Tendencias de comportamiento de consumo de los turistas Millennials en el sector hotelero de la ciudad de Cuenca, período abril – octubre 2017

Abstract

Hospitality is a sector of the economy that is currently growing worldwide and is going through a period of great changes and evolution due to the emergence of new technologies and the inclusion in the market of a segment that is shaping the course of the sector and consumer behavior trends of travelers in general. As is the case of the millennial generation market, which refers to those who were born between the 80s and the year 2000; who, due to their level of influence, relevance and importance in the market have become a market segment that companies in the sector can not fail to know and attend if they want to ensure their success and survival in the market. To whom is vital to attract and conquer at this time of their lives, and who have a set of expectations, needs and values completely different from previous generations, being this the main reason why traditional business forms do not work well with them, and have come to represent a real challenge for companies, because this consumer expects that they are the ones who has to approach them through digital media and adapt their products, services and infrastructure to their demands in order to do business with them. Causing major changes in the world's tourism industry and currently in the hotel companies in the city of Cuenca, that will require to pay special attention to this market segment and rethink and adapt their brands, business models and marketing strategies to the expectations of these consumers, who ponder experiences over the property of the goods and consider travelling as an essential part of their personal growth so they prioritize them among other expenses.