Personalization of Digital Marketing Strategies in the Hospitality Industry with Consideration of Generational Theory
DOI:
https://doi.org/10.32515/2663-1636.2025.14(47).143-155Keywords:
hospitality industry; tourism; innovation; personalization; digital marketing; generational theory; consumer behaviorAbstract
The article examines the significance and justifies the need for personalization of digital marketing strategies in the hospitality industry through the prism of generational theory as a tool for a deeper understanding of consumer expectations of different age groups. It identifies the features of applying the generational theory approach to the formation of personalized marketing strategies aimed at ensuring relevant and effective communication with consumers. It emphasizes that in the context of the digital transformation of the hospitality industry, personalization of interaction is a key factor in increasing the competitiveness of enterprises and forming a high level of customer experience.
The influence of value orientations and behavioral characteristics of representatives of different generations on the perception of personalized marketing communications is analyzed. The possibilities of digital tools for adapting the offers of hospitality industry enterprises to the needs of each target group are considered. Particular attention is paid to audience segmentation according to the theory of generations and the selection of priority communication channels for each segment.
It has been found that integrating generational theory with digital analytics and artificial intelligence tools provides a higher level of personalization, increases the effectiveness of marketing campaigns, and promotes customer loyalty. It has been argued that the application of the generational theory approach should be balanced, as the year of birth is not always a determining factor in consumer behavior. The most effective approach is a comprehensive one that combines insights from generational theory with an analysis of real user behavior patterns in the digital space, psychographic characteristics, and individual customer expectations. The results can be used to improve the digital marketing strategies of hospitality companies and increase their competitiveness in the face of modern challenges.
References
Список літератури
1. Барвінок Н. В. Маркетингові аспекти управління туристичним підприємством: дис.... д-ра філософії: 073 Менеджмент / Уманський держ. пед. ун-т ім. П. Тичини. Умань, 2024. 388 с. URL: https://dspace.udpu.edu.ua/handle/123456789/18092 (дата звернення: 20.11.2025).
2. Боднарчук Т., Свідер О. Поведінка споживачів на ринку електронної комерції з точки зору теорії поколінь. Економіка та суспільство. 2024. № 62. DOI: https://doi.org/10.32782/2524-0072/2024-62-92
3. Васильченко С. Що таке теорія поколінь і як її застосовують у бізнесі. Happy Monday: веб-сайт. URL: https://happymonday.ua/shho-take-teoriya-pokolin (дата звернення: 14.11.2025).
4. Кірносова М. Використання теорії поколінь в плануванні таргетованої реклами в міжнародному маркетингу. Економіка та суспільство. 2025. № 78. DOI: 10.32782/2524-0072/2025-78-118.
5. Лісун Я. Діагностика цифрової поведінки аудиторії веб сайтів ЗВО Європи з використанням теорії поколінь. Вісник Національного технічного університету «Харківський політехнічний інститут» (економічні науки). 2024. № 4. С. 60–69. DOI: 10.20998/2519-4461.2024.4.60.
6. Роскладка Н. О. Технології персоналізації послуг у туризмі. Економіка та держава. 2019. №12. DOI: 10.32702/2306-6806.2019.12.24
7. Сак Т., Петрук С. Теорія поколінь в маркетингових стратегіях: розуміння споживача крізь призму вікових груп. Economic journal Odessa polytechnic university. 2024. №4 (30). С. 77–84. DOI: 10.15276/EJ.04.2024.9.
8. Слободяник А. М., Могилевська О. Ю., Романова Л. В., Салькова І. Ю. Digital-маркетинг: теорія і практика: навч. посібник. Київ. КиМУ, 2022. 228 с.
9. Цепкало Т. О., Неміш Ю. В., Дьячук І. В. Еволюція брендових комунікацій у цифровому маркетингу: специфіка взаємодії в TikTok і Telegram з українськими споживачами покоління Z. Актуальні питання економічних наук. 2025. № 13. DOI: https://doi.org/10.5281/zenodo.16655502.
10. Чернушенко А. Як просувати готельний бізнес в інтернеті. Диджитал-канали залучення клієнтів та поради для збільшення бронювань. Webpromo : веб-сайт. URL: https://web-promo.ua/ua/blog/yak-prosuvati-gotelnij-biznes-v-interneti/ (дата звернення: 17.11.2025).
