By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com)
In the latest worldview on the metaverse headed by Simone
Puorto over at HospitalityNet, Adam chimed in with his views on marketing to Generation Alpha and not
just getting on the latest platforms but also committing to the values of these
younger cohorts.
To start, the preface:
Generation Alpha, also known as the “digital natives,” is the
first generation to be born and raised in a fully phygital world. This poses a
challenge for marketers especially in our industry, as traditional advertising
methods may not be as effective for this demographic. With advancements in
technology leading to extended worlds that are almost indistinguishable from
reality, companies will have to adapt their marketing strategies in order to
reach the travelers and consumers of the future. The hospitality industry is at
a crossroads, as it will either be a leader in adapting to this new landscape
or fall behind. The question remains: how can hotels effectively market
themselves to this new generation of tech-savvy, crypto/metaverse-native
travelers of tomorrow?
And Adam’s viewpoint:
“The medium is the message!” as Marshall McLuhan coined six decades
ago. In this case, the underlying message of establishing a metaverse presence
is that a hotel brand is forward-thinking and is engineering its products to
fit the mindset of Gen Y+Z+Alpha. That said, brands have to actually deliver.
Digitally fluent customers are incredibly savvy and can sniff
out half measures. You have to commit, not only to continually upgrading the
technology, but also to appeasing the unique demands and social
values of these generations.
For instance, younger travelers care immensely about the
environment and climate change, so how can you use the metaverse to dynamically
showcase your efforts to facilitate eco-friendly travel or reduce food
miles+waste? Related to this, the metaverse is also a great medium to advocate
for your neighborhood partners (feeding the demand for authentically local
experiences) or promote your new wellness offerings (another burgeoning trend).
Hence, it’s not just the medium but the message you put
behind it. The metaverse is yet one more channel for customer education, with
the asterisk being that your brand must actually be doing things that these
younger customers want to be educated on.
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About Larry Mogelsonsky
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| Larry Mogelsonsky |
Media Contact:
Larry Mogelonsky
Email: larry@hotelmogel.com
Website: http://hotelmogel.com/
