Is your hotel prepared for the millennial traveler?

June 21, 2022 0 Comments

Before we continue, let’s first make sure we’re on the same page as to who we mean when we use the expression ‘millennial traveller’.

Millennials, also more commonly known as Generation Y or Generation Next, are people who were born between the early 1980s and early 2000s. They make up about 20% of international travelers and it is estimated that by 2020 they will represent more than 320 million international trips.

Phew. Those are some staggering numbers right there! No wonder hotels court them with everything they’ve got. But despite all the effort they are making, do hotels really have what millennials want? Do you know what Millennials are looking for?

If you’re not too sure, let me give you some hints.

Clue #1: Technology is your life force

Technology is to Millennials what water is to fish: life itself. The perks that most of us consider good to have—Internet, Wi-Fi, high-speed mobile data—are essential to your way of life.

What this means for hotels

According to one report, nearly 71% of millennial travelers considered free Wi-Fi an important factor when choosing a hotel. So hotels, pull up your socks and implement the technology for them. Or they are likely to approach your competitor and book a room with them.

Clue #2: Millennials love their smartphones

‘Technology at your fingertips’ is an expression that Millennials take very seriously. You may go hours without food and water, but not without checking your smartphone. Work, play, chat, interact, write emails, watch videos and stay up to date with the news using your phone. Other more complicated actions, such as booking tickets, making hotel arrangements, and paying bills, can also be competently handled with your phone.

What this means for hotels

It is absolutely imperative that hotels invest in superior mobile technology, starting with a website that scales to different screen sizes and resolutions. With more than half of millennial travelers using mobile devices to discover and book hotels, the hotel industry is paying a heavy price for not investing in a mobile-responsive website. You may also want to consider getting an app for your hotel, to facilitate features like mobile check-in, checkout, cash payments and loyalty points.

Clue #3: Millennials are ‘social’ creatures

Generation Y is often criticized for eschewing the forms of social interaction that their parents liked. They are considered aloof, aloof, and a bit asocial. But the truth is that Millennials tend to connect with each other, just not in ways that are familiar to us. The online world, especially social media, takes precedence in your social life. Facebook, Twitter, What’sApp, GChat and Snapchat is where you hang out, check in, upload photos, start conversations and share details of your life.

What this means for hotels

With social media being one of the most influential factors in the life of a Millennial, hotels must make a concerted effort to have a presence on multiple platforms. In fact, they must go beyond the symbolic page of Facebook and Instagram and build an online community. Communicate with your audience, engage them, solve their problems and invite them to leave comments. An active social media profile inspires trust among Millennials and is likely to earn you extra points in the long run.

Clue #4: Millennials rely heavily on peer reviews

Generation Y is a suspicious bunch and they can recognize a marketing gimmick from a mile away. For this reason, they rely heavily on “peer review” to gather information about a place. Whether they’re shopping for a new device or trying out a neighborhood restaurant, you’ll see them reading reviews before they decide to do something. They consider it a more authentic and ‘real’ source of information. And you can be 100% sure that they will read about your hotel before deciding to stay there.

What this means for hotels

Don’t try to patronize or mislead the Millennial traveler. All of your online properties (website, blog, social media profiles) must display accurate information, accompanied by up-to-date images. If you are offering a sale or discount, state the terms in black and white. Encourage your visitors to leave you a review on platforms like Trip-advisor or your Facebook page; incentivize the process, if necessary. If you receive a negative review, please take steps to address it and resolve the situation.

Millennials don’t expect you to be flawless. However, they expect you to be transparent and honest. Mistakes are an unavoidable part of your industry and if you’ve taken all possible steps to correct the problem, you’ll be forgiven. Otherwise, you’ll find yourself on the receiving end of a nasty review posted for all the world to see.

Hint #5: Millennials Like Bleisure

Generation Y is relatively free of responsibilities at home and more open to business travel. However, unlike the previous generation, almost 62% of millennial travelers will extend their business vacations to explore the place and gain cultural experiences.

What this means for hotels

Gone are the days when that lonely desk in the hotel room took care of whatever “business needs” travelers had. Millennials don’t like to work inside their bedrooms. This is the generation that goes out to a coffee shop to sit with their laptops and work for hours. They have popularized the concept of the ‘third space’, independent of home and office. Design hotel lobbies to meet this demand, so that when they go out looking for a place to work, they don’t have far to go.

Clue #6: Millennials are looking for authentic experiences

Despite their preoccupation with the cyber world, millennials are always looking for unique and meaningful travel experiences. They want your stay to be personalized and will jump at the opportunity to learn something valuable. Not content with reaching the high points of a tourist destination, they crave interaction with the locals and enjoy immersing themselves in a variety of cultural experiences.

What this means for hotels

Reject the cookie cutter approach to the services you offer your guests. Offer them a genuine travel experience that is immersive, interactive and hands-on. Don’t just take them on a regular sightseeing tour that shows the city from behind the glass of a bus or a car window. Take them to meet the local artisans, show them the way to the trendy underground bar, and expose them to interesting customs and traditions. That’s the only way to add true value to their lives and create an experience they’ll cherish for a lifetime.

There is no denying that Millennials are driving the hospitality industry in full force. They already account for a third of hotel guests in the world, and by 2020, the figure is expected to rise to 50 percent.

To keep pace with growing demands, hotels must show a willingness to evolve and reinvent themselves. They need to let go of traditional methods of operating, review their marketing strategy, and curate unique experiences for Gen Y.

Plus, it’s in their best interest for hotels to up their game. By updating their offerings, hotels stay relevant within the industry and are equipped to meet the demands of changing times. Millennial travelers are the revenue earner every industry dreams of, and by catering to them, hotels are ensuring a solid revenue stream for decades to come, at least.

Leave a Reply

Your email address will not be published. Required fields are marked *