11. Як штучний інтелект змінює маркетинг: від персоналізації до автоматизації. Myka Agency: веб-сайт. 2024. URL: https://myka.agency/tpost/g5gofv2yl1-yak-shtuchnii-ntelekt-zmnyu-marketing-vd (дата звернення: 15.11.2025).
12. Age Range by Generation. Beresford Research: веб-сайт. 2024. URL: https://www.beresfordresearch.com/age-range-by-generation/ (дата звернення: 14.11.2025).
13. Airbnb Marketing Strategy: 8 Techniques to Master. iGMS : веб-сайт. 2024. URL: https://www.igms.com/airbnb-marketing-strategy/ (дата звернення: 14.11.2025).
14. Airbnb Marketing Strategy: How Airbnb grew from 0 to 1 billion bookings! Buildd.co: веб-сайт. URL: https://buildd.co/marketing/airbnb-marketing-strategy (дата звернення: 17.11.2025).
15. Are Travel Brands Ready for Gen Alpha? WYSE Travel Confederation: веб-сайт. 2025. URL: https://www.wysetc.org/2025/05/are-travel-brands-ready-for-gen-alpha/ (дата звернення: 14.11.2025).
16. Eleven Gen X Travel Habits and Trends Worth Highlighting. Blueprint RF: веб-сайт. 2023. URL: https://www.blueprintrf.com/generation-x-travel/ (дата звернення: 15.11.2025).
17. Francis T., Hoefel F. True Gen: Generation Z and its implications for companies. McKinsey & Company: веб-сайт. 2018. URL: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (дата звернення: 14.11.2025).
18. Generational Spending Patterns Reveal Strategic Insights for Travel Brands. Phocuswright: веб-сайт. 2025. URL: https://www.phocuswright.com/Travel-Research/Research-Updates/2025/generational-spending-patterns-reveal-strategic-insights-for-travel-brands (дата звернення: 17.11.2025).
19. Giancaterino C. Gen Z vs. Millennials: How To Target Both Audiences. FiveCRM: веб-сайт. 2023. URL: https://www.fivecrm.com/blog/marketing-to-gen-z-vs-millennials/ (дата звернення: 17.11.2025).
20. Lampright J. Marketing To Millennials: Why Tone & Voice Matter (Online Capital Group). CityScoop: веб-сайт. 2023. URL: https://cityscoop.us/hohenwaldtn-webdesign/2023/09/26/marketing-to-millennials-why-tone-voice-matter-online-capital-group/ (дата звернення: 15.11.2025).
21. Marin-Pantelescu A., Ștefan-Hint M. The Preferences of Generation Z for the Digitalisation of the Hospitality Industry. Proceedings of the International Conference on Business Excellence, vol. 18, no. 1, Bucharest University of Economic Studies, 2024, P. 2293-2299. DOI: https://doi.org/10.2478/picbe-2024-0193.
22. Marketing for Gen Z vs. Millennials: What’s the Difference? VUP Media: веб-сайт. 2025. URL: https://vupmedia.com/2025/10/02/marketing-for-gen-z-vs-millennials-whats-the-difference/ (дата звернення: 14.11.2025).
23. New Report Reveals the Highest Spending Generation of Travelers. TravelPulse US: веб-сайт. 2024. URL: https://www.travelpulse.com/news/features/baby-boomers-outspend-all-other-generations-on-travel-phocuswright-reports (дата звернення: 14.11.2025).
24. Ramgade A., Kumar, A. Changing Trends of Hospitality Industry: Emergence of Millennials and Gen Z as Future Customers and Their Influence on the Hospitality Industry. VidyaBharati International Interdisciplinary Research Journal. 2021. Vol. 12, Is. 1. P. 336–345. URL: https://www.viirj.org/vol12issue1/53.pdf (дата звернення: 14.11.2025)
25. Roy R. Gen X Travel Trends: Behaviours, Experiences, Spends, & More [In-depth Report]. Atlys: веб-сайт. 2025. URL: https://www.atlys.com/blog/gen-x-travel-trends (дата звернення: 14.11.2025).
