Hoteliers take note! Millennials – also known as the “NOW” Generation — will account for nearly half of the workforce by 2020. And they are truly a force to be reckoned with “NOW.” Hoteliers who can understand and address their unique needs and purchasing habits will have a clear competitive advantage in reaching this savvy twenty/thirty-something customer segment that represent the future of travel and hotel management.
The industry is still gauging whether there is enough data about millennials in order for hoteliers to truly understand their attitudes and preferences. Yet existing studies show that hoteliers can take measures to capture this travel generation’s interest, business, and loyalty by recognizing and embracing the following millennial mantras:
Millennials are tech-savvy and consume LOTS of content. They grew up with technology and the majority cannot fathom a time before mobile devices, search engines and social media. Recognize that they are bombarded by messaging from competing hotel brands. Realize that the brand that locks in their loyalty first reigns supreme. And, of course, you’ll win millennials over by welcoming them with free WiFi – this is an expectation, not an amenity!
Give it to them Pronto. Stat. ASAP! Millennials expect you to make information readily accessible to them on demand, in real-time. They consume info on-the-go, are prone to making snap decisions, and tend to book their travel and hotel on-the-fly from their mobile devices. So, how can your brand capture, and keep, their interest? Ensure that your hotel’s website is up-to-date, easy to navigate, and mobile friendly… and don’t give millennials a reason to search elsewhere (Kayak, Orbitz, etc.) for information that can and should be prominently highlighted on your own website.
Millennials are all about being social … online and in-person. Be aware that millennials take to social media to share real-time perceptions of their hotel experiences. They are heavily influenced by peer opinions and will actively post feedback, both positive and negative, on sites like TripAdvisor . Monitoring these sites to address guest sentiments are a must, along with posting useful, shareable information on your own website and social media channels. Millennials also enjoy collaborative environments, so ensure that your lobby is conducive to a group atmosphere with space for guests to gather, socialize and talk shop.
Keep it local. Millennials value authenticity. They tend to shun being viewed as touristy and want to keep their guest experience as “authentically local” as possible. Why? So that they can share the “wow” factor of their visit on Instagram, Facebook and other social channels. If possible, display pieces from local artisans in the lobby, give guests access to selections from local eateries a latte from the local coffee shop, and avoid monotony by blatantly bombarding them with “chain” messages and amenities.
Millennials may be an elusive bunch but they can, indeed, be won over by hoteliers willing to cater to their “real time” preferences and desires. Those who understand and address their unique needs and purchasing habits will have a clear competitive advantage.
