Hotel Satisfaction from Generation Y

Abstract

Generational cohort theory is continuously gaining attention in marketing, as considered a better indicator than age. Generational cohort theory depicts that people that are born in the same time zone, similar places and have lived similar life significant events in their coming of age have similar behavior compared to other cohorts. This paper provides the findings of a research concerning the Greek Generation Y cohorts’ satisfaction from hotel accommodation. Specifically, it segments the Generation Y cohort based on hotel satisfaction characteristics. An online questionnaire was used for the quantitative research producing a sample of 321 usable questionnaires over a 6-month period. Data analysis included descriptive statistics factor analysis and cluster analysis. The segmentation analysis was based upon the following dimensions—items: Safety and security; Hotel Rooms; Hotel Hospitality; Hotel Management; Entertainment; Recreation Areas; Swimming pools-beach; Price; Value for money; total evaluation; total satisfaction; intention to recommend. Three segments arose reflecting the Greek Generation Y cohorts’ satisfaction. Results are discussed and directions for further research are presented.