I know – you’re sick of hearing about Millennials.
It’s impossible to escape all the ways that brands are trying to relate to and attract this group. As Millennials (people born between 1980 and 1995) advance in their careers and have more disposable income, they are more willing to spend more money on travel. And that makes them the target market du jour for the hospitality industry.
Hotels are tapping into Millennial trends that travel and tourism marketers can take advantage of.
- For Millennials, everything is about reviews. If a hotel or restaurant is not in the top percentile of reviews, it often is not even in the decision set. To combat this, it is important for hotels to have great photos, videos and descriptive content to gain the attention of this visually attuned group.
- Millennials are also using technology to show loyalty to different brands. While past generations showed loyalty by having multiple repeat stays, this groups shows it in the form of recommendations on social media. Because of this, it is important for hotels to be present on social media platforms and to interact with guests in this space.
- Millennials tend to want to be “explorers” rather than tourists, seeking unique experiences that make them feel like locals. These experiences can happen both inside and outside the hotel, so the more hotels can do to facilitate this, the more loyalty they will generate.
- While this group is gaining more disposable income, many are still limited in their discretionary spending which affects their travel experiences. Because of this, Millennials might trade-off on spending on travel luxuries. For instance, a traveler may decide to stay at a moderately priced location so that they can splurge on a dinner at an expensive local restaurant.
These trends have not gone unnoticed by large hotel chains. Recently Hilton has announced their new hotel chain “Tru,” which seeks to give Millennial travelers more of a hostel-like experience complete with modern design, public spaces and mobile check-in. Marriott has also expanded into this realm by launching a new loyalty advertising campaign focused on experiences, as well as the Marriott Content Studio, which creates short films shot on-location.
As Millennials continue to spend more money on travel, hotels and tourism marketers will need to evolve to meet this generation’s needs and desires. So what can your brand do? Contact us to find out. Or download our infographic to learn how Millennials with kids are shaping the new family vacation.