarded American Customer Satisfaction Index. As this cohort increases in purchasing power, hotel brands are enhancing their offerings to better engage this segment. Thus, in an increasingly competitive lodging sector, it is important to examine drivers that influence this generation’s hotel experience. Our study focused on these drivers in two price segments. This report presents the findings and offers guidance to hotel management that can help them increase millennials’ satisfaction with their hotel experience.

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