TITLE:
The Impact of IMC Messages on Gen Z’s Luxury Hotel Booking Intentions: A Case Study of Marriott’s “The Luxury Collection”
AUTHORS:
Gavin Rui Jin, Xiaoli Ma
KEYWORDS:
Generation Z, Luxury Hotel Marketing, Brand Attitude, Booking Intention, Luxury Collection
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.4,
June
30,
2026
ABSTRACT: The global luxury hotel market is undergoing structural transformation driven by the rise of Generation Z consumers, whose consumption preferences increasingly emphasize experiential value, authenticity, and social responsibility. In response to this shift, this study examines how Integrated Marketing Communication (IMC) message strategies influence Gen Z’s luxury hotel booking intentions. Using Marriott’s The Luxury Collection as the research context, the study compares three representative IMC message appeals: immersive cultural experience, sustainable luxury tourism, and flexible stay. A single-factor between-subject experimental design was employed, with 600 Gen Z respondents randomly assigned to three groups. The results show significant differences across message types in terms of booking intention, brand attitude, and willingness-to-pay. Among the three message strategies, immersive cultural experience demonstrates the strongest effect on consumer responses. Mediation analysis further reveals that brand attitude partially mediates the relationship between immersive cultural messaging and booking intention. The findings provide empirical evidence for optimizing IMC strategies targeting younger luxury travelers.