"To the Playground of the MZ Generation"... The Big Spenders for This Summer's Hotel Vacation Are '2030'

Paradise Hotel Busan, collaboration food with Pickle Pickle (Photo by Paradise Hotel Busan).

[Asia Economy Reporter Yuri Kim] As the hotel industry enters the peak summer vacation season, it is actively preparing for the high season targeting the MZ generation (Millennials + Generation Z), who have become major consumers. While expanding sales channels online, hotels are introducing unique brand collaboration content and premium gourmet menus, expanding programs that cater to the tastes of those in their 20s and 30s.

Paradise Hotel Busan recently announced on the 19th that its room packages sold through Market Kurly, an online fresh food shopping mall popular among the MZ generation, sold out the initial 100 rooms ahead of schedule. In the second exclusive promotion, more than 160 rooms were sold. The hotel stated, "The room packages offered on Market Kurly sold out quickly, reaffirming the high demand for luxury hotels among the 2030 generation," adding, "We will continue to provide diverse content targeting the MZ generation during this summer peak season."

Paradise Hotel Busan is collaborating with the culture platform brand 'Fickle Pickle' to present various content. At 'The Beach Lounge,' held in the main building's outdoor garden until August 31, collaboration menus such as 'Beef & Seafood Taco Platter,' 'Buffalo Wings & French Fries,' and 'Shrimp Avocado Sandwich'?perfect for beach parties?are offered. The Ocean Spa Pool will operate the 'Fickle Pickle Select Shop' until July 15.

Shilla Stay Samsung is operating the 'Miracle Morning Package' until August 31 for those challenging the popular 'Miracle Morning' lifestyle, especially among the MZ generation. Miracle Morning refers to the habit of waking up early, before starting the day's work, to study, read, or exercise. This package features restful sleep and training to help guests have an energetic day, including experiencing restful sleep through the 'Clear Sleep IoT Sleep Light,' based on Internet of Things (IoT) devices and artificial intelligence (AI). It also provides a two-month subscription to the AI motion recognition home training app 'HowFit' and the book 'Miracle Morning.'

Grand InterContinental Seoul Parnas has strengthened its vegan menu in line with value consumption trends. This year, it launched its first vegan shaved ice dessert made with almond milk ice, prunes, dates, granola, and lime sorbet, offering a sweet yet healthy taste. Alongside this, it introduced a vegan burger using plant-based patties instead of traditional meat patties and vegan-certified beers from BrewDog, a leading British craft brewery. The Grand Deli also began selling two new vegan breads, vegan fruits, and Volcon bread.

L'Escape is offering the 'Summer Edition: Day Break & Chill Night' package until August 31, targeting the MZ generation who pursue 'small camping.' The package features an urban emotional camping theme with summer camping items such as cooler boxes and lanterns, a chicken and beer set, and a camping-themed pop-up zone. Targeting the MZ generation enthusiastic about Starbucks goods, if guests select the Day Break option in the package, they will receive a random Starbucks '2021 Summer Frequency Item,' the cooler box 'Summer Day Cooler.'