“We see millennial travellers more as explorers than tourists,“ McGuinness, global brand leader, Starwood’s Specialty Select Brands
Its 2018, and generation Y becomes more influential than ever before, followed by new trends and different buying behaviour.
This generation the “Millennials “as they are also called, are born with the Internet, climate change and iPhone.
But what else makes them so special in comparison with other generations? And why do big Hotel chains have to focus more on their preferences these days?!
There is one main reason why Hotels, in general, should put a special focus on millennials. Simply, because they are different. Different in selecting, different in lifestyle, it’s just a different age.
The 21st-century traveller, wants customized experiences, digital convenience and relevant information on social media.
How do hotels realise these new preferences and what needs to be done to attract a Millennial in the first place?
Sustainable and quick delivered food. Environmental friendly concepts, digital registrations and presence of hotels on social media.
Chains like Marriot+ Starwood and Hilton, are developing constantly new concepts for this generation.
Examples for that are: Call it Canopy by Hilton, Moxy by Marriott or Element by Starwood.
Coworking spaces, innovative interior design and connectivity on a new level is the result of these developments. And they are doing quite well.!
Moxy opened already more than 50 properties all around the world and got the same amount in the pipe. What is that for an extreme response to the demand for this new type of hotel guests.
Free Wi-Fi areas, local craft beverages and a location which deserves to be posted on a social network page are reasons to choose a Hotel in a Millennial eye.
Almost every 3rd Millennial shares his or her experience on a social network and shares it with family and friends.
This family and friends are then again potential guests and need to be remembered on the brand constantly.
In fact, hotel chains like Marriott use professional Hollywood studios to produce advert trailers with fun and action to attract younger aged guest in general.
Also, music-related loyalty programs are implemented by Hilton for instance: Hilton@Plays concerts which also draws young adults to the chain's brand.
Nevertheless, there is one more factor which differs Millennials from other generations.
Expecting more services and a higher quality for a lower price.
And that is where it starts to become interesting.
Conclusion:
Hotel chains who differentiate themselves correctly will benefit from a new very interesting target group. Which is sophisticated and aware of the sensitive environment at the same time.