BUSINESS GROWTH MARKETPLACE

JULIEN Coralie

ROUSSEL Valentine

GENERATION CThe new generation who grew up with new technology

tools. These people were born between the middle of 80’s and the middle of 90’s. They use the internet and new technologies to communicate, to work, to create…This generation is always connected.

YOUTUBE GENERATION

They are people who need, who use to post online (on youtube) about their life. Anything that happens in their life, they will talk about it on youtube. They need to be seen by the entire world. They are addicted to the internet

MILLENNIALS

They are following the generation X. We do not know when this generation starts and ends, but usually we use to describe them as being born between the early 80’s and 2000’s. We called them also generation Y

CHARACTERISTICS OF MLLENNIALS

They are crazy of gadgets. They need to be connected wherever they’re going. They need to have numerous technological devices, and if possible, the newest !

They care about the environment and their own shape.

They want to have the coolest thing. They do not want common things in their everyday life. They always want outstanding devices from cooking to wearing.

They need their own space but the need also to be surrounded by people at the same time. « Isolated togetherness ». They call, they work, so they are doing private thing in public.

They are social animals. They need to socialize but online.

EXPECTATIONS FOR TRAVEL + HOTELS

They want to be connected quickly and for free. They want to conduct their work anytime and anywhere easily.

CHANGES OF CONSUMER’S BEHAVIORS

The new generation spend money despite of the economic crisis. The hotel’s missions have changed contrary to the former generation. New generation spend more time in hotels. They work there because these lasts are connected, made improvements for this new generation.

VISUAL

RADISSON RED NEW TIMES,

NEW DEMANDS,NEW OPPORTUNITIES

CONNECTED CONSUMERS WITH EXPECTATIONS OF AN OPEN, ARTICULATE AND PERSONALIZED EXPERIENCE ARE CHANGING THE WORLD. IT'S AN ATTITUDE - AND THE ONLY WAY TO TRULY CATER FOR IT IS TO DESIGN FOR IT. ITS HEART LIES WITH THE MILLENNIALS, BUT ITS REACH IS FAR FAR WIDER THAN A SINGLE GENERATION

THE ‘MILLENNIAL ATTITUDE’ IS AN ATTITUDE THAT TRANSCENDS A SINGLE GENERATIONTHIS IS A HUGE OPPORTUNITY.

THIS IS THE FUTURE. RADISSON RED, NOT ONLY UNDERSTANDS THIS ATTITUDE. IT UNDERSTANDS HOW TO DESIGN AND DELIVER AN EXPERIENCE THAT MATCHES THE EXPECTATIONS. IT UNDERSTANDS THAT PERFECT HARMONY IS WHEN THE GUEST EXPERIENCE MATCHES THE INVESTMENT EXPERIENCE AT THE HEIGHT OF THE HAPPY CURVE.

In their explanation, Radisson Red hotels tries, as much as possible to answer the new expectations of the new generations. « Its heart lies with the millenials (…) » : this sentence shows well that millenials are their target consumer

« Open and personalized experience » : to be alone but together

Connecting is involving : we are and we want to be connected everywhere

Different is good : new generation do not want usual things but outstanding devices

Technology is human : everywhere we go now, we have at least 2 technological devices

Design is defining : public but personalized places

CITIZEN M HOTELSCitizenM is a new and a city near you. citizenM welcomes the mobile citizens of the world- the suits, weekenders, explorers, affair-havers and fashion-grabbers looking for boutique hotel accommodations. So if you travel with an open mind, a love of free movies on demand and free Wifi, come in and take a room tour. The inspiration hungry: meet citizenMag, our lifestyle magazine. The gung ho: jump straight to reservations. breed of hotel now in Amsterdam, Rotterdam, Glasgow, London and NewYork, and coming soon to Paris

In their description of customers they are targeting, we see key words like « mobile », « citizen », « explorers », « fashion-grabbers », « open-mind », « free »…. So it matches well with the above explaination of new generation (C, Y or Millenials). They understood the new expectations of travellers. They need to be connected (mobile citizen) in the hotel but for free (free movies and free Wifi)

BONUSMAMA SHELTER

Through their concept, Mama Shelter tries to answer the expectations of new generations :

Multimedia

Our entertainment system allows you to watch TV and free movies on demand, listen to the radio, connect to the Internet (Airplay, Skype ...), and as Mama thinks about everything, it also allows you to access directly from your room at the Mama Shelter informative guide.

Free Movies

Mama Shelter is the first to offer free in room movies on demand.

Meetings

Mama offers a unique meeting and special events room, l'Atelier featuring a pool table, a communal dinning table, a bar, WIFI access, one 52" and four 40" LCD screens as well as a Bose sound system.