News: New wave of staycationers demand better technology in holiday parks
New research from Zonal and CGA reveals that, amidst a current boom in staycations, customer expectations aren't always being met, especially when it comes to technology.
With the hospitality sector finally reopening, our latest research in collaboration with KAM Media has identified the top frustrations for customers when visiting a pub or restaurant, with Generation Z being the most easily irritated.
Over half of Gen Zers (defined here as those aged between 18 and 24 years) get frustrated when they are forced to wait for the servers attention when ready to pay. A similar proportion get stressed when they’re not able to split the bill easily at the end of a meal (55%). In comparison, over 55-year-olds are much more relaxed.
The research confirms that the hospitality decision-making process is increasingly tech driven – which can alleviate customer stress and frustration. Mobile ordering and payment, for example, is now a more important factor when choosing a venue for a significant 45% of people. What at first was a necessity for helping to implement social distancing is now a legitimate tool for venues to streamline the ordering and payment process, easing potential customer stress.
The study follows customers along every touchpoint when eating or drinking out, from the decision on where to go and booking a table, to ordering and paying and then leaving a review. It found that the extra time spent at home during lockdowns has given customers time to reflect on what frustrates them most about going out versus staying in.
It starts as soon as the decision has been made to go out and socialise. One of the biggest areas of frustration for Gen Z is actually researching venues and finding somewhere new to go – six in 10 people said this caused them stress when deciding whether to go out, compared with only 13% of over 55-year-olds.
Gen Z are much more likely to be seeking out new venues that they haven’t visited before and it’s no surprise that social media plays a huge role in their search; 42% turn straight to Instagram, 20% to Facebook and 17% to Twitter. They are much less likely to simply ask for recommendations from friends and family, which is the go-to for over 55-year-olds.
While they’re in a venue, the biggest cause of stress for Gen Z is waiting to get a server’s attention while trying to pay – mentioned by 56%. More than half get frustrated when they’re not able to easily split the bill.
Top 5 frustrations for Generation Z
Blake Gladman, Research & Strategy Director at KAM Media, said: “We’ve been enjoying the ‘hassle-free’ experience of entertaining at home over the last 12 months and it has given customers time to reflect on what frustrates them most about going out versus staying in. Generation Z are used to an ‘on-demand’ world; they get news in real time, products are bought and delivered same day or quicker, they can access information and content simply by asking Alexa. Any unnecessary time spent waiting or any unexplained friction in a customer experience is simply unacceptable to many.”
Alison Vasey, Group Product Director at Zonal, added “Having accepted the need for technology over the past 12 months, the majority of consumers now have a greater understanding of how it improves their experience and removes typical frustrations. But operators must take a balanced approach that mixes the benefits of tech with traditional hospitality and service, in order to keep customers happy and to drive loyalty.”
Download the full report to discover more!