26. Sakhanenko M. Modern Marketing Management Techniques in the Hospitality Industry: The case of the Rixos Hotels chain. Thesis document, 2024. URL: https://www.theseus.fi/bitstream/handle/10024/854987/Sakhanenko_Milana.pdf (дата звернення: 14.11.2025).
27. Seyfi S, Vo-Thanh T, Zaman M. Hospitality in the age of Gen Z: A critical reflection on evolving customer and workforce expectations. International Journal of Contemporary Hospitality Management. 2024. Vol. 36 No. 13 pp. 118–134, DOI:https://doi.org/10.1108/IJCHM-01-2024-0035
28. Toboso-Gómez J. D., Mercadé-Melé P., Almeida-García F., Siyamiyan Gorji A. А Systematic Review and Bibliometric Analysis of Studies on Generation Z and the Hotel Industry: Past, Present and Future Agenda. Sustainability. 2025. Vol. 13, Is. 11. P. 989. DOI: 10.3390/su13110989.
29. Wang B., Iahad N. A. Gen Z and Social Media: Shaping Tourism and Hospitality Behavior: A Thematic and Bibliometric Review. International Journal of Academic Research in Business and Social Sciences. 2025. Vol. 15, Is. 6. P. 918–936. DOI:10.6007/IJARBSS/v15-i6/25602
References
1. Barvinok, N. V. (2024). Marketing aspects of tourism enterprise management. Extended abstract of PhD Thesis. Uman: USPU [in Ukrainian]. https://dspace.udpu.edu.ua/handle/123456789/18092.
2. Bodnarchuk, T., & Svider, O. (2024). Consumer behavior in the e-commerce market from the point of view of the theory of generations. Ekonomika ta suspilstvo, 62 [in Ukrainian] https://doi.org/10.32782/2524-0072/2024-62-92.
3. Vasylchenko, S. (2025). What is generational theory and how is it applied in business? Happy Monday. https://happymonday.ua/shho-take-teoriya-pokolin [in Ukrainian].
4. Kirnosova, M. (2025). Using the theory of generations in planning targeted advertising in international marketing. Ekonomika ta suspilstvo, 78. [in Ukrainian]. https://doi.org/10.32782/2524-0072/2025-78-118
5. Lisun, Ya. (2024). Diagnostics of digital behavior of the audience of websites of European HEIs using the theory of generations. Visnyk Natsionalnoho tekhnichnoho universytetu "Kharkivskyi politekhnichnyi instytut" (ekonomichni nauky), (4), 60–69. [in Ukrainian]. https://doi.org/10.20998/2519-4461.2024.4.60.
6. Roskladka, N. O. (2019). Technologies for personalizing services in tourism. Ekonomika ta derzhava, 12 [in Ukrainian]. https://doi.org/10.32702/2306-6806.2019.12.24
7. Sak, T., & Petruk, S. (2024). Theory of generations in marketing strategies: Understanding the consumer through the prism of age groups. Economic journal Odessa polytechnic university, 4(30), 77–84 https://economics.net.ua/ejopu/2024/No4/77.pdf [in Ukrainian].
8. Slobodianyk, A. M., Mogylevska, O. Yu., Romanova et al. (2022). Digital marketing: theory and practice. Kyiv: KMU [in Ukrainian].
9. Tsepkalo, T. O., Nemish, Yu. V., & Diachuk, I. V. (2025). Evolution of brand communications in digital marketing: Specifics of interaction in TikTok and Telegram with Ukrainian consumers of Generation Z. Aktualni pytannia ekonomichnykh nauk, 13 [in Ukrainian]. https://doi.org/10.5281/zenodo.16655502
10. Chernushchenko, A. (2025). How to promote hotel business on the Internet. Webpromo. https://web-promo.ua/ua/blog/yak-prosuvati-gotelnij-biznes-v-interneti/ [in Ukrainian].
11. Myka Agency. (2024). How artificial intelligence changes marketing: From personalization to predictive analytics. https://myka.agency/tpost/g5gofv2yl1-yak-shtuchnii-ntelekt-zmnyu-marketing-vd [in Ukrainian].
12. Age Range by Generation (2024). Beresford Research. https://www.beresfordresearch.com/age-range-by-generation/ [in English].
