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Hotel industry: an answer to the emerging trends on the global demand side of tourism
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Resumo(s)
This dissertation studies essentially how Millennials are changing the hotel
industry, in the sense that new trends are emerging with this generation and hotels
need to respond accordingly, in order to survive within their competitive industry.
Emphasis is also given to Asian travellers, as the enlargement of these countries’
middle class populations is predicted, therefore making Asian travellers a valuable
target for the hotel industry. To successfully target this segment, hoteliers need also to
consider the cultural differences and aspirations that come together with the Asian
travellers, and appropriately adapt their offer to them.
I will then redirect this study to the city of Lisbon, the Portuguese capital, to
analyse if Lisbon’s four and five-star hotel managers are aware of the new market
trends, and to understand how they are changing their hotels in order to make them
more attractive to Millennials and Asian travellers.
Using a sample of 12 hotels (four and five-stars ratings), I have concluded
that, although there is a notable undergoing process of adaptation to these guests,
there is a long way ahead in order for Lisbon’s hotels to entirely please and retain
millennial guests.
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Palavras-chave
Hotel industry Emerging trends Millennials and Asian travellers Lisbon