GENERATIONAL SEGMENTATION AS A TOOL FOR OPTIMISING DIGITAL
STRATEGIES IN THE HOTEL INDUSTRY
Iryna KYRYLIUK
Kherson State Agrarian and Economic University,
Kherson / Kropyvnytskyi
https://orcid.org/0000-0001-9814-195X
Nataliia BARVINOK
Uman National University, Uman
https://orcid.org/0000-0002-6661-4780
Victoriia KRASNOMOVETS
Bohdan Khmelnytsky Cherkasy National University, Cherkasy
https://orcid.org/0000-0001-5806-8348
DOI: http://doi.org/10.34025/2310-8185-2026-2.102.01
Keywords: hospitality industry, tourism, generational theory, digital marketing, optimisation of communication channels, consumer behaviour, shifting consumer priorities, personalised service, digital innovation, marketing strategies, management, Generation Alpha.
Summary
Traditional mass marketing approaches in the hospitality industry do not always ensure an adequate level of personalisation in interactions with consumers in the context of digital transformation. This fact highlights the need to adapt marketing strategies and digital interaction tools, taking into account the characteristics of different consumer generations. The aim of this study is to provide a theoretical justification for, and to develop a methodological framework for optimising digital strategies in the hospitality industry based on generational segmentation of consumers, with a view to enhancing the effectiveness of integrated marketing communications, optimising costs and ensuring the sustainable development of organisations in the tourism, hotel and restaurant sectors.
Generational differences in tourism expenditure, consumer priorities and digital preferences have been systematised, which has made it possible to justify the advisability of differentiating digital communications in accordance with the characteristics of target consumer segments. It has been established that generational segmentation should be applied as an additional tool for personalisation, combining it with the demographic, psychographic and behavioural characteristics of consumers. A matrix for the generational optimisation of digital communication channels has been developed, which distinguishes between priority communication channels, content formats and the recommended tone of marketing messages for different generations. The feasibility of using multi-channel attribution models for a more comprehensive assessment of the contribution of digital channels to generating consumer interest and securing bookings has been substantiated, particularly taking into account the influence of social media and user-generated content. A conceptual three-tier system of digital priorities and a three-stage roadmap for its implementation, designed for a period of 18 months, are proposed.
The proposed toolkit provides the methodological basis for the informed selection of digital tools and the prioritisation of marketing resource allocation. The need to adapt digital infrastructure to future consumption models is justified, particularly in view of the indirect influence of Generation Alpha on the formation of family tourism demand. It has been established that the practical effectiveness of the proposed approach requires further empirical testing. Prospects for further research relate to the testing of the developed toolkit, comparing the effectiveness of generational segmentation with alternative approaches, and exploring the potential for using generative artificial intelligence and big data to personalise digital communications in line with individual consumer behaviour.
Biographies of authors:
Iryna KYRYLIUK,
Kherson State Agrarian and Economic University
Candidate of Economic Sciences, Associate Professor
Nataliia BARVINOK,
Uman National University
Doctor of Philosophy
Victoriia KRASNOMOVETS,
Bohdan Khmelnytsky Cherkasy National University
Candidate of Economic Sciences, Associate Professor
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Online publication
11/12/2026
Received by the editorial office
06/25/2026
Accepted for publication
10/26/2026
How to cite:
Kyryliuk, I., Barvinok, N., Krasnomovets, V. (2026). Generational segmentation as a tool for optimising digital strategies in the hotel industry. Bulletin of Chernivtsi Institute of Trade and Economics, 2(102), 10-31.
http://doi.org/10.34025/2310-8185-2026-2.102.01
Number
Vol. 2(102) (2026).
Economic sciences
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License Creative Commons Зазначення Авторства 4.0 Міжнародна (CC BY 4.0).