Exploring the Market Gap for a New Luxury Hotel in London. A Case Study on the GenZ Niche and the Creation of Famassy Hotel

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Focusing on the emerging needs of Generation Z, this essay identifies a market gap for a luxury hotel in London tailored to this digitally connected and diverse demographic. It highlights Gen Z's preference for experiential offerings, particularly in culinary experiences, over traditional luxury markers like fashion and technology. The discussion emphasizes the necessity for the hotel industry to evolve and proposes the Famassy Hotel as a forward-thinking solution that aligns with the values and expectations of this new generation.