***PLEASE READ THE DESCRIPTION CAREFULLY*** Description of Assignment: Leadership Board Advisors to Luxury Hotels —————————— Context: Gen Z have a spending power of over $140 billion and will account for about 40% of the global consumer population this year, and they are driving the frenzy of brands trying to win their money. One of the biggest challenges for the leadership boards of traditional luxury hotel groups in the coming decade will be their ability to engage both their existing older customers and the next generation of travellers from Gen Z. Most Gen Z travellers consider traditional luxury hotels as non-innovative, unattractive, old-fashioned establishments. You are a team of leadership board advisors for your client, a luxury hotel group. Over the past year, the group has had difficulties in both dealing with the ongoing COVID-19 crisis and keeping up with changing traveller expectations as the hotel and travel industry struggles to understand how to attract and engage with Gen Z travellers. Competitors are taking steps to solidify their position with the new generation, so your team has been tasked with generating possible options to target the Gen Z of travellers whilst still continuing to attract Gen X, Baby Boomers and Millennials. Your task is to select a specific hotel – this will be the ‘test case’ for your recommendations. You will identify changes your client can make in order to balance both staying relevant to their core customers in Gen X, Baby Boomers and Millennials AND attract the new emerging big spenders amongst Gen Zs. Whilst it’s a tricky balancing act, it is critical for their survival. —————————— ***Hotel group chosen: Mandarin Oriental: www.mandarinoriental.com*** Your recommendations to your client will need to address the following point: What are the challenges the client faces – both short-term resulting from COVID-19, and in the medium-long term and how can they address these in relation to their core customer base and the emerging Gen Z needs? —————————— Let me know if you have any questions!!