3 page paper on marketing, value proposition

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Question Description

Based on the article (attached) , examine how value proposition in the hotel industry has evolved to change guest behavior across generations. Provide examples that support your analysis.

Your essay must include an introduction, be at least three pages in length, and be double-spaced, not counting the title and reference pages. All sources used, including the article, must be referenced; paraphrased and quoted material must have accompanying APA citations.

Attached article MUST be used! Citation is on the bottom of the article.

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J.D. POWER, a market-research company, has released the 2016 results of its annual hotel satisfaction survey for the United States, Canada and Mexico. At first blush, it seems a ringing endorsement of the hotel industry. Contentment among customers is at an all-time high, and has risen for four years in a row. But the report also contains some bad news. It is going to become increasingly difficult to impress guests with perks they have come to take for granted. The firm expects satisfaction levels to start tumbling in the coming years. Patrons were once lured by amenities like free wireless internet and breakfast. Now, as Rick Garlick of J.D. Power told the travel website Skift, "they are no longer new and interesting." Instead, he goes on, "Guests are asking, 'what have you done for me lately?'" The biggest problem for the hotel industry is a demographic one. According to the survey, satisfaction is significantly higher among guests who are members of a hotel's reward programme. But while 66% of hotels' baby-boomer clients are rewards members, and 56% of Generation Xers are, just 39% of millennial guests have signed up for a scheme. "We're finding that every succeeding generation seems to be less likely to be a member of a hotel rewards programme than the one before," says Mr Garlick. "As we've seen across numerous industries that J.D. Power tracks, younger guests in particular are especially driven by the value proposition." Call it the Airbnb effect, perhaps. As another Gulliver recently reported, the use of Airbnb properties by business travellers around the world more than tripled last year. Partly, that's because hosts have become better at catering for those on corporate trips. Partly, it's because big companies have grown more comfortable with Airbnb as an alternative to the staid hotels of old. But largely, it's because the travellers themselves want a more engaging experience than hotels typically offer. They want to stay in lively neighbourhoods rather than hotel districts, and to be able to cook meals if they are staying for more than a couple of nights. On a recent business trip, this Gulliver opted for Airbnb for that very reason--the prospect of six days of eating out seemed exhausting, time consuming and expensive. That may be why the appeal of hotels is plateauing, and the perks they offer seem less exciting. (What is tempting about a free hotel breakfast of Danishes and cold cereal out of a dispenser when you can cook omelettes in your own kitchen?) Likewise, Airbnb can offer greater value for an equally satisfying stay. According the J.D. Power survey, the increase in overall hotel satisfaction was small this year, and the increase in satisfaction on the matter of cost more minuscule still. Still, among traditional hotels, there remain favourites and less-than-favourites. The Ritz-Carlton was the most beloved luxury hotel group for the second consecutive year, earning the highest score in the survey's 20-year history. It was trailed by Four Seasons and JW Marriott, with the Grand Hyatt and W Hotels receiving the lowest luxury scores. Omni got top marks among "upper upscale" hotels for the second year running, with Kimpton in second and Sheraton at the bottom. Hilton Garden Inn was the top choice among upscale hotels. The three most important hotel amenities, according to guests who took the survey, are free wi-fi, breakfast and parking. And while Airbnb has made inroads in these areas, traditional hotels probably still think they have an edge there. For now, at least. North americans feel better about hotels than ever. the goodwill is unlikely to last. (2016, Jul 18). The Economist (Online), Retrieved from https://search-proquestcom.libraryresources.columbiasouthern.edu/docview/1805954611?accountid=33337 ...
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Tutor Answer

School: University of Maryland




Value Proposition



Value Proposition
The primary concern of this essay is to determine how the value proposition in the hotel
sector has developed to alter the guest behavior across generations. The paper will as well
indicate what proposition is? What are consumer behavior as well as the examples that are
connected to hotel sector changes? All of this will be as per for the article "North Americans feel
better about hotels than ever. The goodwill is unlikely to last: Future reservations" (2016), which
indicates that the survey taken are showing a higher number of visitors not being impressed by
the traditional perks provided with your hotel stay. It also indicates that the visitors are asking
"what have you done for me lately?"
As per the Unit II lesson, the value proposition is a guarantee perceived by the client over
what she or he will acquire or benefit from using the product of a certain organization. The
mutual benefit resulting from this enables an organization to stabilize and strengthen its
competitive advantage in the market. On the other hand, Unit II lesson defines consumers'
behavior as an act ...

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