13. Airbnb Marketing Strategy: 8 Techniques to Master (2024). iGMS. https://www.igms.com/airbnb-marketing-strategy/ [in English].
14. Airbnb Marketing Strategy: How Airbnb grew from 0 to 1 billion bookings! (2024). Buildd.co. https://buildd.co/marketing/airbnb-marketing-strategy [in English].
15. Are Travel Brands Ready for Gen Alpha? (2025). WYSE Travel Confederation. https://www.wysetc.org/2025/05/are-travel-brands-ready-for-gen-alpha/ [in English].
16. Eleven Gen X Travel Habits and Trends Worth Highlighting. (2023). Blueprint RF. https://www.blueprintrf.com/generation-x-travel/ [in English].
17. Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [in English].
18. Generational Spending Patterns Reveal Strategic Insights for Travel Brands (2025). Phocuswright https://www.phocuswright.com/Travel-Research/Research-Updates/2025/generational-spending-patterns-reveal-strategic-insights-for-travel-brands [in English].
19. Giancaterino, C. (2023). Gen Z vs. Millennials: How To Target Both Audiences. FiveCRM. https://www.fivecrm.com/blog/marketing-to-gen-z-vs-millennials/ [in English].
20. Lampright, J. (2023). Marketing To Millennials: Why Tone & Voice Matter (Online Capital Group). CityScoop. https://cityscoop.us/hohenwaldtn-webdesign/2023/09/26/marketing-to-millennials-why-tone-voice-matter-online-capital-group/ [in English].
21. Marin-Pantelescu, A., & Ștefan-Hint, M. (2024). The Preferences of Generation Z for the Digitalisation of the Hospitality Industry. Proceedings of the International Conference on Business Excellence, 18, 1, Bucharest University of Economic Studies, 2293-2299. [in English] https://doi.org/10.2478/picbe-2024-0193.
22. Marketing for Gen Z vs. Millennials: What’s the Difference? (2025). VUP Media https://vupmedia.com/2025/10/02/marketing-for-gen-z-vs-millennials-whats-the-difference/ [in English].
23. New Report Reveals the Highest Spending Generation of Travelers (2024). TravelPulse US https://www.travelpulse.com/news/features/baby-boomers-outspend-all-other-generations-on-travel-phocuswright-reports [in English].
24. Ramgade, A., & Kumar, A. (2021). Changing Trends of Hospitality Industry: Emergence of Millennials and Gen Z as Future Customers and Their Influence on the Hospitality Industry. VidyaBharati International Interdisciplinary Research Journal. 12, 1, 336–345. https://www.viirj.org/vol12issue1/53.pdf [in English].
25. Roy, R. Gen X Travel Trends: Behaviours, Experiences, Spends, & More [In-depth Report] (2025). Atlys https://www.atlys.com/blog/gen-x-travel-trends [in English].
26. Sakhanenko, M. (2024). Modern Marketing Management Techniques in the Hospitality Industry: The case of the Rixos Hotels chain. Thesis document. https://www.theseus.fi/bitstream/handle/10024/854987/Sakhanenko_Milana.pdf [in English].
27. Seyfi, S, Vo-Thanh, T., & Zaman, M. (2024). Hospitality in the age of Gen Z: A critical reflection on evolving customer and workforce expectations. International Journal of Contemporary Hospitality Management, 36, 13, 118–134. [in English]. https://doi.org/10.1108/IJCHM-01-2024-0035 .
28. Toboso-Gómez, J. D., Mercadé-Melé, P., & Almeida-García, F. et al. (2025). Systematic Review and Bibliometric Analysis of Studies on Generation Z and the Hotel Industry: Past, Present and Future Agenda. Sustainability, 13, 11, 989. [in English]. https://doi.org/10.3390/su13110989.
29. Wang, B., & Iahad, N. A. (2025). Gen Z and Social Media: Shaping Tourism and Hospitality Behavior: a Thematic and Bibliometric Review. International Journal of Academic Research in Business and Social Sciences, 15, 6, 918–936. [in English]. https://doi.org/10.6007/IJARBSS/v15-i6/25602.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Nataliia Barvinok, Iryna Kyryliuk, Oksana Lytvyn
This work is licensed under a Creative Commons Attribution 4.0 International License.
