South African millennials' expectations of accommodation establishments in South Africa

Abstract

The aim of the study was determining millennials (between 25-40 years old) expectations on accommodation establishments in South Africa by exploring the expectations that they have regarding services offered namely customer, modern and technological and personalised services. The study used quantitative research. The sample included millennials currently residing in South Africa. Questionnaires were distributed using the snowball technique by means of a Google form link that was sent via social media platforms including Facebook, Instagram, WhatsApp and email. 637 responses were received, and the data retrieved was analysed through SPSS version 28 and Microsoft Excel and presented in the form of tables with frequencies and statistics. The results show that 99% of millennials have an active travel background as they have travelled around South Africa. The study proves that 25% of millennials prefer self-catering units above hotels, bed and breakfasts, Airbnb’s and guest houses. Majority, 40%, of millennials have an expectation that all accommodation establishments must have the necessary new and modern technology. Experiencing an authentic travel service, including city exploring with experiencing the local culture and communities, is key to 43.5% of millennial travel expectations. The findings show that majority of millennials in South Africa have travel experience and a preference when it comes to designing their travel experiences. Millennials prefer new and modern technology in accommodation establishments with a preference for self-catering establishments as their ideal travel experience should not be limited by time-based programmes. Millennials thrive on new and unique experiences and as a result, explore new trends within their travel destination.