American food products to other places in Asia and and to some extent have changed the food culture of these cities. Some scholars asserted that the effects of homogenization are more than about the types of objects people use or consume. For example, Benjamin Barber, a political theorist, argued that American fast food (the McDonald’s as an example) is not just about the food. It is about “fast”, and fast is an attack on how people in other cultures live. For example, in , the family members after coming home from work and school normally sit together for three hours to enjoy their family dinner. “Fast” food destroys the idea of family dinner as an occasion for family members to talk and share daily experiences. It also destroys the French idea of the cafè as a place to sit and read the newspaper. Similarly, when rural people in destinations give up their traditional clothing and wear the rugged jeans, it is not only about the type of dress they wear. It is about “rugged”, which means that people do not need to care for the gracefulness of their clothing any more. When rural people (also in ) bring in air conditioners instead of relying on natural breeze for comfort, it is not only about the use of a technology. It is about a mentality that man should use technology to master nature rather than live harmoniously with nature. When rural people begin to use fashionable products, the issue is not only about products but “fashionable”. It means that when people buy things, they will not ask whether the product is “durable” but “fashionable”. They fall into consumerism that being trendy is important.
select-service hotels could become a local trend. The following types of hotels are examples of limited-service, select-service and full-service hotels operated in Hong Kong. On the whole, it’s fair to say that each of the three classes of hotel have specific offerings which may vary differently from one hotel to another even within the same class. Comparison of Facilities among Limited-Service Hotels, Select-Service Hotels and Full-Service Hotels in Hong Kong Table 4.7 Limited-Service Hotels* Mini Hotel Causeway Bay Website: Holiday Inn Express Hong Kong Soho Website: Hotel Ibis Hong Kong North Point Website: Price Hotel’s Homepage $551 $1,100 $700 Hotel.com $630 $1,000 $700 Best Hotel Online $555 $1,080 $880 Facilities F & B Facilities F&B outlets: Not available F&B outlets: Yes 1 restaurant F&B outlets: Yes 1 restaurant IT Facilities Wireless internet access in guest rooms and public areas Wireless internet access in guest rooms and public areas Wireless internet access in guest rooms and public areas Business Facilities Not available Business service: Yes copying machine, internet service and fax machine Meeting facilities: Yes Business service: Yes copying machine, internet service and fax machine Meeting facilities: Not
2 meeting rooms for 8-30 persons available Health and Other Facilities Laundry service Self-laundry service Laundry service *Sources: Hotel.com; Best Hotel Online; Mini Hotel Causeway Bay; Holiday Inn Express Hong Kong Soho; Hotel Ibis Hong Kong North Point Table 4.8 Select-Service Hotels* Courtyard by Marriot Hong Kong Website: Metropark Hotel Causeway Bay Website: Novotel Nathan Road Kowloon Website: iclub Wan Chai Hotel Website: Price Hotel’s Homepage $1,400 $1,700 $1,600 $800 Hotel.com $1,600 $1,400 $1,600 $800 Best Hotel Online $1,500 $1,700 $1,430 $820 Facilities F & B Facilities F&B outlets: Yes 1 restaurant and 1 F&B outlets: Yes 1 restaurant and 1 bar F&B outlets: Yes 1 restaurant and 1 bar F&B outlets: Yes 1 lounge 24-hour room
takeaway outlet 24-hour room service Executive Lounge: Yes 24-hour room service Executive Lounge: Yes 24-hour room service Executive Lounge: Not available service: Not available Executive Lounge: Not available IT Facilities Wireless internet access in guest rooms, meeting rooms and public areas Wireless internet access in guest rooms, meeting rooms and public areas Wireless internet access in guest rooms, meeting rooms and public areas Wireless internet access in guest rooms and public areas Business Facilities Business Centre Executive rooms: Yes Meeting facilities: 1 meeting room for persons Business Centre Executive rooms: Yes Meeting facilities: 3 meeting rooms for 10-40 persons Business Centre Executive rooms: Yes Meeting facilities: 1 meeting room for up to 6 persons Business Centre: Not available Executive rooms: Not available Meeting facilities: Not available Health and Other Facilities Laundry service Fitness Centre: Yes Swimming pool: Not available Shuttle bus service: Yes Laundry service Fitness Centre: Yes Swimming pool: Yes Shuttle bus service: Yes Laundry service Fitness Centre: Yes Swimming pool: Not available Shuttle bus service: Not available Laundry service Fitness Centre: Not available Swimming pool: Not available Shuttle bus service: Not available *Sources: Hotel.com; Best Hotel Online; Courtyard by Marriot Hong Kong; Metropark Hotel Causeway Bay; Novotel Nathan Road Kowloon; iclub Wan Chai Hotel
Health and Other Facilities Laundry service Fitness Centre 1 outdoor swimming pool 1 whirlpool Sauna and massage service Spa Shuttle bus and limousine services Laundry service Fitness Centre 2 outdoor swimming pools 1 whirlpool Sauna and massage service Spa Shuttle bus and limousine services Laundry service Fitness Centre 1 outdoor swimming pool Sauna and massage service Limousine and car rental services *Sources: Hotel.com; Best Hotel Online; Conrad Hotel Hong Kong; Four Seasons Hotel Hong Kong; Island Shangri-La Hong Kong Table 4.10 indicates LCC global seat capacity volume in the first six months of 2013 by regions. The data show Europe has the most LCC seats in the world, North America comes second and Asia comes third. The data indicates that a substantial additional volume of hotels most likely limited-service to select-service types will be required to provide accommodation for the increase in popularity of travelers in taking LCC for leisure and business travels. Probably, there is no clear-cut relationship between LCC and budget hotel usage. However, low cost business and leisure travelers may seek hotels with a similar ethos: smart, modern accommodation at low cost with extras amenities (Source: Deloitte: Hospitality 2015 game changers or spectators?). Table 4.10: Low Cost Carrier Global Seat Capacity 2013 (measured by regions) Regions Seat Capacity (million) Growth Rate (%) Europe 182 0.8 North America 154 1.5 Asia 129 28.7 South America 52 - 0.6
