| Περίληψη : | Competition within hospitality industry contexts becomes more increasing with technology and globalization eliminating geographical boundaries and both providers and customers being located at a global scale. Intensified competition is particularly prominent in the upscale hotel segment where hotel offerings may be perceived as commoditized and guest expectations are high. At the same time, upscale hoteliers have to interact and cater to customers of various generations that coexist during their stays. At the same time, experiences are highlighted in the literature as the next step of economic progression after services, an effective means of differentiation and as highly valued by customers in hospitality industry. However, experience-related research in upscale hotel contexts is underrepresented while generational differences with regards to experiential aspects have not been taken under consideration.This study aims to explore generational differences of Generation X and Generation Y Greek respondents during their stay in upscale hotels. Concretely, it examines the relative level of significance placed on a variety of customer experience attributes and dimensions as well as on perceived customer values that guide purchasing decisions. Quantitative research was applied and a survey of individuals belonging to Generation X and Generation Y that had stayed in upscale hotel properties provided 318 complete responses. After establishing all research scales’ reliability, a series of Independent Samples T-tests was conducted in order to investigate generational differences. Bootstrapping was also applied for every T-test in order to ensure the robustness of the results.The results of the study indicate that customer experience attributes relating to service, employees and physical surroundings are of primary importance for both generations. However, significant differences were detected with regards to certain experience dimensions and perceived customer values, with symbolic value noting the highest level of difference between the two generations and being considered more important by Generation Y. The findings provide valuable insights regarding generational differences in upscale hotel settings and assist hotel managers to design and provide experiential offerings that cater to each generational cohort’s needs. The present study makes a threefold contribution to the literature of experiential marketing, hospitality industry and generational theory.
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