Generation Influences Perceived Coolness But Not Favorable Attitudes Toward Cool Hotel Brands

Abstract

Although cool brands are increasingly popular in the marketplace, there is scant research examining generational differences in consumers’ coolness perceptions. To address this gap, the present research investigates consumers’ perceived coolness of hotels and the consequent brand attitudes among four generations of consumers. Our findings suggest that perceived coolness of a hotel brand varies across generations. Baby Boomers’ perceptions of cool hotels are different from younger generations including Gen Z, Millennials, and Gen X. However, all generations show positive attitudes toward hotel brands that they recognize as cool due to perceived autonomy. This research contributes to the hospitality literature on hotel branding. Managerial implications for hospitality marketers are discussed.