from the Americans. Individuals within the same generation are likely to differ among one another. Table 5.1: The characteristics of the four generations and their possible trend setting effects on the demand for tourism, accommodation and food and beverage products and services Generations Impacts on Tourism and Accommodation Impacts on Food and Beverage Veterans The veterans grew up during the Great Depression (1929) and World War II. Those events made them practical, patient, and conservative in their views. They think hard work, diligence and personal savings are very important. They value safety and security They value loyalty and commitment Many of them are women. Offer affordable or value-for-money options for the veterans The facilities must be designed in a user-friendly manner for seniors. Tourism They make up 21% of all leisure travelers and 14% of business travelers in United States. Veterans take an average of 4.1 leisure trips and 6.7 business trips per year. They are financially conservative and want to be taken care of when travelling. Veterans seldom use internet for travel information search. Veterans generation prefer to escape winter weather and seek resting and relaxing activities. They prefer to visit casinos, meet with different people and experience different cultures. They tend to take longer trips than other Food preference The seniors usually prefer food that they are familiar with, which to a great extent depends on their cultural background. Some seniors have become more in their food choice because of their health problems such as high blood pressure and diabetes. Food service preference Many seniors are not be able to afford luxurious restaurants and tend to visit family-style restaurants that offer good service at reasonable prices. They appreciate restaurants that offer discounts for seniors and menus with lower prices and smaller portions since their appetites are
people born after World War II, between 1946 and 1964. They are identified with the spirit of the 1960s. They are occupied with materialistic possessions and money and treat work and personal sacrifice as keys to success. They continue to travel and go out. They do not believe in simple advertising. They demand full information to understand the products rather than just believe in pictures and descriptions shown in advertisements. They are driven and dedicated. They want to feel connected to others They prefer a caring environment. This is a group that is too big and too rich to ignore. They begin to reach all leisure travelers and 38% of business travelers in United States. This segment takes an average of 4.2 leisure trips and 7.5 business trips per year. They are the affluent travelers and most of them travel for business. Boomers are less likely to use internet to search travel-related information or make purchases for travel products. Boomers value health and wellness and they favor medical tourism and health tourism (e.g. spa, yoga and meditation). They also seek excitement by participating adventure travel which involves hunting and fishing, strenuous hiking and tracking wild animals. Apart from adventure travel, Boomers also like to visit museums, sightsee in cities and visit historical sites. Accommodation boomers may like quality food experiences such as wine tasting. They are the major group of wine consumers among the four generations. They consider wine consumption as relaxed and healthy activities. Food service preference Some older boomers have become grandparents and may visit restaurants that offer a family-friendly atmosphere and provide an upscale, formal dining experience.
Generation X They were born between 1965-79, in a period with increased divorce, big layoffs and decreased job security, increased consumerism, and extensive advertising. They are preoccupied with material possessions and shopping. They are driven by consistent goals to make money and buy consumer products. They emphasize work-home balance, and think that family life should not be totally neglected. They do not belong to any group and tend to oppose against the decisions of adulthood. They adapt well to change. Tourism Gen X makes up 31% of all leisure travelers and 36% of all business travelers in United States. They take an average of 3.5 leisure trips and 6.9 business trips per year. Gen X is more likely to travel with children than other generations. They tend to use Internet to search travel information. They want the need of fun and seek unique experience in their travels. The preferred travel activities for Gen X are to visit amusement and theme parks, attend spectator sports, playing golf and tennis and go to beaches . Gen X are usually sensitive to overpricing and they try to find products that offer the best value for money. Accommodation Some studies found that Food preference Many people in this group prefer fast food, especially hamburgers. They cite branded foods more than the other generations, including favorite packaged cookies, ice creams, candies and snacks. They concern about the branding and quality of wine and are willing to spend more on wine consumption. They consider wine consumption as kinds of ‘sophistication’. Food service preference Generation X people are concerned with value and they favour restaurants and midscale operations that offer all-you-can-eat salad bars and buffets.
Generation Y They were born between 1980 and 1995/2000. They are optimistic, self-confident, and open to change, but are also impatient and requiring immediate gratification. They are good at using technology and want to be the first to try new technologies. They place high value on leisure and consider pay, material possessions and status more important than other intrinsic values in work (e.g., whether the work is interesting, challenging and whether the worker can take responsibility for his or her labor) They are trendsetters. They tend to oppose the main stream values by acting and thinking differently Tourism Gen Y represents 12% of leisure travelers and 13% of business travelers in United States. They take an average of 3.9 leisure trips and 4.2 business trips per year. Gen Y are more active travelers than their older counterparts. It is common for Yers to search travel information through Internet and make online travel purchase. They seek novel and fashionable travel experiences. When travelling, Gen Y favor to participate in amusement and theme park activities, go to night clubs and dance, and look for shopping opportunities. Gen Y prefers high quality products, even though they need to pay an additional amount of money. Accommodation Food preference They are more in their food choice. They also prefer fast food, but in contrast to other cohorts, many also like healthier foods. They are less inclined than Generation X to associate specific brands. They consume less wine but more of the other cheaper alternatives, such as beer and spirits. They prefer sweet wines rather than dry ones. They believe wine should be consumed only in special occasions or in fine dining restaurants. The purpose for socialization is strong. Food service preference People in this generation go for fast-food and quick-service items, such as burger franchises and pizza restaurants.